Over the forecast period, energy drinks will see a dynamic shift towards reduced sugar variants. This trend is driven by increasing health consciousness and concerns over sugar intake among consumers.
Energy drinks is set to witness increased competition, with innovation playing a crucial role in attracting and retaining consumers, particularly among younger consumers. Such consumers demand variety in choice and design, making innovative design, marketing and new flavours essential for catering to evolving and discerning tastes and preferences.
The retail volume growth of energy drinks in Bulgaria is expected to continue throughout the forecast period, albeit at a slowing pace, as the market matures and approaches its consumption limits. Youth culture will remain a key driver of growth, with energy drinks frequently consumed for energy boosts during social activities and parties.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See All of Our DefinitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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