Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2013-23
- The issues
- Energy drinks have a Gen Z problem
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- Figure 2: Energy drink consumption frequency and change in consumption, February 2019
- High frequency users are loyal to the market not brands
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- Figure 3: Energy drink attitudes, by energy drink consumption frequency, February 2019
- The opportunities
- Consumers are finding energy drinks that suit their needs
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- Figure 4: Reasons for drinking energy drinks more often, February 2019
- High frequency drinkers want high energy beverages
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- Figure 5: Energy drink purchase motivators, by energy drink consumption frequency, February 2019
- Promote both body and brain health
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- Figure 6: Energy drink purchase motivators, by consumers who drink energy drinks before working out, February 2019
- What it means
The Market – What You Need to Know
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- Future growth driven by traditional energy drinks
- Busy lifestyles benefit energy drink brands
Market Size and Forecast
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- Continued growth of energy drinks market
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- Figure 7: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2013-23
- Figure 8: Total US retail sales and forecast of energy drinks and shots, at current prices, 2013-23
Market Breakdown
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- Strong performance for drinks; shots stagnate
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- Figure 9: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2013-23
- Figure 10: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2013-23
Market Factors
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- Americans are working hard
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- Figure 11: Average hours spent per day, working and work-related activities, among those who participate in activity, among Americans aged 15+, not seasonally adjusted, 2008-17
- Figure 12: Average hours spent per day, homework and research, among those who participate in activity, among Americans aged 15+, not seasonally adjusted, 2008-17
- Gen Z and Millennials are entering new life stages
Key Players – What You Need to Know
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- Top trending energy drinks promote fitness and high caffeine content
- Strong differentiation is necessary for natural energy drinks
Company and Brand Sales of Energy Drinks and Energy Shots
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- Major brands enjoy growth
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- Figure 13: Multi-outlet sales of energy drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 14: Multi-outlet sales of energy shots, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s Working?
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- Sugar-free energy drink sales soar
- Red Bull excites loyalists with new flavors
- Bang blasts away the competition
- New crop of energy drink brands focuses on fitness
What’s Struggling?
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- Natural energy drinks struggle to rise above the noise
- Gen Z’s love for iced coffee is an issue for energy drink brands
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- Figure 15: Away from home coffee consumption, any order, May 2018
- Competing categories launch other energy-providing beverages
- Starbucks launches an energy drink…sort of
- Game on with Game Fuel
What’s Next?
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- Coke puts Monster in an awkward situation
- Will Monster “Reign” on Bang’s parade?
- Cognitive boost without the energy
The Consumer – What You Need to Know
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- A small but fervent consumer base
- Market growth is attributed to high frequency use consumers
- Concerns over energy drink healthfulness remain
- Flavor development keeps consumers engaged
Beverage Consumption
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- It’s a young person’s market
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- Figure 16: Beverage consumption, February 2019
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- Figure 17: Beverage consumption, by gender and age, February 2019
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- Figure 18: Beverage consumption, by generation, February 2019
- High use consumers have high energy needs
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- Figure 19: Beverage consumption, by energy drink consumption frequency, February 2019
- Energy drink consumers get a boost from a variety of beverages
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- Figure 20: Beverage cross-utilization, February 2019
- Figure 21: Beverage cross-utilization, February 2019
Perceptions of Energy-providing Drinks Among Users
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- Energy drinks face competition from coffee
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- Figure 22: Perceptions of energy providing drinks, among drink users, February 2019
- High frequency drinkers drive positive perception of energy drinks
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- Figure 23: Energy drink perception, by energy drink consumption frequency, February 2019
Energy Drink Consumption Frequency
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- Energy drink consumers are high frequency drinkers
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- Figure 24: Energy drink consumption frequency, February 2019
- Millennial men drive much of the energy drink market
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- Figure 25: Energy drink consumption frequency, by gender and by generation, February 2019
Energy Drink Caffeine Content Consumption
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- Many consumers are in the dark around energy drink caffeine content
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- Figure 26: Energy drink caffeine consumption, February 2019
Changes in Energy Drink Consumption
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- Older Millennials are increasing their energy drink consumption
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- Figure 27: Changes in energy drink consumption, February 2019
- Total market growth driven by the most devoted consumers
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- Figure 28: Changes in energy drink consumption, by energy drink consumption frequency, February 2019
Reasons for Drinking Energy Drinks More
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- Busy consumers are running on empty
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- Figure 29: Reasons for drinking energy drinks more often, February 2019
Reasons for Drinking Energy Drinks Less
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- Health concerns drive consumers out of the market
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- Figure 30: Reasons for drinking energy drinks less often, February 2019
Energy Drink Purchase Motivators
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- Provide energy that lasts
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- Figure 31: Energy drink purchase motivators, February 2019
- Hispanics interested in a more healthful energy drink
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- Figure 32: Energy drink purchase motivators, by Hispanic consumers, February 2019
- Give high frequency consumers the energy they want
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- Figure 33: Energy drink purchase motivators, by energy drink consumption frequency, February 2019
- Brain health is just as important as body health to fitness consumers
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- Figure 34: Energy drink purchase motivators, by consumers who drink energy drinks before working out, February 2019
Energy Drink Attitudes
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- High frequency drinkers aren’t brand loyalists
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- Figure 35: Energy drink attitudes, by energy drink consumption frequency, February 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 36: Total US retail sales and forecast of energy drinks and shots, at inflation-adjusted prices, 2013-23
- Figure 37: Total US retail sales and forecast of energy drinks, at inflation-adjusted prices, 2013-23
- Figure 38: Total US retail sales and forecast of energy shots, at inflation-adjusted prices, 2013-23
- Figure 39: Total US retail sales of energy drinks and shots, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 40: Multi-outlet sales of energy drinks and shots, by leading companies, rolling 52 weeks 2018 and 2019
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