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Energy Drinks and Energy Shots - US - August 2011

For the purposes of this report, energy drinks have been defined as beverages that specifically claim to provide an energy or stimulation boost. These products also have a marketing position that stresses energy. Many generally include active ingredients such as glucose, caffeine, and taurine, as well as other health-oriented ingredients, such as ginseng and various vitamins and minerals. Please note that in this report energy drinks focus is primarily on nonaseptic energy drinks. Aseptic energy drinks sales in FDMx accounted for less than 0.03% in FDMx in the 52 weeks ending June 12, 2011; therefore, aseptic energy drinks are not included in this report.

Energy shots are also included in the report; they are defined as concentrated energy-boosting drinks containing caffeine and B vitamins, usually available in a 2- to 3-oz. bottles/cans. Most energy shots differ from energy drinks in their marketing platform (i.e., an energy boost without the crash associated with energy drinks).

The market size figures shown in this report are based solely on estimates of off-premise sales.

The following presents a list of common active ingredients used in functional beverages:

  • Caffeine has a stimulating effect on the body, most notably on the cardiovascular system and the brain.
  • Taurine is an amino acid that naturally occurs in the body in levels sufficient to sustain everyday needs, but people may experience a shortfall of taurine during increased physical exertion. It is also known for its detoxifying and antioxidizing effects.
  • Vitamins, of which there are many, figure prominently in stimulation drinks and fortified juices.
  • Ginseng is a longevity herb extracted from the root; it owes its healing values to several chemicals called ginsenosides and is claimed to offer energy, stamina, and well-being.
  • Guarana, a popular source of natural caffeine extracted from seeds, is used to reduce fatigue and increase the attention span.
  • Echinacea: extracted from the purple coneflower that is native to North America, this herb is widely used to stimulate the immune system and as a preventive measure against colds and flu, minor infections, and other ailments.
  • Ginkgo biloba is prepared from the tree of the same name, this botanical is associated with increased circulation and associated improvements in memory, cognitive function, and circulatory disorders; it is also considered an antioxidant.
  • Green tea, along with black tea, is made from the leaves of the Camellia sinensis plant. Black tea has been fermented while green tea has not; green tea is considered an antioxidant and is claimed to improve cardiovascular function and help prevent cancer.

Excluded from this report are:

  • mind/body health drinks, marketed broadly as “lifestyle beverages” and “healthy refreshment,” range from herbal adult soft drinks and teas to drinks making specific claims of stress relief, mental rejuvenation, and a boost to the immune system
  • sports drinks
  • carbonated soft drinks
  • diet aids (e.g., Slim-Fast) and meal-replacement products (e.g. Ensure)
  • powdered/protein drinks
  • vitamin-fortified fruit juice.

The popularity of energy drinks has brought about some new products that are category “hybrids.” For example, in 2006 Coca-Cola launched Vault—a hybrid of soda and energy drink. These types of products are not included in the sales figures but are addressed, where appropriate.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                    • Market thrives as Americans’ need for energy boost remains strong
                      • Energy shots exhibit stellar performance
                        • Energy drinks growth pace slows, but still impressive
                          • Monster shows signs of catching up with Red Bull
                            • Convenience store continues to be the biggest channel
                              • Adult consumer base expands, but only due to positive population growth
                                • Teen consumer base shrinks
                                  • Energy boost remains the top attribute for consumers
                                    • Size matters, but the biggest is not necessarily the best
                                      • Most nonusers do not find a need to drink energy drinks and shots
                                      • Insights and Opportunities

                                        • Caffeine—a sales-boosting ingredient or image-destroying element?
                                          • List the caffeine content on the packaging
                                            • Stay away from misrepresenting the caffeine content to consumers
                                              • Going without the caffeine
                                                • Battle for the next big extreme sport
                                                • Inspire Trends

                                                    • Inspire Trend: “Prove It”
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Consumers’ insatiable need for energy boost contributes to the growth
                                                            • Figure 1: FDMx and convenience store sales and forecast of energy drinks and shots, at current prices, 2006-16
                                                            • Figure 2: FDMx and convenience store sales and forecast of energy drinks and shots, at inflation-adjusted prices, 2006-16
                                                          • Fan chart forecast
                                                              • Figure 3: Fan chart forecast of FDMx and convenience store sales of energy drinks and energy shots, at current prices, 2006-16
                                                            • Walmart sales
                                                            • Market Drivers—Health and Wellness Trends

