PepsiCo to enter energy drink market

2010-07-28

PepsiCo is planning to introduce an energy drink under the Adrenaline Mountain Dew name to the Polish market. The company is to fight for a market sharen in the energy drinks market in Poland, worth around PLN 700m (€174.6m), in which FoodCare, the owner of the Tiger brand, accounted for around 31% in March 2010, whereas Red Bull and Burn, owned by Coca-Cola, had shares of 10% and 4% respectively. In total, there are around 140 energy drink brands on the Polish market.
According to industry representatives, a new player on the market will boost sales of energy drinks. In 2009, the market slowed after years of double-figure increases in sales. The Nielsen agency estimated that in 2009 the value of the sales of energy drinks increased by 3% year on year. The first quarter of 2010 brought an 11% increase in sales in terms of value. By volume, however, the market grew by 1% in the first three months of 2010. However, industry representatives estimate that it will continue to increase, to PLN 1bn (€249m) over the next few years.