Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The market
- Energy drinks/shots market poised for growth
-
- Figure 1: U.S. sales of energy drinks and energy shots, 2006-16
- Forecast
-
- Figure 2: Fan chart forecast for energy drinks and energy shots, at best-, worst-, and central-case scenarios, 2006-16
- Market factors
- Unemployment rate among the key demographic groups improves, but still high
-
- Figure 3: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, May 2011-May 2012
- Asians, blacks, and Hispanics offer growth opportunities through favorable population projections
-
- Figure 4: Rate of change in the U.S. population, by blacks/Asians/Hispanic origin, 2006-16
- Companies, brands, and innovation
- Red Bull maintains its top position in energy drinks
-
- Figure 5: FDMx manufacturers sales of energy drinks, 2012*
- Living Essentials’ 5-hour Energy rules the energy shots segment
-
- Figure 6: FDMx manufacturers sales of energy shots, 2012*
- New product introductions rebound in 2011
-
- Figure 7: New energy drinks and energy shots products count, 2006-11
- The consumer
- Energy drinks’ adult consumer base grows in 2011, albeit slowly
-
- Figure 8: Trends in the incidence of personal consumption of energy drinks, 2005-10/11
- Teen consumer base shrinks in 2011
-
- Figure 9: Trends in the incidence of teen personal consumption of energy drinks, 2007-10/11
- Cold vault is the best-selling retail space for energy drinks
-
- Figure 10: Degree of influence of various factors in energy drinks purchase decision, April 2012
- Early morning, morning, and afternoon are the key occasions to consume energy drinks
-
- Figure 11: Energy drinks consumption frequency, by occasion, April 2012
- Most energy drinks nonusers are not interested in the product; beverage not deemed safe
-
- Figure 12: Reasons for not drinking energy drinks and energy shots, by age, April 2012
- What we think
Issues in the Market
-
- Can the energy drinks market grow its consumer base?
- Do adults aged 55+ prefer energy shots to energy drinks?
- How do safety concerns about the amount of caffeine in energy drinks/ shots influence the market?
- Does innovation help drive growth in the market?
Insights and Opportunities
-
- Energy drinks makers do not exclusively own energy; move beyond energy boost claim
- Offer visual marking on packaging to avoid caffeine abuse
Inspire Insights
-
- Trend: Extend My Brand
- Trend: Perfecting the Detail
Market Size and Forecast
-
- Key points
- Energy drinks/shots market poised for growth
- Sales and forecast of energy drinks and energy shots
-
- Figure 13: Total U.S. retail sales and forecast of energy drinks and energy shots, at current prices, 2006-16
- Figure 14: Total U.S. retail sales and forecast of energy drinks and energy shots, at inflation-adjusted prices, 2006-16
- Fan chart forecast
-
- Figure 15: Fan chart forecast for energy drinks and energy shots, at best-, worst-, and central-case scenarios, 2006-16
- Walmart sales
Market Drivers
-
- Key points
- Research studies find energy drinks and energy shots risky for children
- Unemployment rate among the key demographic groups improves, but still high
-
- Figure 16: Percentages of unemployed adults aged 16+, 2002-12
- Figure 17: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, May 2011-May 2012
- Adults aged 18-34 are the key consumers, but population trends indicate little growth
-
- Figure 18: Population 18+, by age, 2006-16
- Teen population projections offer growth
-
- Figure 19: teens population, 2006-16
- Hispanics and blacks offer growth opportunities
-
- Figure 20: Population, by race and Hispanic origin, 2006-16
Competitive Context
-
- Key points
- Coffee continues to be the biggest competition for energy drinks/energy shots
-
- Figure 21: Reasons for drinking energy drinks and energy shots, April 2011
-
- Figure 22: Personal incidence of drinking coffee, by age, June 2011
- Non-alcoholic beverages other than coffee also pose competition for energy drinks
- Growing repertoire of energy-boosting alternatives
-
- Figure 23: Personal incidence of using vitamins/mineral tablets, capsules, or liquids (non-prescription), by gender and age, April 2010 - June 2011
- Growing popularity of relaxation drinks and shots
Segment Performance
-
- Key points
-
- Figure 24: U.S. sales of energy drinks and energy shots, by segment, 2006-16
- Figure 25: U.S. sales of energy drinks and energy shots, by segment, 2009-11
Segment Performance—Energy Drinks (Non-aseptic)
-
- Key points
- Energy drinks continue to offer growth potential
- Natural energy drinks—fad or growth-driving opportunity?