                                                              • Energy drinks and shots continue to be criticized for being unsafe
                                                                • Obesity and energy drinks
                                                                  • Obesity rates steady, but still a cause for concern
                                                                    • Figure 4: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
                                                                  • Obesity rates among teens continue to rise
                                                                    • Figure 5: Prevalence of obesity among children and adolescents aged 2-19, 1976-2008
                                                                  • Energy drinks’ key consumers less sensitive to sugar, artificial ingredients
                                                                    • Figure 6: Incidence of dieting and preference for foods without artificial additives, July 2009-September 2010
                                                                  • Demographic and economic factors
                                                                    • Teen population offered little growth for 2006-11, better outlook during 2011-16
                                                                      • Figure 7: Teen population by age, 2006-16
                                                                    • Population trends favor energy shots more compared to energy drinks
                                                                      • Figure 8: U.S. population aged 18 or older, 2006-16
                                                                    • Hispanic population boom trends signal growth for the market
                                                                      • Figure 9: Population, by race and Hispanic origin, 2006-16
                                                                    • Key energy drinks consumers continue to grapple with unemployment
                                                                      • Figure 10: Unemployment status (seasonally adjusted) among civilian noninstitutional population, by age, gender, and race/Hispanic origin, July 2010-July 2011
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Other nonalcoholic beverages make energy boost claims
                                                                        • Figure 11: Number of new products with energy boost claims in nonalcoholic beverage categories other than energy drinks, January 2010-June 2011
                                                                      • But coffee continues to be the main competitor
                                                                        • Myriad energy-boosting formats continue to appear in the market
                                                                          • Caffeinated gum offers convenient energy boost
                                                                            • Supplements with caffeine/energy boost claims offer cheaper alternative to energy drinks
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Energy drinks lose market share to energy shots
                                                                                  • Sales and forecast energy drinks and shots, by segment
                                                                                    • Figure 12: FDMx and convenience store sales and forecast of energy drinks and shots, at current prices, by segment, 2006-16
                                                                                    • Figure 13: FDMx and convenience store sales of energy drinks and shots, by segment, 2010 and 2011
                                                                                • Segment Performance—Energy Drinks

                                                                                  • Key points
                                                                                    • Energy drinks continue upward growth; future outlook bright
                                                                                      • Sales and forecast of energy drinks
                                                                                        • Figure 14: FDMx and convenience store sales and forecast of energy drinks, 2006-16
                                                                                    • Segment Performance—Energy Shots

                                                                                      • Key points
                                                                                        • Segment posts stellar growth
                                                                                          • Sales and forecast of energy shots
                                                                                            • Figure 15: FDMx and convenience store sales and forecast of energy shots, 2006-16
                                                                                        • Segment Performance—Energy Drinks Mixes

                                                                                          • Key points
                                                                                            • Energy drinks mixes slide; sales likely to remain small
                                                                                              • Sales and forecast of energy drinks mixes
                                                                                                • Figure 16: FDMx sales and forecast of energy drinks mixes, 2006-16
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Convenience stores account for more than 80% of total market sales
                                                                                                  • Figure 17: U.S. FDMx and convenience store sales of energy drinks and shots, by channel, 2006-11
                                                                                                  • Figure 18: Indexed growth of FDMx and convenience store retail sales of energy drinks and energy shots, by channel, 2006-11
                                                                                                  • Figure 19: Share of FDMx and convenience store retail sales of energy drinks and shots, by channel, 2006-11
                                                                                              • Retail Channels—Supermarkets

                                                                                                • Energy drinks remain profitable for supermarkets
                                                                                                  • Energy shots offer growth opportunity for the channel
                                                                                                    • Figure 20: U.S. sales of energy drinks and shots at supermarkets, 2006-11
                                                                                                • Retail Channels—Convenience Stores

                                                                                                  • Convenience stores will continue to garner top share for energy drinks/shots
                                                                                                    • Figure 21: U.S. sales of energy drinks and shots at convenience stores, 2006-11
                                                                                                • Retail Channels—Other Channels

