In 2011, Mintel estimates energy drinks and energy shots market sales at $8.1 billion, which represented a dollar sales growth of 16% over 2010. The market has regained its growth after experiencing a dip in 2009, which could be attributed to the influence of the recession. As of June 2012, some of the key energy drinks consumers—blacks, Hispanics, and teens— continue to experience higher than average unemployment conditions, which suggests that the market should experience further growth by recapturing those still unemployed consumers once the employment situation improves. Mintel projects the market to attain 92% growth during 2011-16 on the strength of a steady stream of innovations from the top energy drinks/shots manufacturers and the relatively young status of the category itself, especially energy shots, compared to other non-alcoholic beverages.
In 2011, Mintel estimates energy drinks and energy shots market sales at $8.1 billion, which represented a dollar sales growth of 16% over 2010. The market has regained its growth after experiencing a dip in 2009, which could be attributed to the influence of the recession. As of June 2012, some of the key energy drinks consumers—blacks, Hispanics, and teens— continue to experience higher than average unemployment conditions ...
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The Energy Drinks Consumer—Usage, Frequency, and Brands
Factors Influencing Energy Drinks Purchase Decision
Energy Drinks Consumption by Occasion and Location
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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.
Ongoing safety concerns endanger energy beverages’ growth prospects
7th January 2013
In the wake of reports of several deaths and injuries allegedly linked to energy beverage consumption, the Food and Drug Administration (FDA) announced an investigation of reports of illness, injury, or deaths of people who took products marketed as energy drinks or energy shots on Nov. 16, 2012. Concerns about ...