Innovative flavours give SA’s Sports and Energy Drinks market a kick

Globally, consumers are increasingly expecting their favourite beverage products to come in new and exciting flavours, which include Sports and Energy Drinks, to provide them with the flavourful kick they desire. As a result, innovative product offerings are being launched that include unique fruity combinations that complement the seasons, coffee-themed flavours for a morning caffeine boost, as well as flavours that provide exotic and distinctive flavour combinations. Major players are betting that the introduction of these novel flavours will give their bottom line, and the Sports and Energy Drinks market, the boost it needs.

Insight Survey’s latest South African Sports and Energy Drinks Industry Landscape Report 2023, carefully uncovers the global and local Sports and Energy Drinks market, based on the latest intelligence and research. It examines the latest global and local market trends, innovation and technology, drivers, and challenges, to present an objective insight into the South African Sports and Energy Drinks industry environment and its future.

In 2023, the global Energy and Sports Drinks market is expected to reach a value of approximately US$193.0 billion. Furthermore, the market is expected to increase at a compound annual growth rate (CAGR) of 5.6%, to reach a value of approximately US$240.0 billion by 2027, as illustrated in the graph below.

Source: Statista Graphics by Insight Survey

This growth of the global Sports and Energy Drinks market is being driven by an increased focus on health and fitness, powdered sports drinks products, and zero-sugar energy drinks. Additionally, a major factor driving the market, is the release new flavour combinations and variations, catering to consumer demands for novel and interesting flavours.

As an example, the Sports Drink brand, Carabao, recently added two new unique ‘fantastic flavours’ to its product range, including a mixed berry flavour and an orange flavour, which have been designed to help consumers maintain active routines and day-to-day health. Additionally, BODYARMOR also released a new cherry lime Sports Drink flavour to its range, which appeals to the more active consumer segment and assists with post-workout replenishment.

Similarly, the South African market is also seeing the release of innovative Sports and Energy Drinks flavours, as players adapt to changing and demanding consumer tastebuds. This includes products being launched in earthy and fruity flavours, as well as coffee and festive-themed flavours, amongst a variety of others.

For example, in March 2023, Dragon Energy Drink launched three new coffee-themed flavours to its range, which include Espresso, Mocha, and Salted Caramel flavours. These products have all been infused with coffee to provide consumers with their ‘morning fuel’. Furthermore, Dragon Energy Drink released more fruity flavours into the market, with its new Mango and Granadilla Energy Drink which also contains added caffeine and B vitamins.

Moreover, Switch Energy Drink announced the expansion of its Vitamin C Energy Drink range with two new flavours, namely Grapefruit & Naartjie; and Apple, Kiwi, & Moringa. The decision to expand its Energy Drink range was driven by the success of its Vitamin C + Zinc range. Switch Energy Drink further launched a limited-edition festive-theme Energy Drink called ‘Switch Holiday’, which provides a strawberry pancake flavour with a hint of cinnamon, to provide that special festive kick.

In addition, Reboost Energy Drink announced two new Energy Drink flavours to the South African market in 2023, with the company releasing its Fiery Ginger and Dry Lemon BURST flavours. The Fiery Ginger offers a ‘fiery’ hint of ginger, balanced with a sweet finish, and has been described by the company as the perfect pairing for winter months, as the flavour ‘warms from the inside out’.

Furthermore, Energade Sports Drink introduced a zero-sugar Sport Drink range with three unique flavours, namely Blueberry; Lemon, Lime & Ginger; and Strawberry & Cucumber, which all contain no sugar or calories, while offering double the electrolytes for more effective replenishment. Lastly, Prime Hydration, a global beverage brand, entered the South Africa Sports Drink market with four interesting flavours, namely Ice Pop, Blue Raspberry, Lemon Lime, and Tropical Punch, positioned as an ideal thirst quencher for consumers who wish to hydrate, refuel, and replenish energy levels.

The South African Sports and Energy Drinks Industry Landscape Report 2023 (90 pages) provides a dynamic synthesis of industry research, examining the local and global Sports and Energy Drinks industry from a uniquely holistic perspective, with detailed insights into the entire value chain –market sizes and forecasts, industry trends, latest innovation and technology, key drivers and challenges, as well as manufacturer, distributor, and pricing analysis.

Some key questions the report will help you to answer:

  • What are the current market dynamics of the global Sports and Energy Drinks industry?
  • What are the latest global and South African Sports and Energy Drinks industry trends, innovation and technology, drivers, and challenges?
  • What are the market value and volume trends in the South African Sports and Energy Drinks industry (2017-2022) and forecasts (2023-2027), as well as channel distribution?
  • Which are the key manufacturers and distributors in the South African Sports and Energy Drinks industry?
  • What is the latest company news for key players in terms of products, new launches, and marketing initiatives?
  • What are the prices of popular Sports and Energy Drinks brands and products across South African retail outlets?

Please note that the 90-page full report is available for purchase for R37,500.00 (excluding VAT). Alternatively, individual sections can be purchased for R17,500.00 (excluding VAT).

For more information, please email, call our Cape Town office on (021) 045-0202 or Johannesburg office on (010) 140- 5756.

For a full brochure, please click here: SA Sports and Energy Drinks Industry Landscape Brochure 2023

About Insight Survey:

Insight Survey is a South African B2B market research company with more than 15 years of heritage, focusing on business-to-business (B2B) market research to ensure smarter, more-profitable business decisions are made with reduced investment risk.

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