The Africa Energy Drinks Market Report is Segmented by Soft Drink Type (Energy Shots, Natural/Organic Energy Drinks, Sugar-Free or Low-Calories Energy Drinks, and More), Functionality (Endurance/Energy Boost, Muscle Recovery, Other), Packaging Type (PET Bottles, Glass Bottles, and More), Distribution Channel (On-Trade, Off-Trade), and Geography. The Market Forecasts are Provided in Terms of Value (USD) and Volume (Liters).

The African energy drinks market, valued at approximately $X million in 2025 (assuming a reasonable market size based on regional consumption patterns and global energy drink market data), is poised for significant growth, exhibiting a Compound Annual Growth Rate (CAGR) of Y% from 2025 to 2033. This expansion is fueled by several key drivers. Firstly, a burgeoning young and increasingly urban population across key African nations like Nigeria, South Africa, and Kenya presents a large consumer base receptive to energy drink consumption. Secondly, rising disposable incomes and a growing middle class are bolstering spending power, allowing for increased consumption of premium and convenience-oriented products like energy drinks. Furthermore, evolving lifestyles and demanding work schedules contribute to increased demand for energy boosts. The market is segmented by drink type (energy shots, natural/organic, sugar-free/low-calorie, traditional, others), packaging (glass bottles, metal cans, PET bottles), and distribution channels (off-trade: convenience stores, online retail, supermarkets/hypermarkets; on-trade: restaurants, bars). Competition is fierce, with major international players like Red Bull, Coca-Cola, and PepsiCo vying for market share alongside successful regional brands like Aje Group and others. However, challenges remain, including fluctuating raw material prices, potential health concerns associated with high sugar content in some drinks, and infrastructural limitations in certain regions that affect distribution. The projected growth of the African energy drinks market will likely be uneven across different countries. Nigeria, South Africa, and Egypt are expected to dominate due to larger populations and higher levels of economic development. Strategic partnerships with local distributors, tailored marketing campaigns targeting specific demographics, and innovation in product offerings (e.g., functional energy drinks with added health benefits) will be critical for success. The increasing popularity of online retail channels presents a significant opportunity for expansion, particularly in underserved regions with limited physical retail infrastructure. Furthermore, focusing on sustainable and eco-friendly packaging options will likely resonate with environmentally conscious consumers, adding another dimension to the competitive landscape. The sustained growth will depend on overcoming challenges related to regulation, taxation, and maintaining a balance between affordability and the increasing premiumization of the energy drink market. Recent developments include: October 2023: Miss South Africa Natasha Joubert has expanded her business venture by collaborating with the MoFaya energy drink business. Joubert has launched the Berry Queen-flavoured energy drink under the MoFaya energy drink brand.October 2023: Switch Energy Drink introduced 3 new flavors in the African region. The three new limited-edition flavors are Sour Worms, Naartjie & Grape, and Kiwi, Mango & Strawberry.September 2023: Switch Energy Drink launched a special limited-edition flavor in celebration of South African Heritage Day. As a brand deeply rooted in the South African spirit, Switch Energy Drink is excited to contribute to the festivities with this special edition.. Notable trends are: OTHER KEY INDUSTRY TRENDS COVERED IN THE REPORT.

The Africa Sports Drink Market Report is Segmented by Drink Type (Isotonic, Hypertonic, Hypotonic, and More), Functionality (Pre-Workout, Intra-Workout, Post-Workout, Others), Packaging Type (PET Bottles, Glass Bottles, Metal Can, and More), Distribution Channel (On-Trade, Off-Trade), and Geography (South Africa, Egypt, Nigeria, Rest of Africa). The Market Forecasts are Provided in Terms of Value (USD) and Volume (Liters).

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Sports And Energy Drinks Market Size 2024-2028

The sports and energy drinks market size is forecast to increase by USD 106.7 billion at a CAGR of 13.52% between 2023 and 2028.

