Table of Contents
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of energy drinks and shots market, at current prices, 2009-19
- Segment performance
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- Figure 2: Total US Retail sales of Energy Drinks and Energy Shots, at current prices, 2009-19
- Retail
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- Figure 3: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012-14
- Key players
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- Figure 4: MULO sales of energy drinks and shots at retail, by leading companies, 52 weeks ending May 18, 2014
- Young adults, men top consumers of energy drinks and shots
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- Figure 5: Purchasing habits for energy drinks and shots, by gender and age, June 2014
- Consumers drink energy drinks for energy, beverage replacement
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- Figure 6: Reasons for drinking energy drinks, June 2014
- Energy shots are a convenient energy boost
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- Figure 7: Reasons for drinking energy shot, June 2014
- Health concerns are top reason for drinking less energy drinks
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- Figure 8: Reasons for drinking less energy drinks, June 2014
- Health concerns also affect energy shot consumption
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- Figure 9: Reasons for drinking less energy shots, June 2014
- Safety and ingredient concerns rank highly with consumers
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- Figure 10: Agreement with attitudes and behaviors toward energy drinks/energy shots, June 2014
- What we think
Issues and Insights
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- What competes with the category that keeps it from being a more frequent beverage choice?
- The issues
- Insight: Consumer concerns, interests offer avenues for innovation
- Will consumer concerns force labeling changes?
- The issues
- Insight: Strategic marketing partnerships could help to build trust
- Is there a positive way to address energy drink consumption by kids and teens?
- The issues
- Insight: Kid-friendly energy drinks may help alleviate parent concerns
Trend Applications
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- Trend: Prove It
- Trend: Factory Fear
- Trend: Minimize Me
Market Size and Forecast
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- Key points
- Sales and forecast of energy drinks and shots
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- Figure 11: Total US Retail sales of energy drinks and shots, at current prices, 2009-19
- Figure 12: Total US retail sales of energy drinks and shots, at inflation-adjusted prices, 2009-19
- Strong future forecasted for energy drinks and shots category
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- Figure 13: Total US sales and fan chart forecast of energy drinks and shots market, at current prices, 2009-19
- Fan chart forecast
Market Drivers
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- Key points
- Greater rate of employment encourages greater need for energy boost
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- Figure 14: US unemployment rate and underemployment rate, January 2007 to June 2014
- Figure 15: Purchasing habits for energy drinks, by employment, June 2014
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- Figure 16: Purchasing habits for energy shots, by employment, June 2014
- Multicultural interest assists category growth
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- Figure 17: US population by race and Hispanic origin, 2009-19
- Households with children are declining
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- Figure 18: US households, by presence of own children, 2003-13
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- Figure 19: Personal consumption of energy drinks by brand, November 2008-December 2013
Competitive Context
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- Other food and beverage categories offer energy alternatives
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- Figure 20: Food launches claiming energy, August 2014
- Figure 21: Beverages and foods consumed for energy, May 2013
Segment Performance
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- Key points
- Energy drinks see healthy growth, energy shots struggle
- Sales of energy drinks and shots, by segment
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- Figure 22: Total US retail sales of energy drinks and shots, by segment, at current prices, 2012 and 2014
- Energy drinks fuel category growth
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- Figure 23: Total US retail sales of energy drinks, at current prices, 2009-19
- Figure 24: Total US retail sales of energy drinks, at inflation-adjusted prices, 2009-19
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- Figure 25: Personal consumption of energy drinks by volume (mean consumption), February 2008-March 2014
- Energy shots fall short in estimated 2014
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- Figure 26: Total US Retail sales of Energy Shots, at current prices, 2009-19
- Figure 27: Total US retail sales of energy shots, at inflation-adjusted prices, 2009-19
Retail Channels
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- Key points
- Other retail channel leads market share
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- Figure 28: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012-14
- Strong sales falter in 2013, begin to rebound in estimated 2014
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- Figure 29: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012-14
Leading Companies
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- Key points
- Monster catching up to Red Bull in MULO sales
- Manufacturer sales of energy drink and shot market
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- Figure 30: MULO sales of energy drinks and shots at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Consumers most likely to consume Monster Energy
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- Figure 31: Personal consumption of energy drinks by brand, by gender, January 2013-March 2014
- Figure 32: Personal consumption of energy drinks by brand, by age, January 2013-March 2014
Brand Share – Energy Drinks
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- Key points
- Red Bull leads energy drink category
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- Figure 33: Red Bull, “Word of Red Bull Commercial 2014,” March 2, 2014
- Monster closes gap between it and Red Bull
- Rockstar Punch sees growth, while top brands stall
- Coca-Cola energy drinks sees success
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- Figure 34: NOS, “NOS Energy Drink Commercial,” April 28, 2014
- Pepsi, private label see large losses
- Manufacturer sales of energy drinks
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- Figure 35: MULO sales of energy drinks at retail, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Energy Shots
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- Key points
- Living Essentials leads segment but loses sales in 2014
- Private label, other brands decline in sales, market share
- Manufacturer sales of energy shots
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- Figure 36: MULO sales of energy drink shots at retail, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Natural interests
- Additional functionality
- New packaging
Consumption Habits for Energy Drinks
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- Key points
- Young adult men remain top consumers of energy drinks
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- Figure 37: Purchasing habits for energy drinks, by gender and age, June 2014
