Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Category continues upward trajectory despite stagnant use, recent controversy
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- Figure 1: Total U.S. sales and fan chart forecast of energy drinks, shots, and mixes, at current prices, 2008-18
- Energy drinks continue to dominate market, but energy mixes catching on quickly
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- Figure 2: Total U.S. sales and forecast of energy drinks, shots, and mixes, by segment, 2008-18
- Market factors
- Retail channels
- Rise of other retail channel exceeds category’s growth trajectory
- Key players
- Red Bull maintains its lead, while innovations from Monster and Kraft take share
- New energy drink, shot launches trend downward since 2008
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- Figure 3: U.S. energy drink and shot launches, by year, 2007-13*
- The consumer
- Energy beverage usage remaining stagnant, but some adults are cutting back
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- Figure 4: Personal consumption of energy drinks and/or energy shots, May 2013
- Efficacy, convenience leading reasons why adults drink energy beverages
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- Figure 5: Top five reasons for personal consumption of energy beverages, by race/Hispanic origin, May 2013
- Lack of need, health and safety concerns fuel cut backs, deter some adults entirely
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- Figure 6: Top three reasons for not drinking energy drinks or energy shots, May 2013
- Teen consumption also declining, complicating category’s future
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- Figure 7: Personal consumption of energy drinks among teens, October 2007-November 2012
- What we think
Issues and Insights
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- How can manufacturers allay consumers’ safety and health concerns?
- Insight: Make education an integral part of marketing
- Can the declining energy shot segment be revitalized?
- Insight: Promotions, new products, and brand extensions could reverse slump
- Following a boost in sales, are energy mixes the future of the category?
- Insight: Mixes could bring in new users with the promise of customization
- Can non-users be convinced to try energy beverages?
- Insight: Assert safety, productivity of existing products while creating new options
Trend Applications
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- Trend: Life Hacking
- Trend: Supernanny State
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Category continues upward trajectory despite stagnant use, controversy
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- Figure 8: Total U.S. retail sales and forecast of energy drinks, shots, and mixes, at current prices, 2008-18
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- Figure 9: Total U.S. retail sales and forecast of energy drinks, shots, and mixes, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total U.S. sales and fan chart forecast of energy drinks, shots, and mixes, at current prices, 2008-18
Market Drivers
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- Key points
- Lawsuits, proposed bans continue, creating a challenging marketplace
- Lower unemployment rates could boost category sales
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- Figure 11: Personal consumption of energy drinks and/or energy shots, by employment, May 2013
- Consumption among young adults fuels category; teen use dropping
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- Figure 12: Personal consumption of energy drinks and/or energy shots, by generations, May 2013
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- Figure 13: Personal consumption of energy drinks among teens aged 12-17, October 2007-November 2012
- Figure 14: Personal consumption of energy drinks, October 2007-November 2012
- Multicultural populations continue to see substantial growth
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- Figure 15: Personal consumption of energy drinks and/or energy shots, by race and Hispanic origin, May 2013
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- Figure 16: Personal consumption of energy drinks, by race/Hispanic origin, January 2012-March 2013
Competitive Context
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- Key points
- Time of day helps consumers choose their consumable energy choices
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- Figure 17: Timing and choice of beverages and foods consumed for energy, May 2013
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- Figure 18: Timing and choice of energy drinks and/or energy shots consumed for energy, May 2013
- Energy claims expand into other food, drink categories
Segment Performance
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- Key points
- Energy drinks rule category, but energy mixes are shooting stars
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- Figure 19: Total U.S. retail sales of energy drinks, shots, and mixes, by segment, at current prices, 2011 and 2013
- Customization edges out convenience: Mixes to surpass shots in 2016
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- Figure 20: Total U.S. sales and forecast of energy drinks, shots, and mixes, by segment, 2008-18
Retail Channels
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- Key points
- Price, convenience of other retail channel wins over energy-seekers
