Albania Soft Drinks Market 2025: Energy Drinks Outperform Global Giants

Pikasa Analytics, through its AI-powered media analysis and real-time media monitoring platform, carried out a detailed study of how people in Albania reacted to soft drink brands on digital media and social networks in the first half of 2025. Using advanced social media monitoring tools, audience engagement tracking, and brand reputation monitoring, Pikasa analyzed thousands of interactions across Facebook, Instagram, TikTok, YouTube, and LinkedIn. This research provides valuable insights for companies aiming to improve their marketing strategies and understand shifts in consumer behavior in the Albanian soft drinks market.

Scope of the Study

The research was based on a wide digital sample that included:

• 100 online media outlets
• Thousands of official brand pages across major social networks

By systematically analyzing comments, reactions, and shares with the analytics.live platform, the study provides a comprehensive overview of how the Albanian public interacts with beverage brands online.

This approach identifies:

• Which drinks are the most talked about
• How people perceive them
• What type of content drives engagement
• Which marketing strategies have the greatest impact

Key Findings

One of the most significant insights is that three out of the top five most popular drinks in Albania are energy drinks, based on total engagements (reactions, comments, and shares).

• Hell Energy - 108,857 engagements
• Red Bull - 60,974 engagements
• 8S2 - 13,157 engagements
• Coca-Cola - 78,854 engagements
• Pepsi - 12,013 engagements

This trend underscores:

• The rapid growth and rising popularity of energy drinks in Albania
• A shift in consumer preferences, particularly among younger audiences
• The dominance of TikTok, where 56.1% of users are aged 18–24, followed by 28.3% aged 25–34

Energy drinks are becoming a dominant category within the Albanian soft drinks industry, outpacing long-established global brands.

Why Energy Drinks Are Leading

The success of energy drinks in Albania is strongly linked to influencer-driven marketing on social media.

Key factors include:

• Strategic promotion by social media influencers on TikTok and Instagram
• Engaging and shareable content such as authentic endorsements, creative videos, and trending challenges
• Higher brand visibility and stronger recall compared to other beverage categories

These strategies demonstrate the growing importance of social media monitoring tools and media sentiment analysis in shaping consumer perceptions and market performance.

Methodology

Pikasa Analytics is a leader in data analytics for media, offering solutions in:

• Real-time media coverage analytics
• Social media monitoring tools
• Media sentiment analysis
• Brand reputation monitoring
• Audience engagement tracking

With coverage in more than 30 countries, including Albania, Pikasa uses advanced AI and machine learning technologies to deliver high-quality insights and in-depth analysis of digital conversations and media content.