Market research company Euromonitor International released a new e-book identifying the top five soft and hot drinks trends in six countries throughout the Middle East and North Africa.
The MENA region will see 8.6 percent year-on-year forecast growth in healthy beverage categories compared to 2.9 percent growth in the carbonates category due to campaigns against sugary drinks led by the ministries of health. Key players within the soft and hot drinks market are also being adventurous in terms of packaging innovation, which is driving sales in struggling economies within the region.
Trends highlighted in the e-book:
- Healthy drinks have seen increased popularity in Saudi Arabia, UAE, Iran, Morocco, Tunisia and Algeria due to consumers’ interest in healthy lifestyles. Also, with the growing concerns over the quality of tap water in Tunisia and Iran, Euromonitor has seen demand for bottled water. Additionally, low calorie carbonates and non-carbonates are growing as consumers face growing concerns about obesity.
- Energy drinks are still very popular in markets such as Saudi Arabia, Tunisia and Algeria. Due to the ban of alcohol in Saudi Arabia, energy drinks are often seen as a ‘substitute’ leisure drink due to high caffeine content. In Tunisia and Algeria, domestic brand strategy is focused on providing energy drinks at lower price points, as consumers are still likely to purchase these products despite the health warnings and thus energy drinks are big winners with growth in both volume and value.
- Packaging in the MENA region is seeing new innovation through product development and environmentally friendly bottle design. Slim cans, mainly used for ‘trendy’ energy drinks have successfully changed the look of the carbonates market in 2014. Furthermore, Saudi’s growing demand for convenience has led to an increase in demand for impulse single serve consumption drinks. The model of small juice ‘on the go’ was also adopted by key players in Morocco and Algeria.
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