Table of Contents
Executive Summary
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- Category growth expected to continue through 2019
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- Figure 1: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2009-19
- The issues
- Energy drinks experience growth, shots fight declines
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- Figure 2: Total US retail sales and forecast of energy drinks and shots, by segment, in $ millions, 2009-19
- Core consumers going through lifestage shift
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- Figure 3: Marital status, by age, 2013
- Consumers influenced by advertising, family/friends, to switch brands
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- Figure 4: Attitudes and behaviors toward energy drinks/shots - any agree, by generations and parental status by gender (presence of children under 18 by gender), January 2015
- The opportunities
- Older Millennials
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- Figure 5: Energy drink and shot usage, any usage, January 2015
- Women as mothers
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- Figure 6: Energy drink and shot usage, by parental status by gender (presence of children under 18 by gender), January 2015
- Consumers drinking both natural and regular energy drinks/shots
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- Figure 7: Energy drink/shot usage, by energy drink/shot usage, January 2015
- What it means
The Market – What You Need to Know
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- Category sees 56% growth from 2009-14
- Energy drinks dominate category sales
- Energy-claim food, beverages compete with category
- Core consumers in a lifestage transition
Category Growth Forecast to Continue
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- Energy drinks drive category sales gains
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- Figure 8: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2009-19
- Figure 9: Total US retail sales and forecast of energy drinks and shots, at current prices, 2009-19
- Figure 10: Total US retail sales and forecast of energy drinks and shots, at inflation adjusted prices, 2009-19
Market Breakdown
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- Energy drink segment dominates in sales, growth
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- Figure 11: Total US retail sales and forecast of energy drinks and shots, by segment, in $ millions, 2009-19
- Growth slows through 2019
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- Figure 12: Percent change of total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2009-19
- Convenience stores remain channel leader
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- Figure 13: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012 and 2014
Market Perspective
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- Many food and drinks claiming energy
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- Figure 14: Top 10 food and drink products with a description of energy, 2010 to April 2015
Market Factors
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- Core consumers entering new life stage
- Millennials are getting married
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- Figure 15: Marital status, by age, 2013
- Millennials are having children
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- Figure 16: Households with own children, by age of householder, 2013
Key Players – What You Need to Know
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- Energy drink brands top players
- Red Bull, Monster, NOS sees success in 2014
- 5-Hour Energy, private label struggles
- Flavor, functions, zero calories, natural attributes lead innovation
Red Bull Leads Category, Coca-Cola Capitalizes on NOS
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- Manufacturer sales of energy drinks and energy shots
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- Figure 17: MULO sales of energy drinks, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Energy drinks drive category growth
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- Figure 18: Red Bull energy drink consumption, trended 2010-14
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- Figure 19: MULO and MULC sales of Monster Energy Zero Ultra, 52 weeks ending Dec. 28, 2014 and Feb. 22, 2015
- Figure 20: MULO and MULC sales of Java Monster, 52 weeks ending Dec. 28, 2014 and Feb. 22, 2015
- Figure 21: MULO sales of Monster Muscle, 52 weeks ending Feb. 22, 2015
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- Figure 22: Monster energy drink consumption, trended 2010-14
- NOS sees stellar growth
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- Figure 23: NOS energy drink consumption, trended 2012-14
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- Figure 24: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s Struggling?
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- The energy shot segment losing users
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- Figure 25: 5-Hour Energy shot consumption, trended 2010-14
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- Figure 26: MULO sales of 5-Hour Energy Extra Strength, 52 weeks ending Feb. 22, 2015
- Private label cannot compete with brands
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- Figure 27: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 28: MULO sales of energy drink shots, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s Next?
