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  • Take off for energy drinks in East Europe
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7th May 1998

Take off for energy drinks in East Europe

A third year of 80% growth for energy drinks in East Europe is forecast by specialist consultancy Zenith International in its newly published first report on the sector. This would take sales up from just 4 million units in 1994 to more than 100 million in 1998.

"Poland and Hungary have shown the greatest promise so far, accounting for 56% of the 1997 East European total between them," notes Zenith Market Analyst Heather Barnes. "The Czech Republic comes third with over 20 brands now available there. Consumption is already above the West European average in both Hungary and Estonia."

Seven of the top ten East European brands are from West Europe. Red Bull from Austria has a commanding 53% share and leadership in nine countries. Second placed Blaue Sau from Germany made strong gains after its 1997 entry in the Czech Republic and Slovakia to claim a 7% share. Bomba from Büke Üdetö in Hungary took third place to become the leading locally produced brand, followed by the controversially named Erektus and Semtex at sixth equal from the Czech Republic's Pinelli SRO.

There is generally more uniformity to energy drinks in East Europe compared with West Europe. 93% are carbonated, 91% are packed in 25cl cans and 85% contain caffeine and taurine. "East Europe also has fewer different national restrictions which have held back some West European countries," observes Zenith Chairman Richard Hall. "This is certainly apparent in product claims. For example, Lithuania's Selita has just launched an energy drink called Sex Plius Energija."

The Zenith Guide to Energy Drinks in East Europe contains 110 pages, 32 company profiles and 14 country market profiles. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com.


Notes for Editors

1. For further information, please contact:

Richard Hall or Heather Barnes, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901
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