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 centers”.
Sports drinks also represent a status symbol through which
younger consumers can relate to their favorite 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.
This information is based on findings from GlobalSports Drinks Report 2013
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