This report explores the energy drinks and shots market. The market has recovered admirably from the throes of the recession and grew 15.4% from 2010-11, after slowing down to a growth rate of 4.8% from 2008-09. Energy drinks and shots continue to thrive for their functional positioning, particularly providing an energy boost. However, the market faces its own set of issues, the biggest one focused on the possibly harmful side effects of consuming energy drinks and shots. This report addresses these and other issues and explores growth-driving opportunities including:
The steps energy drinks and energy shots makers can take to alleviate the concern about product safety
The importance of packaging size and flavor variety in attracting consumers
Key brands’ performance in each segment and leading brands’ marketing strategy
Impact of the growth in energy shots on energy drinks’ sales
Innovative product positioning and attributes that best attract increasingly health-conscious consumers
Reasons nonusers do not drink energy drinks and shots, and steps marketers can take to attract nonusers to the market
This report explores the energy drinks and shots market. The market has recovered admirably from the throes of the recession and grew 15.4% from 2010-11, after slowing down to a growth rate of 4.8% from 2008-09. Energy drinks and shots continue to thrive for their functional positioning, particularly providing an energy boost. However, the market faces its own set of issues, the biggest one focused on the possibly ...
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The Energy Drinks Consumer—Usage, Frequency, and Brands
Reasons and Occasions for Drinking Energy Drinks
Attitudes and Behavior: Packaging Size, Flavor Choices, and Product Attributes
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.
Oxygen 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.
Garima is a leading research analyst at Mintel, writing and editing annual reports on beverage categories in the US. Garima focuses on consumer, market and product innovation trends to help businesses understand dynamics in the industry and how they can respond. She works with both clients and media to provide perspective on beverage markets.
Garima started her career at Mintel as a freelance market research writer. Prior to that, she worked in project management at the University of Wisconsin-Madison and the University of California-Berkeley. She holds an MBA in Entrepreneurship and Marketing from the University of Wisconsin-Madison.