Health and wellness trend strengthens sports drinks in Middle East and North Africa
21 January 2014
Sales of sports drinks have continued to increase in the Middle East and North Africa (MENA), according to Canadean’s latest Global Sports Drinks Report. Although the region remains the smallest in terms of category share, it witnessed a dynamic increase in 2012. The growth rate in MENA was higher than that found in any other region, with Saudi Arabia almost doubling its volume contribution. Indeed, the Saudi Arabia market is looking particularly strong and now leads the region in sports drinks consumption.
The category’s high double-digit growth rate is due to the burgeoning wellness trend across a number of markets. As Canadean’s analyst, Chris Strong says: “Obesity is a growing concern in the region and government campaigns have encouraged people to take more exercise. This has buoyed the sports drinks market, as well as increasing consumer purchases, particularly at gyms and fitness centres”.
Sports drinks also represent a status symbol through which younger consumers can relate to their favourite sports stars. Interest in soccer is increasing throughout the region, especially since Qatar’s successful bid to host the World Cup in 2022. Leading sports drinks companies have therefore begun to exploit this trend through sponsorship and marketing activities.
The emphasis on healthy living will continue to have a positive impact on the MENA sports drinks market in the coming years. Regional consumption is set to more than double by 2018 with Saudi Arabia remaining dominant, according to Canadean data. MENA will nonetheless remain the smallest region in the sports drinks category globally, with volume sales still some way behind Africa and East Europe by the end of the decade.
The MEKO sugar-free sports drink was launched in May
and has proved really popular across the MENA region.
This information is based on findings from Canadean’s Global Sports Drinks Report 2013.