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- Figure 21: Total U.S. retail sales of energy beverages, by channel, at current prices, 2011-13
- Rise of other retail channel exceeds category’s growth trajectory
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- Figure 22: Total U.S. retail sales of energy beverages, by channel, at current prices, 2008-13
- Mass merchandise, club stores popular among energy shot buyers
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- Figure 23: Retail channels where energy drinks/shots are purchased, May 2013
- Gas station, convenience stores have a niche with younger buyers
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- Figure 24: Retail channels where energy beverages are purchased, by gender and age, May 2013
- Supermarkets top choice in Northeast, West; Walmart in Midwest, South
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- Figure 25: Retail channels where energy beverages are purchased, by gender and age, May 2013
Leading Companies
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- Key points
- Red Bull maintains top spot, while Monster and Kraft gain share
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- Figure 26: MULO sales of energy drinks, shots, and mixes, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Energy Drinks
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- Key points
- No-calorie, multi-functional, natural accelerate energy drink segment
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- Figure 27: MULO sales of energy drinks, by leading companies, rolling 52 weeks 2012 and 2013
- Editions expand Red Bull’s portfolio with three flavored options
- Consumers say ‘yes’ to Monster Rehab, zero-calorie line extensions
- PepsiCo encounters static with re-brand of Amp portfolio
- Asians more open to a range of brands, blacks most brand loyal
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- Figure 28: Brand consumption of energy drinks, by race/Hispanic origin, January 2012-March 2013
- Figure 29: Brand consumption of energy drinks, by Hispanic origin and age, January 2012-March 2013
- Monster outranks Red Bull among teens, youngest adults
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- Figure 30: Brand consumption of energy drinks, by age, January 2012-March 2013
- Figure 31: Brand consumption of energy drinks, by gender and age, October 2011-November 2012
Brand Share—Energy Shots
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- Key points
- Leading brands hang on as energy shot sales hit a slump
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- Figure 32: MULO sales of energy drinks, by leading companies, rolling 52 weeks 2012 and 2013
- 5-Hour Energy users also active in energy drink segment
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- Figure 33: Any personal consumption of energy drinks and/or energy shots, by brands, May 2013
Brand Share—Energy Mixes
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- Key points
- Kraft’s MiO Energy revitalizes energy mix segment with liquid format
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- Figure 34: MULO sales of energy drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
- Energy mixes enjoy high crossover among energy beverage users
Innovations and Innovators
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- New products, range extensions continue to lead energy innovations
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- Figure 35: U.S. energy drink and shot launches, by launch type, 2007-13*
- Energy drinks make up more than half of launches, mixes growing
- Flavor innovations broaden appeal with sour, sweet additions
- Packaging addresses serving concerns, increases on-shelf appeal
- Handful of U.S., global products opt for energy without the caffeine
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Red Bull
- TV presence
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- Figure 36: Red Bull, “Beyond Limits” television ad, 2012-13
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- Figure 37: Red Bull, “Big Waves” television ad, 2012-13
- Brand analysis: 5-Hour Energy
- Online initiatives
- TV presence
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- Figure 38: 5-Hour Energy, “Great Combination,” 2013
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- Figure 39: 5-Hour Energy, “Energy Galore,” 2012-13
- Brand analysis: NOS
- TV presence
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- Figure 40: NOS energy drink, “No Nonsense Hit” television ad, 2012-13
Social Media
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- Key points
- Key social media metrics
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- Figure 41: Key brand metrics, energy drinks/shots brands, July 2013
- Market overview
- Brand usage and awareness
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- Figure 42: Usage and awareness of selected energy drink and/or energy shot brands, July 2013
- Interaction with brands
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- Figure 43: Interaction with selected energy drink and/or energy shot brands, July 2013
- Online conversations
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- Figure 44: Online conversations on selected energy drink and/or energy shot brands, June 21-July 20, 2013
- Where are people talking about energy drinks and shot brands?
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- Figure 45: Online conversations on selected energy drink and/or energy shot brands, by page type, June 21-July 20, 2013
- What are people talking about?
