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| Source: Euromonitor website. |
The MENA region will see 8.6% year-on-year forecast growth in healthy beverage categories compared to 2.9% growth in the carbonates category due to campaigns against sugary drinks led by the respective 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, the research firm said.
Trends highlighted include:
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 Iran, Euromonitor has seen a growing demand for bottled water. Additionally, low calorie carbonated drinks as well as 'still' drinks are growing as consumers face growing concerns about obesity.
Energy drinks continue to be very popular in markets such as Saudi Arabia due to the ban of alcohol in the country. Euromonitor noted that energy drinks are often seen as a ‘substitute’ leisure drink due to the high caffeine content.
Energy drinks continue to be very popular in markets such as Saudi Arabia due to the ban of alcohol in the country. Euromonitor noted that energy drinks are often seen as a ‘substitute’ leisure drink due to the high caffeine content.
Packaging in the MENA region is seeing new innovation through product development and environmentally friendly bottle designs. 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.
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