Soft Beverages

Globally the soft drink category is forecasted to grow by 2.3% over the next five years. In contrast, the Middle East and Africa region will account for 10% of the total global retail value by 2022, growing at 5% over the same period.

While sales of carbonates decline, new sectors are growing at a faster pace such as: 

• Iced  teas
• Sports drinks
• Reduced sugar
• Functional juices 
• ‘Superfruit’ juices
• Premium & flavoured waters
   

Companies are accelerating their diversification not only in categories, but geography, and the MENA region is high up on the agenda. 

Hot Beverages

Globally, the hot drinks category is forecasted to grow at 2.9% over the next five years. In contrast, the Middle East and Africa region will account for 11% of the total global retail value by 2022, growing at an impressive 5% over the same period.

Premiumisation and the expansion of specialist coffee and tea shops drove value growth in nearly every market targeting high-income consumers in urban areas. 

The MENA region is growing ahead of global averages due to its strong out of home eating culture, driven by a quality luxury experience while emphasising flavour, health and functionality.

In the coming years, value concentration will centre around premium portioned coffee, fruit/herbal tea, green tea and loose black speciality tea.

*Source: Euromonitor International

• Clean label
• Cold-pressed juices
• Plant-based varieties
• Organics (still on trend)
• The impact of excise taxes
• Reduced sugar and ‘superfruit’ juices
• Those with low or zero artificial sweeteners
• Functional beverages with health benefits
• Beverages that provide for experience and tell a story
• Fermented beverages, probiotic, and prebiotic beverages
• Craft beverages that are brewed in small batches using natural, local ingredients such as honey and agave