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- Flavors
- Limited editions
- Coffee meets energy
- Energy drinks morphing into performance drinks
- More zero calorie offerings
- Natural energy
The Consumer – What You Need to Know
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- Older Millennials are category’s core consumers
- Opportunities to appeal to parents
- Recommendations, advertising encourages switching between brands
- Consumers drink both natural and regular energy drinks/shots
Older Millennials Core Consumers
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- Millennials increasing energy drink consumption
- Older Millennials strongest consumer base
- Changing life stage
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- Figure 29: Energy drink/shot usage, any usage, January 2015
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- Figure 30: Energy drink/shot usage, by age, January 2015
- Prefer energy drinks, mixing with other beverages
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- Figure 31: Attitudes and behaviors toward energy drinks/shots – Any agree, by generations, January 2015
- Interests in innovation
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- Figure 32: Influential energy drink/shot attributes, by generations, January 2015
Young Millennial Attitudes and Behaviors
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- Crowed beverage market hinders growth
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- Figure 33: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
- Younger Millennials look for natural/organic
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- Figure 34: Influential energy drink/shot attributes, by generations, January 2015
Fathers and Mothers Heavy Users
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- Fathers highest users, Mom usage tops men without children
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- Figure 35: Energy drink and shot usage, by parental status by gender (presence of children under 18 by gender), January 2015
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- Figure 36: Attitudes and behaviors toward energy drinks/shots - any agree, by parental status by gender (presence of children under 18 by gender), January 2015
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- Figure 37: Influential energy drink/shot attributes, by generations, January 2015
- Opportunity to reach out to mothers
Key Drivers – Energy Drink and Shot Consumption
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- Income, employment, warehouse shopping drive energy drink consumption
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- Figure 38: Key drivers of drinking more or the same amount of energy drinks, January 2015
- Advertising, purchase location drive energy shot consumption
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- Figure 39: Key drivers of drinking more or the same amount of energy shots, January 2015
Mass Merchandisers Popular Retail Channel
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- One in five Millennials finds retail location an important purchase driver
- Older Millennials prefer mass merchandisers
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- Figure 40: Energy drink/shot purchase location and preferred purchase location - any rank, by generation, January 2015
- Mass merchandisers also top young Millennials’ preferences
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- Figure 41: Energy drink/shot purchase location and preferred purchase location - any rank, by generation, January 2015
Drinker Switching Behavior
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- Family/friends influence brand preference
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- Figure 42: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
- Drinkers switch between leading brands
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- Figure 43: Energy drink and shot brands consumed, by energy drink and shot, December 2014
Advertising Influences on Brand Selection
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- 58% of Millennials are influenced by advertising
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- Figure 44: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
- Consumer participation/interest in extreme and untraditional sports
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- Figure 45: Sports played/participated in the last 12 months, by energy drink, December 2014
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- Figure 46: Sports, any interest, by energy drink, December 2014
Users Want Regulation
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- The majority of users are still wary of ingredient safety
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- Figure 47: Attitudes and behaviors toward energy drinks/shots - any agree, by generation, January 2015
- Safety not the reason for drinking less, not drinking
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- Figure 48: Energy drink/shots usage, by Attitudes and behaviors toward energy drinks/shots - any agree, January 2015
Natural Consumption
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- Users drink natural in addition to, rather than in place of, regular
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- Figure 49: Energy drink/shot usage, by energy drink/shot usage, January 2015
- Older Millennials heaviest natural users
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- Figure 50: Energy drink/shot usage, by generation, January 2015
Important Attributes
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- Flavor most important attribute
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- Figure 51: Important attributes, by energy drink/shot, January 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
Appendix – Market
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- Energy drink segment sales
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- Figure 52: Total US retail sales and forecast of energy drinks, at current prices, 2009-19
- Figure 53: Total US retail sales and forecast of energy drinks, at inflation-adjusted prices, 2009-19
- Energy shot segment sales
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- Figure 54: Total US retail sales and forecast of energy shots, at current prices, 2009-19
- Figure 55: Total US retail sales and forecast of energy shots, at inflation-adjusted prices, 2009-19
- Retail outlet sales
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- Figure 56: Total US retail sales of energy drinks, by channel, at current prices, 2009-14
- Figure 57: Total US retail sales of energy drinks, by channel, at current prices, 2012 and 2014
Appendix – Key Players
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- Figure 58: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 59: MULO sales of energy drink shots, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – Consumer
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- Figure 60: Energy drink usage, by demographics, by brand, December 2014
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Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 61: Key drivers of drinking more or the same amount of energy drinks – key driver output, January 2015
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- Figure 62: Key drivers of drinking more or the same amount of energy shots – key driver output, January 2015
- Methodology
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