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- Figure 38: Personal consumption of energy drinks by volume (mean consumption), by gender, January 2013-March 2014
- Figure 39: Personal consumption of energy drinks by volume (mean consumption), by age, January 2013-March 2014
- Households with children most likely to consume energy drinks
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- Figure 40: Purchasing habits for energy drinks, by presence of children in household, June 2014
- Hispanics, “other” races top consumers of energy drinks
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- Figure 41: Purchasing habits for energy drinks, by race and Hispanic origin, June 2014
- FourSquare, SnapChat most popular social media site with energy drink users
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- Figure 42: Purchasing habits for energy drinks, by visits social media websites at least once per day, June 2014
- Figure 43: Purchasing habits for energy drinks, by visits social media websites at least once per day, June 2014
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- Figure 44: Purchasing habits for energy drinks, by visits social media websites at least once per day, June 2014
Consumption Habits for Energy Shots
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- Key points
- Young men top consumers of energy shots
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- Figure 45: Purchasing habits for energy shots, by gender and age, June 2014
- Households with children significantly more likely to drink energy shots
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- Figure 46: Purchasing habits for energy shots, by presence of children in household, June 2014
- Hispanics, “other” races top energy shot consumers
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- Figure 47: Purchasing habits for energy shots, by race and Hispanic origin, June 2014
- FourSquare, Flickr most visited by energy shot consumers
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- Figure 48: Purchasing habits for energy shots, by visits social media websites at least once per day, June 2014
- Figure 49: Purchasing habits for energy shots, by visits social media websites at least once per day, June 2014
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- Figure 50: Purchasing habits for energy shots, by visits social media websites at least once per day, June 2014
Occasions for Energy Drink/Shot Consumption
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- Key points
- Afternoon most popular time of day for energy drink consumption
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- Figure 51: Time of day for consuming energy drinks/energy shots, by age, June 2014
- Younger consumers most likely to drink energy drinks with a meal
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- Figure 52: Occasion for consuming energy drinks/energy shots, by age, June 2014
- Energy drinks, shots most consumed as a snack
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- Figure 53: Occasion for consuming energy drinks/energy shots, by employment, June 2014
Location Preferences
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- At-home, on-the-go top locations for consumption
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- Figure 54: Location for consuming energy drinks/energy shots, by age, June 2014
Reasons for Drinking Energy Drinks
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- Key points
- Respondents drink for pick-me-up, drink replacement
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- Figure 55: Reasons for drinking energy drinks, by age, June 2014
Reasons for Drinking Energy Shots
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- Key points
- Energy shots most used for pick-me-up, on-the-go convenience
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- Figure 56: Reasons for drinking energy shot, by age, June 2014
Reasons for Drinking Less Energy Drinks and Energy Shots
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- Key points
- Consumers still concerned with category health, also ingredient safety
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- Figure 57: Reasons for drinking less energy drinks, June 2014
- Energy shots also subject to health, ingredient safety concerns
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- Figure 58: Reasons for drinking less energy shots, June 2014
- Launches for organic, natural, caffeine-free, low/no/reduced sugars on the rise
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- Figure 59: Reasons for drinking less energy shots, June 2014
Packaging, Flavor, Product Preferences
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- Key points
- Ingredient innovation continues, packaging innovation can better cater to core markets
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- Figure 60: Preferences of energy drinks/energy shots, by gender and age, June 2014
- Cultural flavors, packaging caters to Hispanic consumers
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- Figure 61: Preferences of energy drinks/energy shots, by Hispanic origin, June 2014
Attitudes and Behaviors toward Energy Drinks and Energy Shots
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- Key points
- Consumers seek variety in energy drink/shots: sugar-free, diet most popular
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- Figure 62: Agreement with attitudes and behaviors toward energy drinks/energy shots, by gender and age, June 2014
- Hispanics prefer health, benefits from their energy drinks/shots
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- Figure 63: Agreement with attitudes and behaviors toward energy drinks/energy shots, by Hispanic origin, June 2014
- Safety concerns for child energy drink consumption could fuel new drink market for kids, teens
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- Figure 64: Agreement with attitudes and behaviors toward energy drinks/energy shots, by presence of children in household, June 2014
- Energy drinks for kids and teens
Appendix – Other Useful Consumer Tables
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- Figure 65: Purchasing habits for energy drinks, by generations, June 2014
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- Figure 66: Purchasing habits for energy shots, by generations, June 2014
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- Figure 67: Occasion for consuming energy drinks/energy shots, by presence of children in household, June 2014
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- Figure 68: Occasion for consuming energy drinks/energy shots, by Hispanic origin, June 2014
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- Figure 69: Occasion for consuming energy drinks/energy shots, by age, June 2014
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- Figure 70: Location for consuming energy drinks/energy shots, by employment, June 2014
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- Figure 71: Occasions for consuming energy drinks/energy shots, by purchasing habits for energy drinks, June 2014
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- Figure 72: Occasions for consuming energy drinks/energy shots, by change in purchasing habits for energy shots, June 2014
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- Figure 73: Attitudes and behaviors toward energy drinks/energy shots, June 2014
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- Figure 74: Personal consumption of energy drinks by brand, November 2008-December 2013
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- Figure 75: Personal consumption of energy drinks by brand, February 2008-March 2014
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Appendix – Trade Associations
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