Consumption of energy drinks, coffee and alcoholic beverages has increased significantly in the first half of this year, reflected in their high imports, which have surpassed the pre-pandemic period.

This trend indicates a revival of consumption this year, driven by increased inflows of foreign tourists, especially those from Kosovo who have somewhat amortized the non-arrival of foreigners from other European countries due to restrictions imposed by the pandemic.

Record of energy drinks

According to data from Customs, imports of energy drinks for the period January-July reached 9.5 million liters, an increase of 37% compared to the same period a year earlier. Even during the 7 months of the previous year, which coincides with the period when the country was in quarantine, again the consumption of this product was increasing, with imports for the 7 months expanding by 23% compared to the normal year 2019.

Closing at home and the stress caused by the pandemic is considered as one of the factors that stimulated the consumption of energy drinks. While in the first part of this year, sales have revived as a result of improving consumption and increasing the entry of foreigners, especially those from Kosovo.

More coffee

Coffee is another product that has seen an increase in consumption. According to customs in the period January-July 2021 were imported about 5 thousand tons of coffee with an increase of 10% compared to the same period of 2020. During the quarantine period, coffee consumption continued to be relatively high, despite the closure of bars and restaurants for several months, as the most popular product by Albanians was used at home (in that period a high increase in espresso sales was reported of coffee).

Consumption of alcoholic beverages is increased

Alcoholic beverages were the product most affected by the pandemic and the closure of bars and especially nightclubs. For the period January-July 2020, the consumption of alcoholic beverages (calculated as import plus domestic production) fell by 42% compared to the same period of the previous year. The highest contraction was recorded in domestic production, which almost halved, forcing some companies to adjust by focusing on the production of disinfectants that were in high demand during the pandemic.

But in the first half of 2021, consumption has recovered significantly, especially of foreign beverages. According to customs, the import of alcoholic beverages increased by 71% in January-July 2021, compared to the 7 months of 2020. Even compared to the same period of 2019, the expansion is about 51%. Domestic production was 445 thousand liters for January-July 2021, with an increase of 53% on an annual basis, but which is still 18% lower than in 2019.

(Source: Monitor)