Energy Drinks in SA Category Quantification 2018

Energy drinks are specifically targeted at consumers who lead busy lifestyles and engage in sporting activities, so in order to portray this image, product marketing needs to be aligned.

The category saw an influx of new players in recent years, these being mostly importers of final products, whereas only a few players have exited the market.

RTD energy drinks remain one of the fastest growing beverages in the industry as this category achieved a substantial volume growth year-on-year.

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