Energy drinks and ice tea, two segments still underdeveloped on the beverages market, registered growth by over 150% in H1 this year against the same period last year.
Sales of energy drinks soared by almost 140% in terms of volume in the first 6 months of the year against last year, in line with retail data released by Nielsen market research firm, quoted by Red Bull, the leading market player.
In terms of value, the growth rate was lower (108%) and reached 11.7m euros in H1 amid the arrival of some low-price products on the market.
Through the launch of low-price energy drinks, newcomers on the market are expected to increase the number of consumers, a future boon for rivals positioned on the upper segments, such as Red Bull and Coca-Cola. New customers, who are attracted by low prices, are expected to shift to more expensive products, a trend experienced by other categories of beverages, such as nectars.
Among the companies that have entered the low-price segment are imported brands and European Drinks, the largest Romanian company on the soft drinks market, which recently launched a new product. "With Rienergy we are counting on large sales volumes," stated European Drinks representatives. Red Bull, leader of the energy drinks market, logged retail sales worth almost 7m euros in H1, which accounted for around 60% of the market. In terms of volume, market share stood at around 47% during the above-mentioned period.
In 2007, the company generated the biggest summer season sales, a trend witnessed across the entire market. This summer's increases peaked in August, when energy drinks consumption in retail reached 3m euros (9.8m RON), with Red Bull sales worth 1.7m euros (5.58m RON). In 2006, the top 3 companies on the market (in terms of retail market share) were Red Bull Romania (with Red Bull), Coca-Cola HBC (with Burn) and Dacardi Impex (Power Horse and Red Force).
Companies first entered the energy drinks market in 1996 and initially focused on petrol stations and the HoReCa channel. In a bid to attract more customers, companies have increasingly centred on retail, which they now believe is as important as the other channels. This year's increases drove retail sales of energy drinks to over 2 million litres in H1.
The ice tea segment in H1 2007 posted a similar growth rate to energy drinks. According to Pepsi Americas Romania, domestic sales of ice tea jumped by 153% in H1 against the same period in 2006. The high temperatures recorded in summer provided the main impetus for this year's evolution. Three new players have entered the market this year: Tymbark Maspex Romania, Romaqua Group and European Drinks. Their new product launches were boosted by the hot weather.
Red Bull
Leader of the energy drinks market
Set up a domestic unit in 2004, in a bid to improve distribution
Registered retail sales worth almost 7m euros in H1 2006, accounting for around 60% of the market
In 2007 posted the biggest summer season sales, with August sales reaching 1.7m euros (5.58m RON)
Retail sales hit 10.3m euros in the first 8 months, according to Nielsen data
In 2005 posted 10m-euro turnover
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