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- Figure 46: Types of conversations around selected energy drink and/or energy shot brands, June 21-July 20, 2013
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- Figure 47: Types of conversations around selected energy drink and/or energy shot brands, by day, June 21-July 20, 2013
- Figure 48: Types of conversations around selected energy drink and/or energy shot brands, by page type June 21-July 20, 2013
- Brand analysis
- Monster
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- Figure 49: Monster key social media indicators, July 2013
- Key online campaigns
- What we think
- Red Bull
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- Figure 50: Red Bull key social media indicators, July 2013
- Key online campaigns
- What we think
- 5-Hour Energy
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- Figure 51: 5-Hour Energy key social media indicators, July 2013
- Key online campaigns
- What we think
- Rockstar
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- Figure 52: Rockstar key social media indicators, July 2013
- Key online campaigns
- What we think
- NOS
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- Figure 53: NOS key social media indicators, July 2013
- Key online campaigns
- What we think
- Amp Energy
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- Figure 54: Amp Energy key social media indicators, July 2013
- Key online campaigns
- What we think
The Consumer—Adult Energy Beverage Usage
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- Key points
- Men more likely than women to use energy beverages, also cutting back
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- Figure 55: Personal consumption of energy drinks and/or energy shots, by gender, May 2013
- People aged 18-24 equally likely to drink fewer energy drinks as more
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- Figure 56: Personal consumption of energy drinks and/or energy shots, by age, May 2013
- Men more likely than women to drink both energy drinks and shots
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- Figure 57: Any personal consumption (net) of energy drinks and/or energy shots, by segment, May 2013
- Men aged 18-34 report highest volume consumption among genders
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- Figure 58: Personal consumption of energy drinks, by gender and age, January 2012-March 2013
- Highest volume reported by respondents with lower household incomes
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- Figure 59: Personal consumption of energy drinks, by household income, January 2012-March 2013
- Volume consumption trending downward, but not at dramatic rates
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- Figure 60: Personal consumption of energy drinks/shots, February 2008-March 2013
- Afternoon leading occasion when users reach for energy
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- Figure 61: Afternoon choice of beverages and foods consumed for energy, by gender, May 2013
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- Figure 62: Afternoon consumption of energy drinks and/or energy shots for energy, by gender, May 2013
The Consumer—Attitudes toward Energy Beverages
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- Key points
- Users believe energy beverages are more effective than other drinks
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- Figure 63: Reasons for personal consumption of energy beverages, by gender and age, May 2013
- Reductions in energy beverage consumption spurred by health, cost
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- Figure 64: Reasons for consuming fewer energy drinks/energy shots, May 2013
- Key consumers ages 18-34 have been influenced by negative news
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- Figure 65: Reasons for consuming fewer energy drinks, by age, May 2013
- Women more likely to favor safety labeling, sales restrictions
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- Figure 66: Attitudes toward safety of energy beverages (any agree), by gender and age, May 2013
- Energy drinks more likely than shots to require daily consumption
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- Figure 67: Attitudes toward usage and trial of energy beverages (any agree), by energy drink/shot users (any consumption), May 2013
- Energy drink users, shot drinkers show clear delineation in preferences
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- Figure 68: Attitudes toward of energy drinks and energy shots (any agree), by energy drink/shot users (any consumption), May 2013
The Consumer—Attitudes of Non-Users
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- Key points
- Lack of need, health concerns are main detractors for drinks or shots
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- Figure 69: Reasons for not consuming energy drinks or energy shots, May 2013
- Health concerns more likely to dissuade women than men
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- Figure 70: Reasons for not consuming energy drinks, by gender, May 2013
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- Figure 71: Reasons for not consuming energy shots, by gender, May 2013
- Target demographic of Matrix and Millennials also staying away
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- Figure 72: Reasons for not consuming energy drinks, by generations, May 2013
- Manufacturers also have opportunity to target busy seniors
- Respondents with children alarmed by ingredients, impact
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- Figure 73: Reasons for not consuming energy drinks, by presence of children in household, May 2013
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- Figure 74: Reasons for not consuming energy shots, by presence of children in household, May 2013
The Consumer—Teen Usage and Attitudes
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- Key points