The market is experiencing significant growth, driven by increasing consumer preferences for functional beverages and the rising number of health and wellness conscious consumers, particularly among millennials. This demographic is fueling market expansion with their active lifestyles and demand for convenient, on-the-go beverage solutions. Additionally, the market is benefiting from the trend toward more functional drinks, as consumers seek alternatives to traditional sugary drinks. However, challenges persist, including growing concerns over obesity and the potential health risks associated with excessive consumption of these beverages. Companies operating in this market must navigate these challenges by offering healthier options, transparent labeling, and effective marketing strategies to capitalize on the market's opportunities. Overall, the market presents significant growth potential for businesses that can effectively address consumer demands and navigate regulatory and health concerns.

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The market encompasses a diverse range of functional beverages designed to enhance physical performance and provide energy boosts. These beverages, which include sports drinks fortified with electrolytes and energy drinks containing caffeine and organic sugar, have gained significant popularity among consumers seeking to optimize their health and fitness routines. Market size is substantial, with sales continuing to grow due to increasing consumer awareness and demand for convenient, on-the-go hydration solutions. Key market trends include the rise of B2C enterprises and ecommerce platforms, enabling easy access to these products for consumers worldwide. Additionally, international institutions and trade associations are driving research and development efforts to create innovative, functional beverages catering to various dietary preferences, such as keto, paleo, and plant-based diets.
Vitamins and minerals are increasingly incorporated into these beverages, further expanding their appeal to health-conscious consumers. Overall, the market is a dynamic and evolving industry, poised for continued growth and innovation.

How is this Sports And Energy Drinks Industry segmented?

The sports and energy drinks industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Type

  Organic
  Non-organic


Product

  Energy drinks
  Sport drinks


Geography

  APAC

    China
    Japan


  North America

    US


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By Type Insights

The organic segment is estimated to witness significant growth during the forecast period. The organic segment of the market is experiencing growth due to increasing consumer preference for natural and organic products. Brands like Runa Organic and Aura Organic offer organic sports and energy drinks that adhere to specific organic certification standards. The demand for these beverages is driven by consumers' heightened awareness of the potential health and environmental benefits associated with organic products. The organic segment of the market has seen consistent growth in recent years, as consumers prioritize natural and organic options.

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The organic segment was valued at USD 53.20 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 42% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market in Asia Pacific (APAC) is experiencing growth due to increasing demand in emerging economies like India and China. Canned and bottled sports and energy drinks are becoming increasingly popular in the region. In 2022, China held the largest market share in APAC, driven by a high consumer preference for these beverages. Key companies in China include Red Bull, Coca-Cola, and Suntory. To expand their reach in APAC, manufacturers are investing in marketing and promotion. For instance, Coca-Cola launched single-serve bottles in India and Indonesia in 2019 to cater to budget-conscious consumers. Energy drinks, electrolytes, and functional beverages are popular categories in the market, with many containing caffeine, sugar, vitamins, and ot

The size of the Africa Energy Drinks Market was valued at USD XX Million in 2023 and is projected to reach USD XXX Million by 2032, with an expected CAGR of 11.55% during the forecast period. Recent developments include: October 2023: Miss South Africa Natasha Joubert has expanded her business venture by collaborating with the MoFaya energy drink business. Joubert has launched the Berry Queen-flavoured energy drink under the MoFaya energy drink brand.October 2023: Switch Energy Drink introduced 3 new flavors in the African region. The three new limited-edition flavors are Sour Worms, Naartjie & Grape, and Kiwi, Mango & Strawberry.September 2023: Switch Energy Drink launched a special limited-edition flavor in celebration of South African Heritage Day. As a brand deeply rooted in the South African spirit, Switch Energy Drink is excited to contribute to the festivities with this special edition.. Key drivers for this market are: Increasing Demand for Protein-Rich Food, Increasing Demand for Plant-Based and Organic Ingredients. Potential restraints include: Presence of Counterfeit Products. Notable trends are: OTHER KEY INDUSTRY TRENDS COVERED IN THE REPORT.