                                                                                                  • Energy shots can bring long-term growth for the channel
                                                                                                    • Figure 22: U.S. sales of energy drinks and shots in other FDMx channels, 2006-11
                                                                                                • Companies and Brands

                                                                                                  • Key points
                                                                                                    • Red Bull loses market share; faces stiff competition from Monster
                                                                                                      • Living Essentials uproots Rockstar from third place
                                                                                                        • Coca-Cola and PepsiCo continue to lose market share
                                                                                                          • Figure 23: FDMx energy drinks and shots sales of leading companies, 2010 and 2011
                                                                                                      • Brand Share—Energy Drinks

                                                                                                        • Key points
                                                                                                          • Red Bull continues to lead the segment; eschews flavors
                                                                                                            • Monster Energy exhibits the highest growth; continues with the innovation streak
                                                                                                              • Rockstar remains a distant third; innovates on function rather than flavor
                                                                                                                • Coca-Cola and PepsiCo fail to impress
                                                                                                                  • Figure 24: FDMx brand sales of energy drinks, 2010 and 2011
                                                                                                              • Brand Share—Energy Shots

                                                                                                                • Key points
                                                                                                                  • Living Essentials’ 5-Hour Energy rules the segment
                                                                                                                    • Red Bull pulls out of energy shot segment
                                                                                                                      • Private labels have growth opportunity in energy shots
                                                                                                                        • Figure 25: FDMx brand sales of energy shots, 2010 and 2011
                                                                                                                    • Innovations and Innovators

                                                                                                                      • Pace of innovation continues to slow in 2011
                                                                                                                        • Figure 26: Number of new energy drinks and energy shots product introductions in the U.S., 2006-11**
                                                                                                                      • Seven out of top 10 claims in energy drinks are health related
                                                                                                                        • Figure 27: Top 10 claims in new energy drinks products in the U.S., 2006-11**
                                                                                                                      • Energy shots claims
                                                                                                                        • Figure 28: Top 10 claims in new energy shots products in the U.S., 2007-11**
                                                                                                                      • New energy drinks/shots products tout healthy and natural energy boost
                                                                                                                        • Organic energy drinks and shots proliferate
                                                                                                                          • Energy drinks/shots claims beyond providing energy boost
                                                                                                                          • Marketing Strategies

                                                                                                                            • Overview
                                                                                                                              • Creating a lifestyle brand
                                                                                                                                • Testimonials from consumers
                                                                                                                                  • Engaging a “celebrity” spokesperson
                                                                                                                                    • Television ads
                                                                                                                                      • 5-Hour Energy ad focuses on functional attributes, competes with coffee
                                                                                                                                        • Figure 29: 5-Hour Energy—People wait for, make, and fuss with their morning coffee, TV ad, 2011
                                                                                                                                      • 5-Hour Energy underscores “fix the tired” in ads
                                                                                                                                        • Figure 30: 5-Hour Energy—Fix the Tired, TV ad, 2011
                                                                                                                                      • Red Bull ads feature cartoons as well as real-life athletes
                                                                                                                                        • Figure 31: Red Bull—Ryan Doyle runs through a European city, TV ad, 2011
                                                                                                                                        • Figure 32: Red Bull—Boy gets dating leads from priest, TV ad, 2011
                                                                                                                                    • The Energy Drinks Consumer—Usage, Frequency, and Brands

                                                                                                                                      • Key points
                                                                                                                                        • Energy drinks consumer base grows, primarily due to population growth
                                                                                                                                            • Figure 33: Consumption of energy drinks, by gender, age, education, households with children, and region; January 2006-December 2010
                                                                                                                                          • Energy drinks display gain in volume consumption
                                                                                                                                              • Figure 34: Average volume* consumption of energy drinks, by gender, age, education, households with children, and region; January 2006-December 2010
                                                                                                                                            • Energy shot consumption grows considerably from 2010-11
                                                                                                                                                • Figure 35: Incidence of buying energy drinks and shots for self and household, April 2011
                                                                                                                                              • Men significantly more likely than women to buy energy drinks/shots for self
                                                                                                                                                  • Figure 36: Incidence of buying energy drinks and shots for self, by gender, April 2011
                                                                                                                                                • Women are more likely than men to buy energy drinks for household
                                                                                                                                                  • Figure 37: Incidence of buying energy drinks and shots for household, by gender, April 2011
                                                                                                                                                • Red Bull continues to be on top; 5-Hour Energy grows its base
                                                                                                                                                    • Figure 38: Incidence of using energy drinks/shots brands, by age, October 2009-December 2010
                                                                                                                                                  • Monster Energy is the most consumed energy drinks brand
                                                                                                                                                      • Figure 39: Average volume consumption of energy drinks, by choice of brands, by age, October 2009-December 2010
                                                                                                                                                  • Reasons and Occasions for Drinking Energy Drinks

