Energy Drinks and Energy Shots - US - June 2012

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. ... read more