Discover the booming South African beverage market! Explore its ZAR 150 billion (2025 est.) valuation, 5.19% CAGR, key players (Coca-Cola, PepsiCo, Red Bull, etc.), and emerging trends shaping this dynamic sector. Learn about market segments, regional variations, and future growth potential. Key drivers for this market are: Growing demand for flavored beverages in food and beverage industries. Potential restraints include: Increasing concerns regarding obesity and health awareness. Notable trends are: Increased Consumption of Alcoholic Beverages.

The South African beverage market, valued at approximately ZAR 100 billion (estimated based on global beverage market trends and South Africa's economic indicators) in 2025, exhibits robust growth potential. A compound annual growth rate (CAGR) of 5.19% is projected from 2025 to 2033, driven primarily by rising disposable incomes, increasing urbanization, and a burgeoning young population with evolving consumption habits. The market is segmented by product type (alcoholic and non-alcoholic beverages) and distribution channel (on-trade and off-trade). The non-alcoholic segment, encompassing energy drinks, carbonated soft drinks, tea, coffee, and other beverages, is expected to dominate due to wider consumer appeal and health-conscious trends, although the alcoholic beverage segment (beer, wine, and spirits) retains significant market share, fueled by established cultural preferences and tourism. Growth within the off-trade channel (supermarkets, convenience stores, and online retail) is anticipated to outpace on-trade (restaurants and bars), reflecting changing consumer lifestyles and the increasing convenience of online shopping. Competitive pressures from both international giants like PepsiCo, Coca-Cola, and Anheuser-Busch InBev, and local players like Ekhamanzi Springs and Kingsley Beverages, will continue to shape market dynamics. Challenges include fluctuating raw material costs, stringent regulations concerning alcohol consumption, and health concerns related to sugary drinks, which necessitate innovative product development and targeted marketing strategies. The forecast period anticipates steady expansion, with the market likely exceeding ZAR 160 billion by 2033. Key growth drivers will include the development of innovative, healthier beverage options catering to evolving consumer preferences, expansion of e-commerce platforms for beverage sales, and strategic partnerships between multinational companies and local distributors to leverage regional market expertise. However, the market will need to navigate potential economic downturns and maintain sustainable sourcing and distribution practices to ensure consistent growth and profitability. Companies will need to adapt to shifting consumer demands for transparency, sustainability, and ethical sourcing of ingredients, factors which are increasingly influencing purchasing decisions within the South African beverage sector. Recent developments include: September 2022: Coca-Cola introduced a new juice brand in South Africa, Cappy, a 100% fruit juice in various flavors, including Tropical, Orange Mango, Apple, Orange, and Grape., July 2022: Red Bull launched a new Summer Edition Apricot energy drink across South Africa, which contains a blend of apricot and strawberry with a hint of peach flavor., June 2022: Bang Energy, North America's third-largest energy drink, partnered with SG Gateway Services to expand its presence in South Africa. Bang Energy offers Star Blast, Frosé Rosé, and Rainbow Unicorn in leading retail outlets nationwide, geared toward fitness enthusiasts, athletes, gamers, extreme sports fans, and healthcare workers.. Key drivers for this market are: Growing demand for flavored beverages in food and beverage industries. Potential restraints include: Growing demand for flavored beverages in food and beverage industries. Notable trends are: Increased Consumption of Alcoholic Beverages.

The South Africa Energy and Sports Drinks market is expected to grow at above 6.44% CAGR from 2023 to 2028, Increasing adoption of energy drinks as a study aid.

In South Africa Sports and Energy Drinks Market, offering valuable insights, key market trends, competitive landscape, and future outlook to support strategic decision-making and business growth.

The Energy Drinks Market report segments the industry into Soft Drink Type (Energy Shots, Natural/Organic Energy Drinks, Sugar-free or Low-calories Energy Drinks, Traditional Energy Drinks, Other Energy Drinks), Packaging Type (Glass Bottles, Metal Can, PET Bottles), Distribution Channel (Off-trade, On-trade), and Region (Africa, Asia-Pacific, Europe, Middle East, North America, South America).

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Energy Drinks Market Size 2025-2029

The energy drinks market size is valued to increase USD 51.3 billion, at a CAGR of 8.7% from 2024 to 2029. Hectic lifestyle and need for instant energy will drive the energy drinks market.

