The rise of Energy Drinks in Africa


Urbanisation, increase in discretionary incomes, and rise in the middle class have led to the growing popularity of energy drinks in recent years in Africa.

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Go beyond flavour in 2020

While main consumers continue to fit the standard profile: millennials and teens, mainly male between the ages of 18 and 35, who rely on energy drinks to fuel them during extreme sports, the category is seeing emerging trends. Consumers are starting to look for both depth and complexity. With little innovation in current mainstream offerings, opportunity is ripe now to create exciting new flavours and taste profiles.

 

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Emerging

Fastest Growing in the Last Year


To learn more about the market potential of energy drinks in Africa, download our infographic.

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