Table of Contents
Executive Summary
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- The issues
- Energy shot sales continue to struggle
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- Figure 1: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2010-20
- Consumers drink energy drinks/shots on occasion
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- Figure 2: Energy drinks and shots drinking occasion – Activity and occasion, February 2016
- Safety concerns still present
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- Figure 3: Energy drink and energy shot attitudes – Safety concerns, February 2016
- Energizing products available across food and drink categories
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- Figure 4: Food and drink products launched with the product description of “energy” with word variants, rolling year March 30, 2016
- The opportunities
- More consumers drinking, drinking more
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- Figure 5: Energy drink and shot consumption, trended January 2015 to February 2016
- Increase consumption through usage occasions
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- Figure 6: Energy drinks and shots drinking occasion – Activity, February 2016
- Interest in bulk offerings
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- Figure 7: Energy drink behaviors – Behaviors toward bulk energy drinks, February 2016
- Niche innovation opportunity with premiumization, health
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- Figure 8: Energy drink and energy shot attitudes – Innovation, February 2016
- What it means
The Market – What You Need to Know
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- Category sees continued growth
- Energy drinks dominate category
- Availability for functional energy across food and drink markets
- Millennials, Hispanic consumers help drive growth
Market Size and Forecast
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- Category sees continued growth
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- Figure 9: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2010-20
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- Figure 10: Total US retail sales and forecast of energy drinks and shots, at current prices, 2010-20
- Figure 11: Total US retail sales and forecast of energy drinks and shots, at inflation-adjusted prices, 2010-20
Market Breakdown
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- Energy drinks dominate category
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- Figure 12: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2010-20
- Energy drinks experience steady growth, energy shots stall
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- Figure 13: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2010-20
- All channels experience sales gains from 2013-15
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- Figure 14: Total US retail sales of energy drinks and shots, by channel, at current prices, 2013 and 2015
- Natural channel see growth
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- Figure 15: Natural supermarket sales of energy drinks and other functional beverages, at current prices, rolling 52-weeks Feb. 2014-Feb. 2016
Market Perspective
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- Energizing products available across food and drink categories
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- Figure 16: Food and drink products launched with the product description of “energy” with word variants, rolling year March 30, 2016
- Energy drink/shot consumers also drink sports and nutritional drinks
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- Figure 17: Sports and nutritional drink consumption – Any consumption, by energy drink and shot consumption – Any consumption, February 2016
- Consumers drink multiple energy drink and shot brands
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- Figure 18: Energy drink and shot consumption – Sole and primary drinkers, by brand, December 2015
Market Factors
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- Energy drinks and shots in the media
- Millennial population has positive growth
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- Figure 19: Population by generation, 2011-21
- Hispanic population growing
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- Figure 20: Population by Hispanic origin, 2011-21
- Overlap between Millennials, acculturated Hispanics, and parents
- Millennials as parents
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- Figure 21: Households with own children, by age of householder, 2013
- Hispanics as parents
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- Figure 22: Households with own children, by Hispanic origin of householder, 2013
- Hispanics as Millennials
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- Figure 23: Generations, by Hispanic origin, 2016
Key Players – What You Need to Know
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- Leading companies experience healthy sales gains
- Energy drink brands see MULO sales growth
- Private label energy drinks, 5-hour ENERGY shots continue to decline
- Category innovates with flavors, natural/organics, functionality
MULO Sales of Energy Drinks and Shots
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- Leading energy drink companies continue to dominate, grow
- Manufacturer sales of energy drinks and shots
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- Figure 24: MULO sales of energy drinks, by leading companies, rolling 52-weeks 2015 and 2016
What’s Working?
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- Leading energy drink brands see MULO sales growth
- Red Bull
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- Figure 25: Red Bull energy drink consumption, trended 2011-15
- Monster
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- Figure 26: Monster Energy energy drink consumption, trended 2011-15
- Rockstar
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- Figure 27: Rockstar energy drink consumption, trended 2011-15
- Private label shots experience turn around
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- Figure 28: MULO sales of energy drink shots, by leading companies and brands, rolling 52-weeks 2015 and 2016
What’s Struggling?
