What you need to know
Total retail sales of energy drinks and shots posted 5% gains in 2014, up from the 3.9% growth experienced in 2013 when the category generated the most negative attention as consumers questioned its safety. Top players will likely continue to release new products, expand distribution and increase pricing to push the category trajectory upward through 2019. Opportunities exist in the nearly $10 billion category to solidify brand relationships with older Millennial energy drink/shot users who are core consumers and entering a new lifestage.
Definition
For the purposes of this Report, Mintel has used the following definitions:
Energy drinks – Beverages that specifically claim to provide an energy or stimulation boost. These products also have a marketing position that stresses energy. Many generally include ingredients such as glucose, caffeine, taurine, ginseng, and various vitamins and minerals. The analysis includes brands that are labeled as either beverages or dietary supplements.
Energy shots – Concentrated, energy-boosting drinks that often contain caffeine and B vitamins. These products are usually available in 2- to 3-oz bottles or cans. Many energy shots are categorized as dietary supplements, rather than beverages.
Excluded from this report are the following:
Energy drinks “hybrids,” such as Mountain Dew Kickstart.
Energy drink mixes – Powdered or liquid products that are marketed with a specific functional claim of energy. Energy drink mixes are included in the Non-Alcoholic Water Enhancers – US, March 2015.
Mind/body health drinks, marketed broadly as “lifestyle beverages” and “healthy refreshment,” ranging from adult herbal soft drinks and teas to drinks making specific claims of stress relief, mental rejuvenation, and a boost to the immune system.
Only off-premise sales are included in sales data. Value figures throughout this report are at (rsp) retail selling prices excluding sales tax unless otherwise stated. This market size differs from estimates in earlier reports. The new estimates incorporate more comprehensive and detailed data for convenience store sales.
