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Marketers in Sweden are targeting women with new product launches in the energy drink segment, states Euromonitor International research analyst George Fulep. Femme Natural Boost is the first energy drink in Sweden created specifically for women and is sold in a slim, pink can. Sweden also saw the launch of Natural Magic Energy, which is free of taurine, artificial sweeteners, and preservatives. The worldwide energy drink market is expected to grow by about 27% in value terms annually until 2016, so unique product designs and concepts are welcome in the market.