The Middle East and Africa is the fastest growing region for soft drinks, driven by urbanisation, tourism and rising demand for convenience. Energy drinks and RTD coffee are surging, especially among young people. Boycotts and price sensitivity are shifting consumers towards local brands, though many face production constraints. Small grocers remain the key retail channel, despite the expansion of modern trade.
This report comes in PPT.
The Middle East and Africa is the fastest growing soft drinks region. In Africa, rising populations and busy lifestyles are boosting demand for ready-to-drink options and affordable local brands. In the UAE and Saudi Arabia, growth stems from tourism, restaurant expansion and initiatives like Vision 2030. Foodservice growth is also supporting demand in less developed areas.
Energy drinks and RTD coffee are growing fast, driven by demand for convenience. In Egypt and Iraq, energy drinks are seeing rapid growth, fuelled by young, urban consumers and affordable local brands. In South Africa, they are popular as nightclub mixers and stimulants. RTD coffee is rising in Saudi Arabia and Israel, supported by coffee culture, urbanisation and demand for innovation.
In Egypt and Jordan, carbonate sales declined significantly in 2023 and 2024, as consumer boycotts targeted international brands in response to the Israel-Hamas war. Major global names like Pepsi and Coca-Cola were affected, with consumers turning away from perceived foreign ties. This shift opened the door for local brands to grow their market presence.
Boycotts, price sensitivity and demand for novelty have driven consumers from established brands, boosting local and emerging ones. Brands like Matrix (Jordan), V Super Cola (Egypt), Kingsley (South Africa), Blue (Angola) and Kinza (Gulf) have gained ground. Many local brands, however, struggle to meet growing demand, due to production constraints.
Small local grocers remain the leading soft drink channel in the Middle East and Africa, thanks to their neighbourhood presence and daily convenience. Many lower income consumers rely on them for immediate needs, in preference to bulk shopping. While modern retail and e-commerce are growing, small grocers remain resilient.
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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