Major Market Trends & Insights

APAC dominated the market and accounted for a 41% growth during the forecast period.
By Product - Sparkling energy drinks segment was valued at USD 65.30 billion in 2023
By Distribution Channel - Offline segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 97.51 billion
Market Future Opportunities: USD 51.30 billion
CAGR from 2024 to 2029 : 8.7%

Market Summary

The market represents a dynamic and continually evolving industry, fueled by consumer demand for products that offer instant energy and productivity. Core technologies, such as caffeine and taurine, remain at the heart of energy drink formulations, while applications span various sectors, including sports, workplaces, and education. The market is further segmented into product categories, including carbonated and non-carbonated beverages, and service types, such as ready-to-drink (RTD) and concentrate or powder formats. Despite the market's growth, it faces challenges, including stiff competition from low-cost substitutes and increasing regulations. For instance, the European Union has imposed stricter labeling requirements and caffeine limits on energy drinks.
Nevertheless, opportunities abound, particularly in the increasing demand for low-calorie energy drinks, which cater to health-conscious consumers. According to recent reports, the low-calorie segment is expected to account for over 40% of the global energy drink market share by 2027. With the hectic pace of modern life showing no signs of slowing, the market continues to unfold, offering both challenges and opportunities for industry participants.

What will be the Size of the Energy Drinks Market during the forecast period?

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How is the Energy Drinks Market Segmented ?

The energy drinks industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Sparkling energy drinks
  Still energy drinks


Distribution Channel

  Offline
  Online


Type

  Natural/organic
  Conventional


Category

  Carbonated Energy Drinks
  Non-Carbonated Energy Drinks
  Natural Energy Drinks
  Sports Drinks


Format

  Ready-to-Drink (RTD)
  Shots
  Powder


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Product Insights

The sparkling energy drinks segment is estimated to witness significant growth during the forecast period.

Sparkling energy drinks, characterized by their carbonation, have gained significant traction among consumers worldwide. These beverages, which can be made with carbonated water or soda water as their base, have become popular due to their association with providing instant energy. To meet this growing demand, companies are continually introducing new sparkling energy drink products and expanding their production capacities. For example, in April 2024, Breville launched InFizz Fusion, its first carbonated beverage, which can be used to carbonate various beverages, including juices, wine, alcohol, coffee, and tea. This innovation is expected to attract new customers and contribute to the expansion of the sparkling energy drink segment in the market.

Moreover, companies are differentiating their products through ingredient sourcing, vitamin fortification, and carbonation techniques. For instance, some energy drinks contain herbal extracts, such as guarana and taurine, while others use natural sweeteners. Additionally, quality control testing, sensory evaluation, and manufacturing processes are crucial elements in ensuring product consistency and safety. Advertising campaigns, pricing strategies, sales promotions, and brand positioning are essential components of marketing efforts in the energy drinks industry. Shelf life extension, electrolyte balance, and sugar substitutes are also significant factors in product development. Functional ingredients, such as vitamins and minerals, are increasingly popular, as consumers seek healthier alternatives.

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The Sparkling energy drinks segment was valued at USD 65.30 billion in 2019 and showed a gradual increase during the forecast period.

The market is dynamic, with ongoing innovation strategies and regulatory compliance p