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- Private label energy drinks continue to decline
- Energy shot sales decline, reflective of 5-hour ENERGY struggles
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- Figure 29: 5-hour ENERGY shot consumption, trended 2011-15
What’s Next?
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- Energy drinks innovate with new flavors, step closer to premiumization
- Natural and organic energy gain traction
- Opportunities for more functionality
- Connecting through new channels and partnerships
The Consumer – What You Need to Know
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- Cross-consumption between natural and regular energy drink/shot types
- More consumers drinking, drinking more
- Older Millennials drive energy drink and energy shot growth
- Parents heavy energy drink/shot consumers
- Fathers, mothers target energy drink/shot consumers
- Hispanics over index for energy/shot consumption
- Morning, afternoon most popular times for consumption
- Before exercise, as occasional pick-me-up most popular ways to drink
- Opportunity to reach drinkers through interests, activities
- Mass merchandisers leading purchase location for energy drinks/shots
- Flavor more important in energy drink selection
- Flavor, effectiveness equally important to energy shot purchases
- One in five purchase single-serve more often than bulk
- Interest in all-natural/niche innovation, safety concerns persist
Energy Drink and Energy Shot Cross-consumption
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- Cross-consumption between natural and regular energy drink/shot types
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- Figure 30: Energy drink and shot consumption – Any consumption, by energy drink and shot consumption – Any consumption, February 2016
Awareness on the Rise
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- More consumers drinking, drinking more
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- Figure 31: Energy drink and shot consumption, trended January 2015 to February 2016
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- Figure 32: Energy drink and shot volume consumption, by # of drinks in the last 30 days, December 2015
Core Consumers – Generation
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- Older Millennials heaviest energy drink consumers
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- Figure 33: Non-alcoholic beverage consumption – Energy drinks, by generation, November 2015
- Older Millennials drive energy drink and energy shot growth
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- Figure 34: Energy drink and shot consumption – More/same/less, by iGeneration and Millennials, February 2016
- Little change with Gen X, Baby Boomers drinking habits
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- Figure 35: Energy drink and shot consumption – More/same/less, by Generation X and Baby Boomers, February 2016
Core Consumers – Presence of Children
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- Parents heavy energy drink consumers
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- Figure 36: Non-alcoholic beverage consumption – Energy drinks, by parental status, November 2015
- Parent consumption increases, slight growth among non-parents
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- Figure 37: Energy drink and shot consumption – More/same/less, by parental status, February 2016
Core Consumers – Gender and Parental Status
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- Fathers, mothers target energy drink consumers
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- Figure 38: Non-alcoholic beverage consumption – Energy drinks, by gender and parental status, November 2015
- Fathers are key audience
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- Figure 39: Energy drink and shot consumption – More/same/less, by men and parental status, February 2016
- Energy drink/shot growth with mothers
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- Figure 40: Energy drink and shot consumption – More/same/less, by women and parental status, February 2016
Core Consumers – Race and Hispanic Origin
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- Hispanics over index for energy drink consumption
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- Figure 41: Non-alcoholic beverage consumption – Energy drinks, by race and Hispanic origin, November 2015
- Hispanics most likely to increase energy drink/shot consumption
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- Figure 42: Energy drink and shot consumption – More/same/less, by Hispanic origin, February 2016
Daypart
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- Morning, afternoon most popular for energy drink/shot consumption
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- Figure 43: Energy drinks and shots drinking occasion – Day part, February 2016
Drinking Occasions
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- Before exercise, as occasional pick-me-up most popular ways to drink
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- Figure 44: Energy drinks and shots drinking occasion – Activity and occasion, February 2016
- Millennials over index at usage activities and occasions
- Energy drinks/shots part of Older Millennials routine
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- Figure 45: Energy drinks and shots drinking occasion – Activity and occasion, by generation, February 2016
- Opportunity to appeal to mothers through activities and occasions
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- Figure 46: Energy drinks and shots drinking occasion – Activity and occasion, by women and parental status, February 2016
- Consumers drink energy drinks between meals
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- Figure 47: Energy drink behaviors – Consumption with/without a meal February 2016
Lifestyle Interests
