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Energy Drinks - US - May 2016
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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Energy Drinks - US - May 2016
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Market – What You Need to Know
Market Size and Forecast
Market Breakdown
Market Perspective
Market Factors

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Energy Drinks - US - May 2016
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Energy Drink and Energy Shot Cross-consumption
Awareness on the Rise
Core Consumers – Generation
Core Consumers – Presence of Children
Core Consumers – Gender and Parental Status
Core Consumers – Race and Hispanic Origin
Daypart
Drinking Occasions
Lifestyle Interests
Purchase Location
Important Energy Drink Attributes
Important Energy Shot Attributes
Bulk and Single-serve Energy Drink Preferences
Attitudes toward Energy Drinks and Energy Shots

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Energy Drinks - US - May 2016
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Key Players – What You Need to Know
MULO Sales of Energy Drinks and Shots
What’s Working?
What’s Struggling?
What’s Next?

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Energy Drinks - US - May 2016
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
Appendix – Market
Appendix – Key Players
Appendix – Consumer
Appendix – Beverage Blurring
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What you need to know

Total retail sales of energy drinks and shots posted estimated gains of 8% in 2015, thanks to the success seen in the energy drink segment. Sales reached more than $12 billion, with strong year-over-year sales growth since 2011. Total category sales are expected to continue upward as consumers search for functional drinks that meet their energy needs.

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:

  • Hybrid drinks – 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.

  • Sports and protein drinks, including ready-to-drink products and mixes (see Mintel’s Nutritional and Performance Drinks – US, May 2016).

  • Carbonated soft drinks (see Mintel’s Carbonated Soft Drinks – US, June 2016).

  • Diet aids, eg weight loss and nutritional meal-replacement products such as Ensure (see Mintel’s Nutritional and Performance Drinks – US, May 2016).

  • Vitamin-fortified fruit juice (see Mintel’s Juice and Juice Drinks – US, November 2015).

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.

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