                                                                                                                                                    • Functional benefits remain the top reasons to drink energy drinks/shots
                                                                                                                                                      • Figure 40: Reasons for drinking energy drinks and energy shots, April 2011
                                                                                                                                                    • Impact of gender on reasons for using energy drinks and energy shots
                                                                                                                                                      • Figure 41: Reasons for drinking energy drinks, by gender, April 2011
                                                                                                                                                      • Figure 42: Reasons for drinking energy shots, by gender, April 2011
                                                                                                                                                    • Impact of age on reasons for buying energy drinks
                                                                                                                                                      • Figure 43: Reasons for drinking energy drinks, by age, April 2011
                                                                                                                                                    • Afternoon is the primary occasion to drink energy drinks/shots
                                                                                                                                                      • Figure 44: Energy drinks/shots consumption by occasion, April 2011
                                                                                                                                                    • Energy drinks consumption by occasion and age
                                                                                                                                                      • Figure 45: Energy drinks consumption by occasion, by age, April 2011
                                                                                                                                                  • Attitudes and Behavior: Packaging Size, Flavor Choices, and Product Attributes

                                                                                                                                                    • Packaging size choice among energy drinks users
                                                                                                                                                      • Figure 46: Energy drinks purchase by size of packaging, by gender, April 2011
                                                                                                                                                      • Figure 47: Energy drinks purchase by size of packaging, by age, April 2011
                                                                                                                                                    • Orange and lemon/lime are the top energy drinks flavors
                                                                                                                                                      • Figure 48: Flavor preference in energy drinks, by gender, April 2011
                                                                                                                                                    • Low price and flavor variety are the top attributes
                                                                                                                                                        • Figure 49: Importance of different product attributes when buying energy drinks, by gender, April 2011
                                                                                                                                                      • Attitudes toward energy drinks
                                                                                                                                                        • Energy drinks with no side effects to find favor among half of all drinkers
                                                                                                                                                          • Multipacks continue to be popular for value proposition
                                                                                                                                                            • Figure 50: Attitudes toward new products, ingredients, and packaging, by age, April 2011
                                                                                                                                                          • Parents pull back on buying energy drinks due to safety concerns
                                                                                                                                                            • Figure 51: Attitudes toward energy drinks’ safety, new products, and packaging, by gender, April 2011
                                                                                                                                                        • Reasons for Not Drinking Energy Drinks

                                                                                                                                                          • Most nonusers do not feel the need for energy drinks
                                                                                                                                                              • Figure 52: Reasons for not drinking energy drinks and energy shots, April 2011
                                                                                                                                                            • Nonusers aged 18-24 are more likely than the average to report “no need” for energy drinks
                                                                                                                                                              • Figure 53: Reasons for not drinking energy drinks, by age, April 2011
                                                                                                                                                              • Figure 54: Reasons for not drinking energy shots, by age, April 2011
                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                            • Hispanics continue to the biggest consumer; blacks show attrition
                                                                                                                                                              • Figure 55: Consumption of energy drinks, by race/Hispanic origin, January 2006-December 2010
                                                                                                                                                            • Energy drink volume consumption declines among the key groups
                                                                                                                                                              • Figure 56: Average volume* consumption of energy drinks, by race/Hispanic origin, January 2006-December 2010
                                                                                                                                                            • Red Bull shows top penetration among Hispanics
                                                                                                                                                              • Figure 57: Incidence of using energy drinks/shots brands, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                            • Impact of race/ethnicity on reasons for buying energy drinks
                                                                                                                                                              • Figure 58: Reasons for drinking energy drinks, by race/Hispanic origin, April 2011
                                                                                                                                                            • Occasions to drink energy drinks
                                                                                                                                                              • Figure 59: Energy drinks consumption by occasion, by race/Hispanic origin, April 2011
                                                                                                                                                            • Packaging size
                                                                                                                                                              • Figure 60: Energy drinks purchase by size of packaging, by race/Hispanic origin, April 2011
                                                                                                                                                            • Flavors
                                                                                                                                                              • Figure 61: Energy drinks purchase by flavor, by race/Hispanic origin, April 2011
                                                                                                                                                          • The Teen Consumer