- Total sales of energy drinks (non-aseptic)
-
- Figure 26: U.S. sales of energy drinks (non-aseptic), 2006-16
Segment Performance—Energy Shots
-
- Key points
- Energy shots’ growth slows down; one brand controls the segment’s fate
-
- Figure 27: 5-hour Energy consumed in the past 30 days, by race/Hispanic origin, 2009 and 2011
- Total sales of energy shots
-
- Figure 28: U.S. sales of energy shots, 2006-16
Segment Performance—Energy Drinks Mixes
-
- Key points
- Energy drinks mixes offer growth potential on the strength of innovation
- Total sales of energy drinks mixes
-
- Figure 29: U.S. sales of energy drinks mixes, 2006-16
Retail Channels
-
- Key points
- Convenience stores continue to be the top channel
- Supermarkets grow sales, increased focus on single-serve selection
-
- Figure 30: U.S. sales of energy drinks and energy shots, by retail channel, 2009 and 2011
Leading Companies
-
- Key points
-
- Figure 31: FDMx sales of energy drinks and energy shots, by leading manufacturers, 2011 and 2012
Brand Share—Energy Drinks (Non-aseptic)
-
- Key points
- Red Bull exhibits impressive growth; introduces Total Zero
- Hansen’s Monster continues to churn out successful line extensions
- Rockstar Recovery makes an impact; 2X exhibits growth potential
- Coca-Cola and PepsiCo unable to make an impact
-
- Figure 32: FDMx sales of leading energy drinks (non-aseptic) brands, 2011 and 2012
Brand Share—Energy Shots
-
- Key points
- Living Essentials maintains its top position
- Private label shots proliferate
- Strong backing behind upcoming brands
-
- Figure 33: FDMx sales of leading energy shots brands, 2011 and 2012
Innovations and Innovators
-
- Key points
- New product count rebounds in 2011
-
- Figure 34: New energy drinks and energy shots products count, 2006-12
- Functional benefits—the top claim in 2012
-
- Figure 35: Top 10 claims in new energy drinks and energy shots products, 2008-12
- Private label energy shots proliferate
- Energy drinks adopt the “Zero” moniker; 10 calorie becomes popular
- Natural energy drinks products continue to appear
- Tea-influenced energy drinks on the rise
- Coconut water makes appearance in energy drinks
- Differentiation through packaging
Marketing Strategies
-
- Introduction
- Television ads
- FRS Healthy Energy impresses through “motivational” tone
-
- Figure 36: FRS TV ad, “Tim Tebow,” 2011-12
- Red Bull energizes
-
- Figure 37: Red Bull TV ad, “Make It Happen,” 2012
- Rockstar and Monster—extreme sports-based ads
-
- Figure 38: Rockstar TV ad, “Water Ride,” 2011-12
- Monster Energy
-
- Figure 39: Monster Energy TV ad, “See It All Live,” 2011-12
The Energy Drinks Consumer—Usage, Frequency, and Brands
-
- Key points
- Energy drinks consumer base grows in 2011
-
- Figure 40: Trends in the incidence of personal consumption of energy drinks, 2005-2010/11
- Volume consumption picks up in 2011
-
- Figure 41: Trends in the mean frequency of drinking energy drinks, 2005-2010/11
- Men continue to be the primary consumer in the market
-
- Figure 42: Personal consumption of energy drinks, by gender, October 2010-November 2011
- Adults aged 18-34 are the key consumers
-
- Figure 43: Personal consumption of energy drinks, by age, October 2010-November 2011
- Adults with children in household exhibit higher-than-average consumption
-
- Figure 44: Personal consumption of energy drinks, by presence of children, October 2010-November 2011
- Red Bull consumer base continues to shrink
-
- Figure 45: Energy drinks brands consumed in the last 30 days, by age, October 2010-November 2011
-
- Figure 46: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by age, April 2012
Factors Influencing Energy Drinks Purchase Decision
-
- Price is the most important attribute in purchasing energy drinks
- Cold vault is the best-selling retail space for energy drinks
- Packaging size and flavor variety important to energy drinks buyers/drinkers
- Brand trust is important
- Long-lasting energy boost and all-natural ingredients important factors