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- Opportunity to reach drinkers through popular activities
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- Figure 48: Activities/sports played or performed in the past 12 months, by energy drink and shot consumers, December 2014-15
- Appealing to top interest of drinkers
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- Figure 49: Consumer interest in sports/activities – Part 1, by energy drink and shot consumers, December 2014-15
- Room to connect with consumers through at-home hobbies, activities
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- Figure 50: Activities/sports played or performed in the past 12 months –Part 1, by energy drink and shot consumers, December 2014-15
Purchase Location
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- Mass merchandisers leading purchase location for energy drinks/shots
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- Figure 51: Energy drinks and shots purchase location, February 2016
- Older Millennials purchase at a variety of outlets
- Older consumers purchase at limited retail locations
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- Figure 52: Energy drinks and shots purchase location, by generation, February 2016
Important Energy Drink Attributes
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- Flavor more important than price
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- Figure 53: Energy drinks purchasing factors, February 2016
Important Energy Shot Attributes
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- Flavor, effectiveness equally important to energy shot purchases
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- Figure 54: Energy shots purchasing factors, February 2016
Bulk and Single-serve Energy Drink Preferences
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- 23% purchase single-serve more often than bulk
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- Figure 55: Energy drink behaviors – Behaviors toward single-serve energy drinks, February 2016
- Millennials purchase single-serve energy drinks
- Reaching mothers and non-mothers through bulk and single-serve
- Availability, price savings encourage bulk purchases
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- Figure 56: Energy drink behaviors – Behaviors toward bulk energy drinks, February 2016
- Older Millennials drive bulk purchases
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- Figure 57: Energy drink behaviors – Behaviors toward bulk energy drinks, by generation, February 2016
Attitudes toward Energy Drinks and Energy Shots
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- Growing interest in natural
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- Figure 58: Energy drink and energy shot attitudes – All natural energy drinks/shots, February 2016
- Safety concerns still present
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- Figure 59: Energy drink and energy shot attitudes – Safety concerns, February 2016
- Total consumers not yet on board with age, gender specific products
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- Figure 60: Energy drink and energy shot attitudes – Gender/age specific, February 2016
- Innovation opportunity with premiumized offerings
- Interest in added health benefits
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- Figure 61: Energy drink and energy shot attitudes – Innovation, February 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 62: Total US retail sales and forecast of energy drinks, at current prices, 2010-20
- Figure 63: Total US retail sales and forecast of energy drinks, at inflation-adjusted prices, 2010-20
- Figure 64: Total US retail sales and forecast of energy shots, at current prices, 2010-20
- Figure 65: Total US retail sales and forecast of energy shots, at inflation-adjusted prices, 2010-20
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- Figure 66: Total US supermarket sales of energy drinks and shots, at current prices, 2010-15
- Figure 67: Total US convenience store sales of energy drinks and shots, at current prices, 2010-15
- Figure 68: Total US drugstore sales of energy drinks and shots, at current prices, 2010-15
- Figure 69: Total US sales of energy drinks and shots sales through other retail channels, at current prices, 2010-15
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Appendix – Key Players
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- Figure 70: MULO sales of energy drinks, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Figure 71: MULO sales of energy drink shots, by leading companies and brands, rolling 52-weeks 2015 and 2016
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Appendix – Consumer
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- Figure 72: Energy drink and/or shot consumption, by total demographic consumption, by brand, December 2015
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- Figure 73: Energy drink and/or shot consumption, by total brand consumption, by demographics, December 2015
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- Figure 74: Energy drink and/or shot consumption – Past 30 days. by demographics, December 2015
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- Figure 75: Activities/sports played or performed in the past 12 months, by energy drink and shot consumers, December 2015
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- Figure 76: Consumer interest in sports/activities, by energy drink and shot consumers, December 2015
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- Figure 77: Activities performed, by energy drink and energy shot consumers, December 2015
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Appendix – Beverage Blurring
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- Figure 78: Non-alcoholic beverage consumption – Energy drinks, by demographics, November 2015
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