August 20, 2008

This New Report Examines the High-Growth Energy Drinks Market With Recommendations for Courses of Action That Can Benefit Stakeholders

Research and Markets ( has announced the addition of the "Energy Drinks in the United States 2008" report to their offering.

Highlights of analysis in the report include:

- Why the market has achieved continued high growth, and why it will not be able to maintain the momentum in coming years

- Understanding the role of teens and young adults

- Why the market may have a hard time retaining teen consumers

- What role increasing scrutiny from legislatures, medical community, and schools will play in future

- How the market may face competition from alternative energy boosting beverages and/or supplements

- Will energy hybrids contribute growth or create confusion

- Barriers to consumer adoption of energy drinks

- Why mainstream advertising has not worked in the energy drinks market

- A glimpse into the profile of potentially heavy consumers of energy drinks through the analysis of usage and attitudinal information

Key Topics Covered:

Scope and Themes

What you need to know


Data sources

Sales data

Consumer survey data

Executive Summary

Market at a glance--poised for growth

Market cannot sustain current growth momentum--"soda syndrome" may follow

Demographic influences

Teens and young adults aged 18-24 are the biggest energy drink consumers

Hispanics and blacks generate growth in the market

Women are likely to be put off by the "girl" moniker

Red Bull remains the market leader: Coke and Pepsi can't catch up

Convenience stores drive growth as "sampling ground" while supermarkets thrive on value proposition

Value proposition through "big" format is going to drive growth

The need for an energy boost remains the biggest reason to drink energy drinks

Price and safety concerns are the major reasons for not drinking energy drinks

Market Size and Forecast

Robust current growth but weakening momentum in the next five years

Wal-Mart sales

Competitive Context

High prices discourage popular consumer acceptance; price decrease will likely encourage wider acceptance

Prices have declined, but not enough

Competition from other beverages

Coffee: efforts to target young and cool

Natural smoothies with an energy kick compete with energy drinks

Increasing numbers of hybrids drive growth

Acquisitions and alliances create expansion in distribution

Merger and acquisition activity


Lack of access to an established distribution system inhibits growth through innovation

Segment Performance

Non-aseptic energy drinks sales are almost absolute; other segments are to remain miniscule

Segment Performance--Non-Aseptic Energy Drinks

Price discount, compared to convenience channel, is a growth driver

Growing base of users will continue to drive growth

Non-aseptic energy drinks' marketing sets it apart from the other two segments

Segment Performance--Energy Drink Mixes

Energy drink mixes could grow amid weakening economy

Segment Performance--Aseptic Energy Drinks

Aseptic energy drinks lack the "cool" image of non-aseptic counterparts

Retail Channels

Convenience store sales grow on the strength of new product launches

Value-pricing proposition at food and other channels drives growth

Convenience stores and energy drinks--perfect marriage

Convenience store is "sampling ground" for the key consumer

Big competition in a little bottle

Convenience store develops own energy drink

Retail Channels--Supermarkets

Supermarkets' prime shoppers are not key energy-drink users; limited shelf space devoted to energy drinks

Market Drivers

Demographic influences

Teens drive growth through increased numbers of users; dismal future growth through population growth in teens

Young adults are the key demographic, but energy-drink use among 35-44s on the rise

Women are not likely to catch up with men's energy-drink consumption

Hispanics and blacks--profit driving demographics in the market

Increased scrutiny by authorities jeopardizes future growth from teens

Proposed ban by legislators

Future growth may halt if schools decide to ban energy drinks

Bottom line: energy drinks are risky for teens and young adults

Energy drinks as mixer with alcoholic beverages--mixed implications

Leading Companies

Coca-Cola and PepsiCo are not the top energy-drink sellers

Brand Share--Energy Drinks

Leading brands will benefit by launching bigger packaging

Hybrid line extensions--growth by expanding energy-drink usage

Brand Qualities

Masculine "I dare you" image: beyond forbidden names, racy marketing

Bigger packaging--party longer

Innovation and Innovators

Innovation remains strong; but many "me too" products in the market

New product claims mimic consumer trend towards health and wellness

Functional approach--a tool to find a profitable consumer niche amid the crowd

Mighty Aphrodite--brands take the sexual appeal to a different level and consumer

Getting specific with cerebrum

Organic and natural

Energy shots: "quick rush of energy" and "no crash" claims prevail

Energy hybrids--energy becomes part of most beverage segment

Energy drinks and tea hybrids--growth potential in future

Advertising and Promotion

Grass roots marketing continues to impress the key consumers

Red Bull


Growth in the numbers of energy-drink users

Energy drinks continues to be a male-dominated market

Age defines energy-drink users

Blacks and Hispanics are key consumers

Frequency of Use

Increase in the frequency of drinking energy drinks contribute to the market growth


Red Bull continues its lead among consumers

Teens and Energy Drinks

Teens are more than twice as likely to drink energy drinks as adults

Male teens aged 12-14 are also key consumers; a worrisome finding

Ethnic teens are growth-driving demographics

Teens and energy-drink brands

Teens drink a greater variety of brands than adults

When, Why and How Energy Drinks Are Used

Why consumers drink energy drinks

The need for an energy boost remains the biggest reason to drink energy drinks

Energy drinks have growth potential through launching products in Hispanic-preferred flavors

Energy-drink ingredients that consumers value most

When consumers drink energy drinks

How consumers drink energy drinks

Understanding Non-Users and Hybrid Preferences

Understanding the individual who does not consume energy drinks

New product preference in energy drinks

Attitudes and Behavior

Incidence of drinking more/less compared to a year ago

Attitude and behavior

Caffeine content in various energy drinks brands

Caffeine content in competitive beverages


Frequency of use

Where consumers purchase energy drinks

Why consumers drink energy drinks

Purpose of drinking energy drinks

Ingredients that consumers value

When consumers drink energy drinks

Understanding the consumer who does not drink energy drinks

Why consumers do not drink energy drinks

New product preference in energy drinks

Incidence of drinking more or less energy drinks compared to a year ago

How consumers drink energy drinks

Attitude and behavior

Companies Mentioned:

- Greenfield Online

- Red Bull North America, Inc.

- Coca-Cola Company (The) (USA)

- Rockstar Inc.

- Pepsi-Cola North America

- Hansen Natural Corporation

- Wal-Mart Stores (USA)

- U.S. Bureau of the Census

- Target Corporation

- Stonyfield Farm

- Anheuser-Busch Companies Inc

- Starbucks Corporation

- BJ's Wholesale Club, Inc

- Costco Wholesale Corporation

- SAM's Club

- Family Dollar Stores, Inc

- Whole Foods Market Inc

- Trader Joe's Company Inc

- Food and Drug Administration

- Ocean Spray Cranberries, Inc

- Naked Juice Company

- U.S. Bureau of Labor Statistics

- Centers for Disease Control and Prevention

- National Association of Convenience Stores

- Slim-Fast Foods Company

- IZZE Beverage Co.

- Fuze Beverage LLC

- Safeway Inc

- Cott Beverages

- The Healthy Beverage Company

- YouTube, Inc.

- McDonald's U.S.A.

- American Beverage Association, The

- Bill Communications, Inc.

- Beverage Digest

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