- Smartphone and social media marketing can be effective in this market
-
- Figure 47: Degree of influence of various factors in energy drinks purchase decision, April 2012
-
- Figure 48: Degree of influence of various factors in energy drinks purchase decision, by age, April 2012
Energy Drinks Consumption by Occasion and Location
-
- Early morning, morning, and afternoon are the key occasions to consume energy drinks
-
- Figure 49: Energy drinks consumption frequency, by occasion, April 2012
- Rockstar and Monster more frequently consumed brands compared to Red Bull
-
- Figure 50: Energy drinks consumption frequency, by occasion, by incidence of personally drinking or buying energy drinks for someone in the household, by brand, April 2012
- Energy drinks more likely to be consumed at work
-
- Figure 51: Energy drinks consumption frequency, by location, April 2012
Reasons for not drinking energy drinks
-
- Most energy drinks nonusers are not interested in the product
- Safety/health/taste concerns and prices keep many from embracing energy drinks
- Energy drinks compete with other non-alcoholic beverages
-
- Figure 52: Reasons for not drinking energy drinks, by gender, April 2012
-
- Figure 53: Reasons for not drinking energy drinks, by age, April 2012
- Most non-users are not interested in trying energy shots; find them unsafe, expensive
-
- Figure 54: Reasons for not drinking energy shots, by gender, April 2012
-
- Figure 55: Reasons for not drinking energy shots, by age, April 2012
Change in Energy Drinks Consumption
-
- One quarter of all energy drinks users drinking more energy drinks compared to two years ago
-
- Figure 56: Change in the incidence of drinking energy drinks in the past two years, by age, April 2012
- Figure 57: Change in the incidence of drinking energy drinks in the past two years, by presence of children in household, April 2012
- Reasons for drinking more energy drinks than before
-
- Figure 58: Reasons for drinking more energy drinks compared to two years ago, April 2012
- Reasons for drinking less energy drinks than before
-
- Figure 59: Reasons for drinking less energy drinks than two years ago, April 2012
Impact of Race/Hispanic Origin
-
- Key points
- Asians show the highest incidence of drinking energy drinks; blacks are the heaviest consumers
-
- Figure 60: Personal consumption of energy drinks, by race/Hispanic origin, October 2010-November 2011
- Red Bull a favorite among most racial/ethnic groups
-
- Figure 61: Brand drank in the last 30 days, by race/Hispanic origin, October 2010-November 2011
- Blacks and Hispanics more interested in flavors, multipacks, and in-store promotions
-
- Figure 62: Degree of influence of various factors in energy drinks purchase decision, by race/Hispanic origin, April 2012
- Hispanics more concerned than the average about the safety of energy drinks/shots
-
- Figure 63: Reasons for not drinking energy drinks, by race/Hispanic origin, April 2012
- Figure 64: Reasons for not drinking energy shots, by race/Hispanic origin, April 2012
- Hispanic energy drinks users increase energy drinks consumption
-
- Figure 65: Change in the incidence of drinking energy drinks in the past two years, by race/Hispanic origin, April 2012
The Teen Consumer—Usage, Volume, and Brands
-
- Key points
- Teen consumer base shrinks
-
- Figure 66: Trends in the incidence of teen personal consumption of energy drinks, 2007-2010/11
- Energy drinks volume consumption on decline among teens
-
- Figure 67: Trends in the mean frequency of drinking energy drinks among teens, 2007-2010/11
- Teen boys move away from energy drinks
-
- Figure 68: Personal consumption of energy drinks among teens, by gender, October 2010-November 2011
- Teens fuel the Monster growth
-
- Figure 69: Energy drinks consumption among teens, by brands, by gender and age, October 2010-November 2011
Custom Consumer Group
-
- Men aged 18-34 are the key consumer
-
- Figure 70: Personal consumption of energy drinks, by gender and age, October 2010-November 2011
