Energy drinks contain a high level of caffeine and give a short-term adrenaline rush. They constitute performance enhancing products. They are also represented as fashionable and trendy drinks, essential to having a good time with friends, or as substitutes for coffee.

The Energy Drinks market is considered a niche market. The original target population was the sophisticated, upper LSM, metro-dweller. This has now been extended to include LSM 5 – 7; mainly in Gauteng, Kwazulu-Natal and Eastern Cape.

Total Trade Desk Value of R2,2 Billion and 46 Million liters per annum in South Africa.
2012+ Total Trade Desk trended to grow as the new consumer market is growing; LSM 5 –7. With this change in focus, it creates new potential for innovative marketing strategies, product offerings and brand diversification.

Forecourts and Top-end retailers dominate share of sales.

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