                                                                                                                                                            • Teen consumer base shrinking
                                                                                                                                                              • Male teens aged 15-17 are the biggest consumer
                                                                                                                                                                • Energy drinks consumption declines among Hispanic, black, and white teens during 2008-10
                                                                                                                                                                  • Figure 62: Trends in the consumption of energy drinks among teens, by gender, age, and race/Hispanic origin, January 2006-December 2010
                                                                                                                                                                • More than one in 10 teens drinks energy shots
                                                                                                                                                                  • Figure 63: Incidence of drinking energy shots among teens, by gender and age, May 2011
                                                                                                                                                                • Teens decrease energy drinks volume consumption
                                                                                                                                                                    • Figure 64: Volume* consumption of energy drinks among teens, by gender, age, and race/Hispanic origin, January 2006-December 2010
                                                                                                                                                                  • Monster Energy is the most popular brand among teens
                                                                                                                                                                      • Figure 65: Brands of energy drinks consumed by teens, by age and gender, October 2009-December 2010
                                                                                                                                                                    • Hispanic teens have a bigger brand repertoire
                                                                                                                                                                      • Figure 66: Brands of energy drinks consumed by teens, by race/ethnicity, October 2009-December 2010
                                                                                                                                                                    • Volume consumption by brand
                                                                                                                                                                      • Figure 67: Average volume consumption of energy drinks among teens, by choice of brands, by age, October 2009-December 2010
                                                                                                                                                                  • Teens—Attitudes toward Energy Drinks

                                                                                                                                                                    • Most teens buy energy drinks with their own money
                                                                                                                                                                      • Figure 68: Incidence of buying energy drinks by parents and/or self, by gender and age, May 2011
                                                                                                                                                                    • Teens prefer 16-oz. energy drinks packaging
                                                                                                                                                                      • Figure 69: Energy drinks consumption by size of packaging among teen energy drinks users, by gender and age, May 2011
                                                                                                                                                                    • Attitudes toward energy drinks’ safety, flavors, and brands
                                                                                                                                                                      • Teens drinking fewer energy drinks due to the knowledge of harmful effects
                                                                                                                                                                        • Berry- and citrus-flavored energy drinks most popular among teens
                                                                                                                                                                          • Resealable packaging important to teens
                                                                                                                                                                            • Figure 70: Attitude toward energy drinks’ safety, flavors, brands, and packaging, by gender and age, May 2011
                                                                                                                                                                        • Custom Consumer Group

                                                                                                                                                                          • Men aged 18-34 are the key consumers in the market
                                                                                                                                                                            • Figure 71: Incidence of drinking energy drinks, by gender and age, April 2011
                                                                                                                                                                            • Figure 72: Energy drinks volume consumption, by gender and age, April 2011
                                                                                                                                                                          • Bigger packaging size plays a role in the way people use energy drinks
                                                                                                                                                                              • Figure 73: Attitude toward reasons to drink energy drinks by packaging size consumer use, April 2011
                                                                                                                                                                            • Occasion of drinking determines the reason for drinking
                                                                                                                                                                                • Figure 74: Attitude toward reasons to drink energy drinks by occasion of drinking, April 2011
                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                • Naturally Refreshing
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Energy Indifferent
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Boosted Buzzers
                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                        • Cluster characteristic tables
                                                                                                                                                                                                          • Figure 75: Energy drink clusters, April 2011
                                                                                                                                                                                                          • Figure 76: Reasons for drinking energy drinks, by energy drink clusters, April 2011
                                                                                                                                                                                                          • Figure 77: Time/occasion of drinking energy drinks, by energy drink clusters, April 2011
                                                                                                                                                                                                          • Figure 78: Attitudes toward new energy drinks products, ingredients, and packaging, by energy drink clusters, April 2011
                                                                                                                                                                                                          • Figure 79: Factors influencing the purchase of energy drinks, by energy drink clusters, April 2011
                                                                                                                                                                                                        • Cluster demographic tables
                                                                                                                                                                                                          • Figure 80: Energy drink clusters by gender, April 2011
                                                                                                                                                                                                          • Figure 81: Energy drink clusters by age, April 2011
                                                                                                                                                                                                          • Figure 82: Energy drink clusters, by household income, April 2011
                                                                                                                                                                                                          • Figure 83: Energy drink clusters, by race, April 2011
                                                                                                                                                                                                          • Figure 84: Energy drink clusters, by Hispanic origin, April 2011
                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                        • SymphonyIRI/Builders Panel Data: Key Household Purchase Measures

