WILD ideas for energy drinks - Juicy, classical, new flavor and mouthfeel experience (28.02.2011)

The segment of energy drinks is experiencing a surge in growth throughout the Middle East. At Gulfood, WILD is displaying its product ideas which are especially adapted to the regional market. These range from classic energy drinks to products containing juice, and include many new flavor options.

Dubai, February 28, 2011: Energy drinks continue to be in great demand among consumers. However, not everybody likes the typical taste of the classical products, and traditional energy drinks. Consumers are also looking for new alternatives. “To address to these consumers, manufacturers can opt for new creative concepts whose taste sets them apart from the classical energy drinks,” explains Jochen Bitzel, Vice President Eastern Europe and Middle East at WILD. At Gulfood, WILD is presenting concepts combining energy drinks with juice. The drinks are already very popular in the USA and Europe, but are an innovation in the Middle East. Manufacturers can choose between different juice contents, depending on customer requirements.

Moreover, unique flavorings enhance the attractiveness of energy drinks and further enliven the market. In Dubai, WILD is introducing variants that not only provide new taste experiences, but also a particular mouthfeel. They address both the traditional energy drinks’ consumers, and appeal to new target groups looking for energy-kicks with a new taste.

Even though the segment of energy drinks is quite young in the Middle East, it is already fully established and is steadily growing. According to the market research institute Canadean, the segment grew at an average of 7% per year between 2006 and 2010 throughout the Middle East and North Africa. The highest growth rate is in the United Arab Emirates, where energy drinks grew by 22% in the same period.  Forecasts show that the market will continue to grow in this region.


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   HighRes Visual, Caption: Energy drinks plus juice are an innovation in the Middle East. Source: Rudolf Wild GmbH & Co. KG (can be reprinted for free in the context of WILD articles and if source is cited)    (3690kb)