Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Packaging size—a value proposition and growth driver
- Red Bull continues to be the top manufacturer but loses market share
- Convenience stores account for over 80% of the total retail sales
- Energy drinks consumers
- Adult consumer
- Teen consumer
- Future sales may not exhibit the current sales momentum built during 2001-06
Market Drivers
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- A growing need for energy boost
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- Figure 1: Purpose of drinking energy drinks, February 2007
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- Figure 2: Energy drinks penetration, 2002-06
- Demographic influences
- Young adults drive the market
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- Figure 3: Energy drinks consumption, by age, January-October 2006
- Edgy marketing targeted to young lifestyles
- My drink and my caffeine—not my Mom and Dad’s
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- Figure 4: Consumption of coffee, by age, August 2006
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- Figure 5: U.S. population of young adults aged 18-34, by age, 2000-11
- Teens positively impact energy drinks market
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- Figure 6: Consumption of energy drinks, January-October 2006
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- Figure 7: U.S. population of teens aged 12-17, 2001-11
- Growth through energy drinks targeting women
- Blacks and Hispanics—key racial/ethnic demographics in the market
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- Figure 8: Energy drinks consumption, by race/ethnicity, January-October 2006
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- Figure 9: Population, by race and Hispanic origin, 2001-11
- Figure 10: Hispanic and black purchasing power, 1990-2011
- Innovation through line extensions
- Packaging
- Juice hybrids
- Energy drinks as a mixer
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- Figure 11: Usage of beer and spirits in the past 12 months among all adults and energy drink users, 2004 and 2006
Market Size and Trends
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- Market size
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- Figure 12: Total U.S. retail sales of energy drinks, at current and constant prices, 2001-06
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- Figure 13: Average price per fluid ounce of various RTD non-alcoholic beverages at FDM, 2006
- Wal-Mart estimate
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- Figure 14: Number of regular stores and supercenters opened by Wal-Mart, FY 2001-05
- Market trends
- Product proliferation—taboo names attract target consumers
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- Figure 15: New energy drink product releases, 2001-07*
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- Figure 16: New energy drink product claims, 2001-07
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- Figure 17: New energy drink product flavors, 2001-07
Market Segmentation
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- Introduction
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- Figure 18: Energy drinks sales through FDM*, segmented by type, 2004 and 2006
- Non-aseptic energy drinks
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- Figure 19: FDM* sales of non-aseptic energy drinks, at current and constant prices, 2001-06
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- Figure 20: Price comparison of single-serve and multipacks for Red Bull, 2007
- Aseptic energy drinks
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- Figure 21: FDM* sales of aseptic energy drinks, at current and constant prices, 2001-06
- Mixes
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- Figure 22: FDM* sales of non-aseptic energy drinks, at current and constant prices, 2001-06
Supply Structure
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- Consolidation in the beverage industry
- Merger and acquisition activity
- Expansion in distribution for small players
- Companies and brands
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- Figure 23: FDM* sales of major manufacturers in the energy drinks market in the U.S., 2004 and 2006
- Brand sales of energy drinks
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- Figure 24: Selected brand sales and market share of major energy drinks at FDM* in the U.S., 2004 and 2006
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- Figure 25: Selected brand sales and market share of high-growth energy drinks at FDM* in the U.S., 2004 and 2006
- Manufacturers’ profiles
- Red Bull
- Hansen Natural Corporation
- Distribution strategy and customers
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- Figure 26: Hansen Natural Corporation sales, by channel, 2005
- Sales
- Rockstar International
- PepsiCo, Inc.