- Energy drinks consumers are more likely to personally drink Red Bull than buy for someone else
-
- Figure 71: Incidence of personally drinking or buying energy drinks for someone in the household, by brand, April 2012
- Experian Simmons custom consumer segmentation findings
- Food lifestyle segment
- Variety on a Budget and Weekend Cooks are the key consumers
-
- Figure 72: Energy drinks consumption, by food lifestyle segmentation, October 2010-November 2011
- Retail shopping segment
- Mall Maniacs like to try new things, create connection with brands
-
- Figure 73: Energy drinks consumption, by retail shopping segmentation, October 2010-November 2011
- Mobile user segmentation
- Mobirati are the key consumers
-
- Figure 74: Energy drinks consumption, by retail shopping segmentation, October 2010-November 2011
IRI/Builders Panel Data—Key Household Purchase Measures
-
- Overview of energy drinks
- SS energy drinks (non-aseptic)—consumer insights on key purchase measures
- Brand map
-
- Figure 75: Brand map, selected brands of SS energy drinks (non-aseptic) buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
-
- Figure 76: Key purchase measures for the top brands of SS energy drinks (non-aseptic), by household penetration, 2011*
Appendix: SymphonyIRI/Builders Panel Data Definitions
Appendix: Retail Channels
-
- Retail channels—convenience stores
-
- Figure 77: U.S. sales of energy drinks and energy shots at convenience stores, 2006-11
- Retail channels—supermarkets
-
- Figure 78: U.S. sales of energy drinks and energy shots at supermarkets, 2006-11
- Retail channels—drug stores
-
- Figure 79: U.S. sales of energy drinks and energy shots at drug stores, 2006-11
- Retail channels—other
-
- Figure 80: U.S. sales of energy drinks and energy shots at other channels, 2006-11
Appendix: Other Useful Tables
-
- The Consumer—Usage, Brands, Type, and Volume
-
- Figure 81: Personal consumption of energy drinks, by age and race, October 2010-November 2011
- Figure 82: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by gender and age, April 2012
-
- Figure 83: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by presence of children in household, April 2012
- Figure 84: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, April 2012
-
- Figure 85: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by gender, April 2012
- Figure 86: Energy drinks brands consumed in the last 30 days, by gender, October 2010-November 2011
- Factors influencing energy drinks purchase decision
-
- Figure 87: Degree of influence of various factors in energy drinks purchase decision, by presence of children in household, April 2012
- Energy drinks consumption by occasion and location
-
- Figure 88: Energy drinks consumption frequency, by location, by gender, April 2012
- Figure 89: Energy drinks consumption frequency, by location, by age, April 2012
- Figure 90: Energy drinks consumption frequency at work, by age, April 2012
-
- Figure 91: Energy drinks consumption frequency, by location, by gender, April 2012
- Figure 92: Energy drinks consumption frequency, by location, by presence of children in household, April 2012
-
- Figure 93: Energy drinks consumption frequency, by location, by presence of children in household, April 2012
- Figure 94: Energy drinks consumption frequency, by location, by presence of children in household, April 2012
- Reasons for not drinking energy drinks/energy shots
-
- Figure 95: Reasons for not drinking energy drinks and energy shots, April 2012
- Figure 96: Reasons for not drinking energy drinks and energy shots, by presence of children in household, April 2012
- Impact of race/Hispanic origin
-
- Figure 97: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by race/Hispanic origin, April 2012
- Figure 98: Energy drinks consumption frequency, by location, by race/Hispanic origin, April 2012
- Figure 99: Personal consumption of energy drinks, by age and Hispanic origin, October 2010-November 2011
Appendix: Trade Associations
Back to top