Thai-based En-Theories highlights the paradox in the APAC market where there is a growing demand for healthier beverages but also an aversion to the term ‘energy drinks’, making it challenging for natural alternatives to gain traction.
En-Theories' energy drinks use green tea caffeine and red Korean ginseng as natural energy boosters, differentiating them from conventional, chemical-laden energy drinks. Despite this, the brand faces difficulties as consumers associate the term "energy drink" with unhealthy options, even when presented with all-natural alternatives. This perception barrier requires extensive consumer education to overcome.
In the Thai oligopoly market dominated by brands like Red Bull and Carabao, En-Theories positions itself as the energy drink for the health-conscious, emphasizing its use of Asian-origin herbs. The brand is also targeting markets like Singapore, where there is a stronger understanding of natural energy boosts. However, penetrating the market requires careful strategy and clear differentiation from both local and Western competitors.
Comments