The $9.4 billion energy drinks and shots category continues to be a solid performer, despite falling sales in 2013 from controversy and lawsuits that challenged its safety. The category posted gains of 56% between 2009 and 2014, and is forecast to continue its strong growth through 2019. Product innovation and marketing are benefiting overall category sales as consumer health concerns temper, and interest in energy, functionality, and flavor attract new and existing consumers.

This report builds on the analysis presented in Mintel’s Energy Drinks – US, August 2013, as well as the Energy Drinks and Energy Shots – US, June 2012 and similar report titles from August 2011, July 2010, July 2009, July 2008, March 2007, July 2006, and July 2003.

For purposes of this report, energy drinks are defined to include the following:

• 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:

• The popularity of energy drinks has brought new “hybrids” to the category. In 2013, PepsiCo added Mountain Dew Kickstart, which contains 5% juice, citrus flavors, and more caffeine than Mountain Dew. PepsiCo is not marketing Kickstart as an energy drink. These types of products are not included in sales figures but are mentioned throughout the report where appropriate.

• Energy drink mixes – powdered or liquid products that are marketed with a specific functional claim of energy. These are added to liquid to create a beverage. Energy drink mixes are included within the “drinks mixes” segment in Mintel’s Bottled Water and Cold Beverage Mixes—US, March 2014.

• 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.

• Sports and protein drinks, including ready-to-drink products and mixes (see Mintel’s Nutritional and Performance Drinks – US, January 2014).

• Carbonated soft drinks (see Mintel’s Carbonated Soft Drinks – US, June 2014).

• Diet aids, eg weight loss and nutritional meal-replacement products such as Ensure (see Mintel’s Nutritional and Performance Drinks – US, January 2014).

• Vitamin-fortified fruit juice (see Mintel’s Juice and Juice Drinks – US, November 2013).

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.

• Market Size and Forecast and Segment Performance are total retail sales based on Information Resources, Inc., InfoScan Reviews; US Census Bureau, Economic Census; and Progressive Grocer’s Consumer Expenditure Study.

• Retail Channels are based on Information Resources, Inc., InfoScan Reviews; US Census Bureau, Economic Census; and Progressive Grocer’s Consumer Expenditure Study, except supermarket and drug store sales, which are based on Information Resources, Inc. InfoScan Reviews.

• Leading Companies and Brand Shares are based on MULO sales data from Information Resources, Inc. InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: total US grocery, mass, total US drug, total Walmart, dollar, military, and club.

For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer consumption of energy drinks and their attitudes and behaviors toward energy drinks. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in June 2014 among a sample of 2,000 adults aged 18+ with access to the internet.

Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in the survey results. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.

Mintel has also analyzed data from Experian Marketing Services, using the Simmons NCS (National Consumer Study), the Simmons NHCS (National Hispanic Consumer Study), the Simmons NCS Teen Study, and the Simmons NCS  Kids Study.

The Experian Marketing Services, Simmons NCS/NHCS was carried out during January 2013 – March 2014 and the results are based on the sample of 24,005 adults aged 18+, with results weighted to represent the US adult population.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

The following is a list of abbreviations used in this report.

Generations are discussed within this report, and they are defined as:

* also known as Generation Y or Echo Boomers

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows: