Photo shows some of the energy drinks in the market. With the arrival of two new ones, market competition will be intensified. Photo: STARCompetition in the local energy drink market will intensify in the coming months with another two conglomerates, Pran-RFL Group and Al-Amin Group, launching energy brands.
Pran-RFL Group has already started distributing its energy drink under the brand 'Power' while Al-amin Group is still to reveal the name of its offering that will come onto the market later this year.
These companies will compete with imported and local leading brands such as Red Bull, Royal Tiger and Speed.
"It's a growing market that's why we are here," said Kamruzzaman Kamal, executive director for Marketing of Pran-RFL Group that plans to start a promotional campaign next month.
Pran and Al-amin will be the second and third entrants in a year after Partex Beverage that hit the market with its Big Boss brand early this year in an attempt to acquire a stake in the Tk 100 crore market.
A change in consumer tastes and choices is attributed to the rise in demand for energy drinks, which are taking 10-20 percent of the overall soft drinks market of about Tk 650 crore.
"People are showing more interests in local brands now. Increased consumption is now encouraging others to come with their products," said Md Khairul Anam, sales & marketing director of Globe Soft Drinks, the producer of leading brand Royal Tiger that has been witnessing an average 20 percent growth in sales since 2005.
"It's good to face competition because it will encourage us to improve the quality of our products to win consumers," said Aktartuzzaman, marketing manager of Partex Beverage Ltd.
Zahir Uddin Mahmud Khan, general manager for marketing of food processing business conglomerate Al-Amin Group, said the rapid increase in demand had prompted it to launch its new drink.
"We are hopeful to come with our energy drink within this year. But we have yet to select the name of our brand," said the official of Al-Amin Group which manufacturers soft drinks through its subsidiary Al-Amin Beverage Industries Ltd.
sohel@thedailystar.net