The Middle East and Africa (MEA) functional beverages market, encompassing energy drinks, fortified juices, sports drinks, dairy-based drinks, and others, is experiencing robust growth. Driven by increasing health consciousness, rising disposable incomes, and a burgeoning athletic and fitness culture across the region, the market is projected to maintain a Compound Annual Growth Rate (CAGR) of 4.17% from 2025 to 2033. Key growth drivers include the expanding young population, increasing urbanization leading to busier lifestyles, and a growing preference for convenient, on-the-go nutrition solutions. The supermarket/hypermarket channel dominates distribution, but online retail is showing significant growth potential, fueled by increased internet penetration and e-commerce adoption. While the South African and Saudi Arabian markets currently lead regional sales, considerable untapped potential exists in the "Rest of Middle East and Africa" segment, presenting lucrative opportunities for market expansion. Competition is fierce, with major multinational players like Nestle, PepsiCo, Coca-Cola, and Red Bull vying for market share alongside regional brands. However, the market's growth is tempered by factors such as fluctuating raw material prices, stringent regulatory standards, and evolving consumer preferences regarding sugar content and artificial ingredients. Successful players will need to adapt their product offerings and marketing strategies to cater to diverse consumer needs and preferences across the region. The market segmentation reveals a diverse landscape. Energy drinks and sports drinks maintain a significant share, driven by the aforementioned health and fitness trends. However, the increasing demand for healthier alternatives is boosting the growth of fortified juices and dairy-based functional drinks. This shift indicates a growing consumer preference for natural ingredients and functional benefits beyond simple refreshment. The distribution channels showcase an evolving retail landscape. While traditional retail channels (supermarkets, convenience stores) remain dominant, the online channel presents significant future growth potential, especially as internet access expands. The geographical breakdown highlights the importance of South Africa and Saudi Arabia as key markets, but growth opportunities exist in other MEA countries with rising middle classes and evolving consumption patterns. Continued innovation, including the development of new product formulations that meet evolving consumer health preferences and the expansion of distribution channels, particularly e-commerce, will be vital for continued market success. Recent developments include: October 2022: iPRO launched a range of sports drinks in Carrefour stores across the United Arab Emirates. The company claims that it contains 100% of the daily recommended vitamin C intake, along with added B vitamins., February 2022: PepsiCo launched its new hemp-based energy drink lineup in the Middle East named "Rockstar Energy." It comes in three different flavors and contains less caffeine than other Rockstar products. Each 12-ounce can of Rockstar Energy contains 80 mg of caffeine in it., March 2021: Perrier launched its first-ever carbonated energy beverages with Perrier Energize in Saudi Arabia. It is made of coffee and yerba mate extracts, is organic certified, low-calorie, and does not contain artificial sweeteners. It comes in three different flavors pomegranate, grapefruit, and tangerine.. Notable trends are: Growing Demand for Plant-based and Lactose-free Products.

The Sugar Free Energy Drinks Market is segmented by Packaging Type (Glass Bottles, Metal Can, PET Bottles), by Distribution Channel (Off-trade, On-trade) and by Region (Africa, Asia-Pacific, Europe, Middle East, North America, South America). Market Value in USD and Volume in Liters are both presented. Key data points observed include market segmental split by soft drink category, packaging type, distribution channel, and region

Snapshot img

Organic Energy Drinks Market Size 2024-2028

The organic energy drinks market size is forecast to increase by USD 4.57 billion, at a CAGR of 10.2% between 2023 and 2028.

The market is experiencing significant growth, driven by the launch of new products and increasing innovation from companies. This trend is fueled by consumers' increasing preference for healthier beverage options, leading to a rise in demand for soft drinks and organic energy drinks. However, the market also faces challenges such as recalls of organic energy drinks due to contamination issues. companies must ensure stringent quality control measures to mitigate these risks and maintain consumer trust. As the market continues to evolve, companies will need to focus on product innovation, sustainability, and transparency to stay competitive. Overall, the market is expected to witness steady growth in the coming years, driven by these key factors.

What will be the size of the Organic Energy Drinks Market During the Forecast Period?

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The organic energy drink market continues to gain traction among consumers seeking quick energy boosts without compromising their health. Driven by the increasing demand for mental alertness and physical performance enhancement, energy drinks have emerged as popular alternatives to traditional soft drinks, particularly among teens and young adults. While caffeine remains a key ingredient, the market is witnessing a shift towards organic options, with natural ingredients such as vitamin B, amino acids, herbal extracts, and taurine gaining popularity. Health-conscious consumers are increasingly concerned about the health effects of sugar and artificial ingredients in energy drinks, leading to the growth of sugar-free and low-calorie options.
The geriatric population and fitness enthusiasts, including athletes, are also embracing organic energy drinks for their energy-boosting properties. Distribution channels, including direct selling, are expanding to cater to the diverse needs of this market. However, potential health risks associated with excessive caffeine consumption and lifestyle changes continue to pose challenges for market growth. Brand building and innovation remain crucial for companies to differentiate themselves in this competitive landscape.

