Overall, the MENA region will see growth in healthy drinks categories across the soft drinks industry thanks to campaigns led by the ministries of health in several countries, warning the population about the danger of carbonated, sugary drinks. Key players within the soft and hot drinks market are also being adventurous in terms of packaging innovations which is driving sales in struggling economies within the region.
Trends Highlighted in the E-Book Include :
Healthy drinks have seen increased popularity in Saudi Arabia, UAE, Iran, Morocco, Tunisia and Algeria due to an increasing interest in a healthy lifestyle in the region. Also, with the growing concerns over the quality of tap water in Tunisia and Iran, Euromonitor has seen demand for bottled water. Additionally, low calorie carbonates and non-carbonates are growing with a rapid pace in the region as consumers face growing concerns about obesity.
Energy drinks are still very popular in markets such as Saudi Arabia, Tunisia and Algeria. Due to the ban of alcohol in Saudi Arabia, energy drinks are often seen as a ‘substitute’ leisure drink due to its high caffeine content. In Tunisia and Algeria, domestic brand strategy is focused on providing energy drinks at lower price points and consumers are still likely to purchase these products despite the health warnings, thus energy drinks are the big winners with growth in both volume and value.
Packaging in the MENA region is seeing new innovation through product development and environmentally friendly bottle design. 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 demand for impulse single serve consumption drinks. The model of small juice ‘on the go’ was also adopted by key players in Morocco and Algeria.