Energy drink consumption has risen rapidly during the last three decades, particularly among the younger generation. There is a growing preference for immune-boosting beverages and foods that are high in vitamins, minerals, and other vital elements. Energy drinks improve both physical and mental performance. The market of global energy drinks was valued at $45.80 billion in 2020 and is expected to increase at a CAGR of 8.2 percent from 2022 to 2031, reaching $108.40 billion by 2031.
One of the primary drivers of the energy drinks market is the popularity of energy drinks that provide quick energy as well as mental and physical stimulation. An increase in health consciousness along with a change in consumer lifestyle and a rise in awareness towards health wellness products are expected to fuel the market growth. “At POWER HORSE we believe that the right attitude and good reserves of energy can take us to places. And yes, life is supposed to test us. It will put our fortitude and determination to the test.
Our purpose is to help people feel on top of their daily lives and to create a world where ordinary people can beat their best. Success is seldom a straight path; rather, it is a long-twisted road with bends and bogs, impediments, and detours. All meant to slow you down or completely cut you off from where you want to go. And you have an ally by your side: POWER HORSE. Together we will overcome every obstacle, smooth over every bump, and scale every mountain. Until you reach the pinnacle of your career", signifies Salvatore Caizzone, CEO of POWER HORSE. In an exclusive interaction with Asia Business Outlook, Salvatore Caizzone enlightens us more about POWER HORSE.
What is the outlook of energy drinks in the next five years and how do you see the future of POWER HORSE?
While it has already been arguably the fastest-growing beverage category over the past 30 years, Energy Drinks are expected to continue
growing in high single-digit terms in the next 5-7 years. The main drivers behind such growth will be increased category penetration (value brands across emerging markets would also contribute) and the changing lifestyle needs of consumers of premium energy drinks like POWER HORSE. Being a well-known brand within Africa, the Middle East, and West Asia, POWER HORSE will focus on expanding its portfolio offering, going beyond major consumer groups, recruiting entry point consumers, and bridging the gaps between love for the brand and consumption, making it more relevant in their daily lives.
What are your brand values?
POWER HORSE sits within a sweet spot of people facing everyday challenges while needing to be at their best (both physically and emotionally). The brand fuels the ambitions of people who want to be on top of their game and therefore become unstoppable. The brand slogan #unstoppableyou precisely encapsulates brand values and brand personality. Unlike some competitors, the consumer is our hero, not the other way around. We want our consumers to feel on top of their world and we are there to support them on every step of their journey.
How does POWER HORSE differentiate from its competitors?
POWER HORSE is a lifestyle in a can. We are not about being the absolute best in the world, like some of the other energy drinks, instead, we are about becoming the best of ourselves and keep improving.
POWER HORSE wants its consumers to feel on top of their world & the brand is there to support them every step of the way
POWER HORSE is not about absolute glory, but inner confidence. It stems from the universal insight that not everyone can be the world champion, but everyone can endeavor to become a champion in their own world. POWER HORSE is quite unique and irreverent (compared to other energy drink brands), as its key focus is not on extreme sports but on elements and platforms closer to ordinary people; for instance, lifestyle, music, and football.
What are the growth opportunities for the brand?
We are constantly looking for new opportunities to expand our footprint in the world and offer our unique experience to consumers. Currently, the biggest opportunity lies in Africa (where consumption is one of the lowest), but also in west and south Asia. We already have market leadership within the premium segment in several markets and will continue to invest and strengthen our brand presence in these geographies.
Salvatore Caizzone, CEO, Power Horse
A former global executive with an impressive track record of delivering decades of exceptional growth in the FMCG & Consumer Healthcare sectors turned investor and entrepreneur with a passion for emerging markets.
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