Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
Executive Summary
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- Market overview
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- Figure 1: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2014-24
- Impact of COVID-19 on energy drinks and energy shots
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on energy drinks and energy shots, April 2020
- Top takeaways
- The issues
- Negative perceptions of energy drinks linger
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- Figure 3: Reasons for not drinking energy drinks, by age and gender, February 2020
- Energy drinks are not essential for medium- and low-frequency consumers
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- Figure 4: Energy drink attitudes, by energy drink consumption frequency, February 2020
- The opportunities
- Fitness energy drinks capture high-frequency consumers’ interest
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- Figure 5: Benefits of fitness energy drinks over traditional energy drinks, by energy drink consumption frequency, February 2020
- Big beverage companies can lift the market higher
The Impact of COVID-19 on Energy Drinks
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- Figure 6: Short, medium and long term impact of COVID-19 on energy drinks and energy shots, May 2020
- Opportunities and Threats
- Impulsive nature and limited needstate will hinder energy drink sales
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- Figure 7: Energy Drink attitudes and Behaviors, February 2020
- Interplay between Budget and Convenience will shape the market
- Impact of COVID-19 on the energy drink market
- The sales streak will slow, but rebound
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- Figure 8: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2014-24
- How the crisis will affect energy drinks’ key consumer segments
- Younger men define the energy drink market
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- Figure 9: Unemployment rates by age and gender, October 2019-April 2020, seasonally adjusted
- How a COVID-19 recession will reshape the energy drinks industry
- A look in the rear view mirror suggests slowed sales followed by rebound
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- Figure 8: US retail sales of energy drinks and shots, at current prices, 2008-12
- COVID-19: US context
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The Market – What You Need to Know
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- Strong sales will be tempered by COVID-19
- Energy drink brands face strong competition
- Energy drinks can benefit from gaming’s growth
Market Size and Forecast
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- Market growth continues
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- Figure 10: Total US retail sales and forecast of energy drinks and shots, at current prices, 2014-24
Market Breakdown
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- Drinks dominate, shots stagnate
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- Figure 11: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2014-24
Market Perspective
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- RTD coffee innovates, bringing new threats to energy drinks
- Line between energy drinks and performance drinks blurs entirely
Market Factors
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- US unemployment reaches record highs
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- Figure 12: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2014-24
- Figure 13: Monthly unemployment rate, May 2020
- Growing gaming industry offers new opportunities
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- Figure 14: Gaming revenue, global vs US, 2015-19
Key Players – What You Need to Know
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- The largest beverage companies break into energy drinks
- Fitness drinks thriving, yet in a capped space
- Shots struggles persist
Company and Brand Sales of Energy Drinks and Energy Shots
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- The big brands reign supreme; beverage giants look to gain a share of the market
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- Figure 15: Multi-outlet sales of energy drinks and shots, by leading companies, rolling 52 weeks 2019 and 2020
What’s Working
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- Coca-Cola Energy could be a game-changing product
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- Figure 16: Purchase intent score – Coca-Cola Energy vs all energy drinks, launched January 2017 to March 2020
- Figure 17: Purchase patterns – Coca-Cola Energy vs all energy drinks, launched January 2017 to March 2020
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- Figure 18: Attribute scores – Coca-Cola Energy vs all energy drinks, launched January 2017 to March 2020
- Energy drinks go healthy at the expense of clean labels
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- Figure 19: Energy drink product claims by year, 2016-2019
- Fitness drinks thrive but face skepticism among general consumers
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- Figure 20: Purchase intent score – fitness energy drinks vs all energy drinks, launched January 2017 to March 2020
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- Figure 21: Attribute scores – fitness energy drinks vs all energy drinks, launched January 2017 to March 2020
- Feel the burn
What’s Struggling
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- Traditional energy shots are dead but the shot format lives on
What’s Next
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- New energy drinks satisfy consumer drivers
- Mintel Trend Drivers and Pillars
- Energy drinks to watch
- Eboost
- Trend Drivers: Wellbeing, Experience and Value
The Consumer – What You Need to Know
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- A relatively small but dedicated consumer base
- Energy drinks face high hurdles attracting new consumers
- Category users have positive perceptions of fitness energy drinks
- Consumers lack caffeine knowledge
Energy Drink Consumption
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- More than half of consumers don’t drink energy drinks
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- Figure 22: Energy drink consumption, February 2020
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- Figure 23: Energy drink consumption, by gender and age, February 2020
- Fitness energy drinks are appealing to more casual energy drink consumers
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- Figure 24: Energy drink consumption by consumption frequency, February 2020
Energy Drink Consumption Frequency
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- Young men continue to drive most of the market
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- Figure 25: Energy drink consumption frequency, February 2020
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- Figure 26: Energy drink consumption frequency, by gender and age, February 2020
Reasons for Not Drinking Energy Drinks
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- Taste and caffeine concerns keep consumers out of the market
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- Figure 27: Reasons for not drinking energy drinks, February 2020
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- Figure 28: Reasons for not drinking energy drinks, by age and gender, February 2020
Change in Energy Drink Consumption
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- Fitness energy drinks experience the highest uptick in consumption
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- Figure 29: Changes in energy drink consumption, February 2020
Reasons for Buying Fitness Energy Drinks
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- Fitness energy drinks garner high praise, but will it last?
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- Figure 30: Benefits of fitness energy drinks over traditional energy drinks, February 2020
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- Figure 31: Benefits of fitness energy drinks over traditional energy drinks, by gender and age, February 2020
- Fitness energy drinks tick all the right boxes for high-frequency drinkers
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- Figure 32: Benefits of fitness energy drinks over traditional energy drinks, by energy drink consumption frequency, February 2020
Ideal Energy Drink: Packaging Size
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- Large format packaging can provide high frequency consumers value
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- Figure 33: Ideal energy drink packaging size, February 2020
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- Figure 34: Ideal energy drink packaging size, by energy drink consumption frequency, February 2020
Ideal Energy Drink: Caffeine Content
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- Stated interest in caffeine does not align with market trends
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- Figure 35: Ideal energy drink caffeine content, February 2020
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- Figure 36: Ideal energy drink caffeine content, February 2020
Ideal Energy Drink: Benefits
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- Consumers want a highly functional energy drink
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- Figure 37: Ideal energy drink additional benefits, February 2020
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- Figure 38: TURF analysis – ideal energy drink additional benefits, February 2020
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- Figure 39: Ideal energy drink additional benefits, by energy drink type, February 2020
- A heart-healthy, probiotic energy drink is a whitespace opportunity
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- Figure 40: Ideal energy drink additional benefits, by age, gender and energy drink consumption frequency, February 2020
Energy Drink Attitudes
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- One-off purchases hinders category growth
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- Figure 41: Energy drink attitudes, February 2020
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- Figure 42: Energy drink attitudes, by energy drink consumption frequency, February 2020
- Energy drinks are a utility beverage for Gen Z
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- Figure 43: Energy drink attitudes, by generation, February 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 44: Total US retail sales and forecast of energy drinks at inflation-adjusted prices, 2014-24
- Figure 45: Total US retail sales and forecast of energy shots at inflation-adjusted prices, 2014-24
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Appendix – Retail Channels
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- Figure 46: Total US retail sales of energy drinks and shots, by channel, at current prices, 2014-19
- Figure 47: Total US retail sales of energy drinks and shots, by channel, at current prices, 2017 and 2019
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Appendix – Key Players
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- Figure 48: Multi-outlet sales of energy drinks, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 49: Multi-outlet sales of energy shots, by leading companies and brands, rolling 52 weeks 2019 and 2020
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