COMPETITIVE LANDSCAPE
Groupe Bayahi, with Red Bull, dominates
Groupe Bayahi remained the clear leader of the energy drinks category in 2025. The company specialises in the distribution of imported food and beverages and acts as the official partner of Red Bull in Tunisia.
Société Shark Tunisie strengthens its position
Société Shark Tunisie, meanwhile, was the most dynamic company overall in 2025. As the official distributor of the international energy drink brand Shark, the company succeeded in strengthening its market position despite the challenging economic environment.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Tunisia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Energy Drinks in Tunisia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Energy Drinks in Tunisia?
- To what extent are health considerations impacting consumption of Energy Drinks in Tunisia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Energy Drinks in Tunisia?
- Which are the leading brands in Energy Drinks in Tunisia?
- What potential exists for multinational or domestic soft drinks companies to expand in Tunisia?
- How are products distributed in Energy Drinks in Tunisia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Energy Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Energy Drinks in Tunisia - Category analysis
KEY DATA FINDINGS
Declining demand in 2025
Energy drinks continues to face significant challenges
Return to growth from 2027 with gradual economic improvements
Innovation to maintain consumer interest
Efforts to curb smuggled energy drinks having a positive impact
Groupe Bayahi, with Red Bull, dominates
Société Shark Tunisie strengthens its position
Small local grocers lead with their widespread presence in both rural and urban areas
Food/drink/tobacco specialists offer a broad assortment of imported products
Soft Drinks in Tunisia - Industry Overview
Rebound of bottled water supports overall growth of soft drinks
KEY DATA FINDINGS
Players intensify promotional activity to drive demand
Coca-Cola boycott creates opportunities for local players
Entry of several imported brands in 2025
Continued strong demand for bottled water
Government involvement and legislative developments set to shape the market
La Société des Stations Thermales et des Eaux Minérales leads
Rouiba resumes operations in 2025
Small local grocers benefit from their extensive network
Discounter Aziza enjoys strong year-on-year growth
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Energy Drinks research and analysis database.
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