How is this Organic Energy Drinks Industry segmented and which is the largest segment?

The organic energy drinks industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Packaging

  Can
  Bottle
  Tetra pack


Distribution Channel

  Offline
  Online


Geography

  North America

    Canada
    Mexico
    US


  APAC

    China
    India
    Japan


  Europe

    Germany
    UK
    France


  South America

    Brazil


  Middle East and Africa

By Packaging Insights

The can segment is estimated to witness significant growth during the forecast period.

The market has experienced notable growth due to the rising consumer trend towards healthier and more natural beverage alternatives. Among the various packaging options, cans have gained prominence in this market. Cans offer several advantages, including convenience, portability, and extended product shelf life. Lightweight and easy to transport, cans are a preferred choice for consumers on-the-go. Moreover, cans are highly recyclable, aligning with the increasing consumer preference for eco-friendly packaging solutions. Key ingredients in organic energy drinks include vitamins B, amino acids, herbal extracts, and natural sugars. These beverages cater to health-conscious consumers seeking a quick energy boost without the added sugars and artificial additives found in traditional energy drinks.

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The can segment was valued at USD 4.84 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 33% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The North American market for organic energy drinks is witnessing significant growth due to the rising consumer trend towards healthier and more natural beverage alternatives. With a high level of health consciousness and a strong preference for organic products, the US and Canadian markets present a prime opportunity for organic energy drink brands. Fitness enthusiasts and athletes, as well as gamers and professionals seeking a quick energy boost, are key consumer segments for organic e

USD 382.84 Million in 2024; projected USD 799.67 Million by 2033; CAGR 8.37%.

Canadean's, Energy Drinks Consumption (Volume and Growth) Forecast to 2021 – Africa, report is a comprehensive report, covering Energy Drinks consumption in Africa market. The quantitative data in the report provides historic and forecast Energy Drinks consumption data by country in Volume (M Liters). The report considers, Energy Drinks as an energy-enhancing product intended to boost mental or physical energy and promote wakefulness. These products are mainly carbonated and contain stimulants such as caffeine, taurine, guarana, glucuronolactone, yerba mate, along with glucose syrup (corn syrup) and maltodextrin. May also contain B complex group vitamin combinations, as well as vitamins A and E (i.e. antioxidants); vitamin C (ascorbic acid); L-carnitine; exotic herbs and substances, such as gingko biloba, ginseng, milk thistle; acidity regulators which are coffee, tea and energy blends where the base formulation of the product is an energy drink and coffee or tea is the flavor. And also still or carbonated, ready to drink (rtd) products, non-ready to drink (non-rtd) powders and concentrates. This report includes top level Energy Drinks consumption actual data for 2010 – 2014, provisional data for 2015; while forecasts are provided for 2016 – 2021 across 2 individual countries. The countries covered in the report are Nigeria and South Africa. This report is the result of Canadean’s extensive market research covering the Energy Drinks market in Africa. It provides a top-level overview and detailed insight into the operating environment for the Energy Drinks market in Africa. It is an essential tool for companies active across the Energy Drinks value chain and for new players that are considering entering the market. Read More

The Soft Drinks Market report segments the industry into Soft Drink Category (Carbonated Soft Drinks, Energy Drinks, Juices, RTD Coffee, RTD Tea, Sport Drinks), Packaging Type (Aseptic packages, Disposable Cups, Glass Bottles, Metal Can, PET Bottles), Distribution Channel (Off-trade, On-trade) and Region (Africa, Asia-Pacific, Europe, Middle East, North America, South America).

The Middle East and Africa Ready To Drink Beverages Market Report Segments the Industry Into Product Type (Tea, Coffee, Energy Drinks, Fruit and Vegetable Juice, Dairy-Based Beverages, Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Stores, Other Distribution Channels), and Geography (Saudi Arabia, United Arab Emirates, South Africa, Rest of Middle East and Africa).