- Despite declining usage, energy remains popular with teens aged 15-17
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- Figure 75: Personal consumption of energy drinks, by gender and age, October 2011-November 2012
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- Figure 76: Personal volume consumption of energy drinks, by gender and age, October 2011-November 2012
- Other race teens are most likely to drink energy beverages
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- Figure 77: Personal consumption of energy drinks, by race and Hispanic origin, October 2011-November 2012
- Teens unlikely to prioritize energy beverages when in need of a boost
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- Figure 78: Food or drink consumed by teens aged 12-17 for energy, June 2013
- Boys aged 15-17 most likely to reach for energy drinks
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- Figure 79: Food or drink consumed by teens aged 12-17 for energy, by gender and age, June 2013
- Energy drinks more effective than other food and drinks, say teen users
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- Figure 80: Reasons for consuming energy drinks among teens aged 12-17, June 2013
Race and Hispanic Origin
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- Key points
- Other race, Hispanics active in both energy beverage segments
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- Figure 81: Any personal consumption (net) of energy drinks and/or energy shots, by segment, May 2013
- Blacks energized by convenience, other race by taste, refreshment
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- Figure 82: Reasons for personal consumption of energy beverages, by race/Hispanic origin, May 2013
- Young Hispanics report higher volume use than non-Hispanics
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- Figure 83: Personal consumption of energy drinks, Hispanic origin and age, January 2012-March 2013
- Hispanics slightly more swayed by non-energy options for p.m. boost
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- Figure 84: Afternoon choice of beverages and foods consumed for energy, by Hispanic origin, May 2013
- Figure 85: Afternoon choice of energy drinks and/or energy shots consumed for energy, by Hispanic origin, May 2013
Cluster Analysis
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- Fatigue Fighters
- Demographics
- Characteristics
- Opportunity
- Alternative Seekers
- Demographics
- Characteristics
- Opportunity
- Drink Devotees
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 86: Target clusters, May 2013
- Figure 87: Personal consumption of energy drinks and/or energy shots, by target clusters, May 2013
- Figure 88: Any personal consumption (net) of energy drinks and/or energy shots, by segment, by target clusters, May 2013
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- Figure 89: Retail channels where energy beverages are purchased, by target clusters, May 2013
- Figure 90: Reasons for personal consumption of energy beverages, by target clusters, May 2013
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- Figure 91: Timing and choice of beverages and foods consumed for energy, by target clusters, May 2013
- Cluster demographic tables
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- Figure 92: Target clusters, by demographic, May 2013
- Cluster methodology
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- Figure 93: Agreement with attitudes toward energy beverages, by target clusters, May 2013
Key Driver Analysis
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- Methodology
- Innovation, fun reputation keeps consumers active in category
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- Figure 94: Key drivers of drinking more or the same amount of energy drinks and/or shots, August 2013
- Users embrace brands for existing ranges, innovation welcomed by all
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- Figure 95: Key drivers of drinking energy drink and/or energy shots, by brand, August 2013
Information Resources Inc. Builders Panel Data
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- Overview—Energy drinks
- Consumer insights on key purchase measures
- Brand map
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- Figure 96: Brand map, selected brands of single-serving non-aseptic energy drinks buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 97: Key purchase measures for the top brands of single-serving non-aseptic energy drinks, by household penetration, 2012*
Appendix—Food and Beverage Market Drivers
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- Consumer confidence
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- Figure 98: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 99: U.S. unemployment rate, by month, 2002-13
- Figure 100: U.S. unemployment and underemployment rates, 2007-13
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- Figure 101: Number of employed civilians in U.S., in thousands, 2007-13
- Shifting U.S. demographics
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- Figure 102: U.S. population, by age, 2008-18
- Figure 103: U.S. households, by presence of own children, 2002-12
- Racial, ethnic population growth
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- Figure 104: U.S. population, by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 105: Households with children, by race and Hispanic origin of householder, 2012
Appendix—Other Useful Consumer Tables
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- Segment performance
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- Figure 106: Total U.S. sales and forecast of energy drinks, at current prices, 2008-18
- Figure 107: Total U.S. sales and forecast of energy shots, at current prices, 2008-18
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- Figure 108: Total U.S. sales and forecast of energy mixes, at current prices, 2008-18
