“Growing Shift toward Health-Focused and Functional Beverages”
- A significant and accelerating trend in the Egypt energy drinks market is the shift toward health-conscious and functional beverage options, as consumers increasingly seek products that support energy, hydration, and wellness without compromising on ingredients or taste
- In Egypt, local brands such as Sting (by PepsiCo Egypt) have introduced new low-sugar and berry-flavored variants that cater to younger, health-aware consumers. In 2023, Code Red Egypt reported a surge in demand for reformulated products with natural caffeine and vitamins
- Zero-sugar and organic variants are gaining popularity as consumers become more label-conscious and wary of artificial additives. In response, major brands such as Prime and Celsius are expanding product lines with offerings that include zero sugar, added electrolytes, and natural caffeine sources
- Functional claims such as cognitive enhancement, mood elevation, and recovery support are influencing product development strategies
- This shift is prompting both legacy brands and new entrants to innovate with clean labels, natural ingredients, and benefit-driven formulations, redefining consumer expectations and driving market differentiation across Egypt