- The Coca-Cola Company
Advertising and Promotion
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- Introduction
- Coca-Cola
- Hansen Natural Corporation
- PepsiCo
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- Figure 27: Amp Energy—TV ad, 2006
- Red Bull
Retail Distribution
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- Introduction
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- Figure 28: U.S.* retail sales of energy drinks, by channel, 2004 and 2006
- Convenience stores
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- Figure 29: U.S. convenience store sales of energy drinks, at current and constant prices, 2001-06
- Supermarkets
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- Figure 30: U.S. supermarket sales of energy drinks, at current and constant prices, 2001-06
- Drug stores
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- Figure 31: U.S. drug store sales of energy drinks, at current and constant prices, 2001-06
The Consumer: Usage, Frequency of Use, Brand Use
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- Summary
- The adult consumer
- Teen consumer
- Adults and energy drinks
- Overview
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- Figure 32: Incidence of energy drinks consumption, 2002-06
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- Figure 33: Incidence of energy drinks consumption, by gender, January-October 2006
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- Figure 34: Incidence of energy drinks consumption among males, 2002-06
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- Figure 35: Incidence of energy drinks consumption among females, 2002-06
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- Figure 36: Incidence of energy drinks consumption, by age, January-October 2006
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- Figure 37: Incidence of energy drinks consumption among adults aged 18-24 and 25-34, 2002-06
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- Figure 38: Incidence of energy drinks consumption, by race/ethnicity, January-October 2006
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- Figure 39: Incidence of energy drinks consumption among blacks and Hispanics, 2002-06
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- Figure 40: Incidence of energy drinks consumption, by marital status, January-October 2006
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- Figure 41: Incidence of energy drinks consumption, by presence of children in the household, January-October 2006
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- Figure 42: Incidence of energy drinks consumption, by region, January-October 2006
- Consumption by brand
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- Figure 43: Consumption of energy drinks, by brands, by gender, January-October 2006
- Frequency of consumption
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- Figure 44: Frequency of consumption of energy drinks, 2004 and 2006
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- Figure 45: Frequency of consumption of energy drinks, by gender, January-October 2006
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- Figure 46: Frequency of consumption of energy drinks, by age, January-October 2006
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- Figure 47: Frequency of consumption of energy drinks, by race/ethnicity, January-October 2006
- Teens and energy drinks
- Overview
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- Figure 48: Energy drink penetration among teens, January-October 2006
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- Figure 49: Energy drinks penetration among teens, 2002-06
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- Figure 50: Energy drinks penetration among teens, by gender/age, January-October 2006
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- Figure 51: Energy drinks penetration among teens, by race/ethnicity, January-October 2006
- Consumption by brand
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- Figure 52: Consumption of energy drinks, by brands, by gender, January-October 2006
- Frequency of consumption among teens
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- Figure 53: Frequency of consumption of energy drinks among teens, January-October 2006
The Consumer: Where, When, Why and How Energy Drinks Are Used
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- Summary
- Energy drink retail channel preferences
- Brand loyalty
- Occasions to drink energy drinks
- Places to drink energy drinks
- Purpose of drinking energy drinks
- Ingredients valued
- Attitudes toward attractiveness, exercise, and risk taking: 18-24 year olds
- Energy drinks and food and other beverages
- Where consumers buy energy drinks and what they buy
- Energy drink retail channel preferences
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- Figure 54: Choice of retail channels to purchase energy drinks, by age, February 2007
- Energy drink brand loyalty
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- Figure 55: Energy drink brand loyalty, by race/ethnicity, February 2007
- When and where consumers drink energy drinks
- Occasions to drink energy drinks
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- Figure 56: Occasions to drink energy drinks, by age, February 2007
- Places to drink energy drinks
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- Figure 57: Places to drink energy drinks, by age, February 2007
- Why consumers drink energy drinks
- Purpose of drinking energy drinks
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- Figure 58: Purpose of drinking energy drinks, by age, February 2007
- Energy drink ingredients consumers value
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- Figure 59: Preference for energy drink ingredients, by age, February 2007
- Attitudes toward attractiveness, exercise, and risk taking: 18-24 year olds
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- Figure 60: Attitudes toward attractiveness, exercise, and risk taking, by energy drink preferennce, males aged 18-24, January-October 2006
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- Figure 61: Attitudes toward attractiveness, exercise, and risk taking, by energy drink preferennce, females aged 18-24, January-October 2006
- How consumers drink energy drinks
- Energy drinks and food
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- Figure 62: Energy drinks usage with food, by age, February 2007
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- Figure 63: Energy drinks usage with food, by race/ethnicity, February 2007
- Energy drinks usage with other beverages
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- Figure 64: Energy drinks usage with other beverages, by age, February 2007
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- Figure 65: Energy drinks usage with other beverages, by race/ethnicity, February 2007
The Consumer: Hybrid Preferences and Who Does Not Use Energy Drinks
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- Summary
- Energy drink hybrid preferences
- Reasons for not drinking energy drinks
- Energy drink preferences among non-users
- Preference for selected energy drink hybrids
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- Figure 66: Preference for selected energy drinks options, by age, November 2006
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- Figure 67: Preference for selected low-calorie/sugar-free energy drinks, by gender, November 2006
- Understanding the consumer who does not drink energy drinks
- Why consumers do not drink energy drinks
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- Figure 68: Reasons for not drinking energy drinks, by age, February 2007
- Energy drink preferences of non-drinkers
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- Figure 69: Energy drink interests of non-drinkers, by age, February 2007
Future and Forecast
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- Future trends
- Increased attention from researchers and health authorities on negative influence of energy drinks on health
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- Figure 70: Caffeine content of selected beverages, 2006
- Proliferation of products may lead to price war in the industry
- Demographic influences
- Young adults and teens
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- Figure 71: U.S. population of teens and young adults aged 12-34, by age, 2000-11
- Hispanics and blacks—promise for continued growth
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- Figure 72: Population, by race and Hispanic origin, 2001-11
- Increasing influence of hybrids
- Competition from hybrid soda
- Trend towards pre-mixed alcoholic energy drinks
- Increased innovation in natural energy-boosting foods and beverages
- Continued consolidation in the industry
- Market forecast
- Energy drinks
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- Figure 73: Forecast of total U.S. sales of energy drinks, at current and constant prices, 2006-11
- FDM Energy drinks
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- Figure 74: Forecast of U.S. FDM sales of energy drinks, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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