- The Consumer—Adult energy beverage usage
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- Figure 109: Any personal consumption of energy drinks and/or energy shots, by segment, May 2013
- Figure 110: Personal consumption of energy drinks and/or energy shots, by presence of children in household, May 2013
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- Figure 111: Personal consumption of energy drinks and/or energy shots, by census region, January 2012-March 2013
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- Figure 112: Personal consumption of energy drinks, by marital status with children, January 2012-March 2013
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- Figure 113: Morning choice of beverages and foods consumed for energy, by gender, May 2013
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- Figure 114: Morning choice of energy drinks and/or energy shots consumed for energy, by gender, May 2013
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- Figure 115: Evening choice of beverages and foods consumed for energy, by gender, May 2013
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- Figure 116: Evening choice of energy drinks and/or energy shots consumed for energy, by gender, May 2013
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- Figure 117: Between meals choice of beverages and foods consumed for energy, by gender, May 2013
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- Figure 118: Between meals choice of energy drinks and/or energy shots consumed for energy, by gender, May 2013
- The Consumer—Attitudes toward energy beverages
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- Figure 119: Reasons for any personal consumption of energy drinks/shots, May 2013
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- Figure 120: Reasons for personal consumption of energy beverages, by region, May 2013
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- Figure 121: Attitudes toward energy beverages (any agree), by gender, May 2013
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- Figure 122: Attitudes toward safety and sales of energy beverages (any agree), by energy drink/shot users (any consumption), May 2013
- The consumer—Attitudes of non-users
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- Figure 123: Reasons for not consuming energy shot, by generations, May 2013
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- Figure 124: Reasons for not consuming energy drinks, by census region, May 2013
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- Figure 125: Reasons for not consuming energy drinks, by household income, May 2013
- The consumer—Teen usage and attitudes
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- Figure 126: Brand consumption of energy drinks, by Hispanic origin, October 2011-November 2012
- Race and Hispanic origin
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- Figure 127: Brand consumption of energy drinks, by race and household income, January 2012-March 2013
Appendix—Social Media
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- Brand usage and awareness
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- Figure 128: Brand usage or awareness, May 2013
- Figure 129: Red bull usage or awareness, by demographics, May 2013
- Figure 130: Monster usage or awareness, by demographics, May 2013
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- Figure 131: Rockstar usage or awareness, by demographics, May 2013
- Figure 132: 5-Hour Energy usage or awareness, by demographics, May 2013
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- Figure 133: NOS usage or awareness, by demographics, May 2013
- Figure 134: Amp energy usage or awareness, by demographics, May 2013
- Activities done
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- Figure 135: Activities done, May 2013
- Figure 136: Red bull – Activities done, by demographics, May 2013
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- Figure 137: Monster – Activities done, by demographics, May 2013
- Figure 138: Rockstar – Activities done, by demographics, May 2013
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- Figure 139: 5-Hour energy – Activities done, by demographics, May 2013
- Figure 140: NOS – Activities done, by demographics, May 2013
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- Figure 141: Amp energy – Activities done, by demographics, May 2013
- Online conversations
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- Figure 142: Online conversations on selected energy drinks/shots brands, June 21-July 20, 2013
- Figure 143: Online conversations on selected energy drinks/shots brands, by page type, June 21-July 20, 2013
- Figure 144: Types of conversations around selected energy drinks/shots brands, June 21-July 20, 2013
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- Figure 145: Types of conversations around selected energy drinks/shots brands, by day, June 21-July 20, 2013
- Figure 146: Types of conversations around selected energy drinks/shots brands, by page type June 21-July 20, 2013
Appendix—Key Driver Analysis
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- Interpretation of results
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- Figure 147: Drivers of drinking energy drinks and/or energy shots – key driver output, August 2013
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- Figure 148: Drivers of drinking Red Bull energy drink – key driver output, August 2013
- Figure 149: Drivers of drinking Monster energy drink – key driver output, August 2013
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- Figure 150: Drivers of drinking Rockstar energy drink – key driver output, August 2013
- Figure 151: Drivers of drinking 5-Hour energy shot – key driver output, August 2013
Appendix—Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix—Trade Associations
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