Côte d’Ivoire/Drinks market: What will be the fate of suspended energy drinks?
Some companies producing and distributing alcoholic energy drinks have been compelled to suspend their operations in several African countries, including Côte d’Ivoire.
Last October, the distributor of Vody Energy Drink, for instance, was ordered to temporarily halt its commercial activities in Côte d’Ivoire.
Retailers of this brand were also required to remove the products from their shelves, leading to a reduction in their sales revenue.
The official notice specified that this suspension would last from October to December 2023.
However, other reports indicated that the suspension might extend until February 2024, after the Africa Cup of Nations (AFCON 2024), which took place in Côte d’Ivoire from January 13 to February 11.
From February to June 2024, more than four months have passed, and negotiations are ongoing to bring these popular beverages back to the market.
Meanwhile, competitors continue their activities unimpeded, and potentially harmful products remain in circulation.
As energy drinks revolutionize the market and economies worldwide with a remarkable increase in revenue due to higher consumption, some business operators are hindered from experiencing this success due to unfair competition.
Retailers and consumers of the suspended products are left wondering how long this situation will persist.
Will an agreement be reached between the government and the affected companies? Only time will tell.