                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                              • Consumer insights on key purchase measures—SS energy drinks
                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                  • Figure 85: Brand map, selected brands of SS energy drinks buying rate, by household penetration, 2010*
                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                    • Figure 86: Key purchase measures for the top brands of SS energy drinks, by household penetration, 2010*
                                                                                                                                                                                                                • Appendix—Other Useful Tables

                                                                                                                                                                                                                  • Reasons and occasions for drinking energy drinks
                                                                                                                                                                                                                    • Impact of children in household on reasons for using energy drinks and energy shots
                                                                                                                                                                                                                      • Figure 87: Reasons for drinking energy drinks, by presence of children, April 2011
                                                                                                                                                                                                                      • Figure 88: Reasons for drinking energy shots, by presence of children, April 2011
                                                                                                                                                                                                                    • Occasions to drink energy drinks and energy shots
                                                                                                                                                                                                                      • Figure 89: Energy drinks consumption by occasion, by presence of children, April 2011
                                                                                                                                                                                                                      • Figure 90: Energy shots consumption by occasion, by presence of children, April 2011
                                                                                                                                                                                                                    • Attitudes and behavior: Packaging size, flavor choices, and product attributes
                                                                                                                                                                                                                      • Packaging size
                                                                                                                                                                                                                        • Figure 91: Energy drinks purchase by size of packaging, by presence of children, April 2011
                                                                                                                                                                                                                      • Flavors
                                                                                                                                                                                                                        • Figure 92: Flavor preference in energy drinks, by age, April 2011
                                                                                                                                                                                                                        • Figure 93: Flavor preference in energy drinks, by presence of children, April 2011
                                                                                                                                                                                                                      • Importance of different attributes when buying energy drinks
                                                                                                                                                                                                                        • Figure 94: Importance of different product attributes when buying energy drinks, by presence of children, April 2011
                                                                                                                                                                                                                        • Figure 95: Importance of different product attributes when buying energy drinks, by age, April 2011
                                                                                                                                                                                                                      • Importance of difference attributes when buying energy drinks
                                                                                                                                                                                                                        • Figure 96: Importance of different product attributes when buying energy drinks, by race/Hispanic origin, April 2011
                                                                                                                                                                                                                      • Attitudes toward energy drinks
                                                                                                                                                                                                                        • Figure 97: Attitudes toward new products, ingredients, and packaging, by gender, April 2011
                                                                                                                                                                                                                        • Figure 98: Attitudes toward new products, ingredients, and packaging, by race/Hispanic origin, April 2011
                                                                                                                                                                                                                      • Reasons for not drinking energy drinks
                                                                                                                                                                                                                        • Impact of gender
                                                                                                                                                                                                                          • Figure 99: Reasons for not drinking energy drinks, by gender, April 2011
                                                                                                                                                                                                                          • Figure 100: Reasons for not drinking energy shots, by gender, April 2011
                                                                                                                                                                                                                        • Reasons for not drinking energy drinks, by race/Hispanic origin
                                                                                                                                                                                                                          • Figure 101: Reasons for not drinking energy drinks, by race/Hispanic origin, April 2011
                                                                                                                                                                                                                          • Figure 102: Reasons for not drinking energy shots, by Race/Hispanic origin, April 2011
                                                                                                                                                                                                                      • Appendix: SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • American Association of Retired Persons (AARP)
                                                                                                                                                                                                                          • American Beverage Association, The
                                                                                                                                                                                                                          • Beverage Digest
                                                                                                                                                                                                                          • Bloomberg L.P.
                                                                                                                                                                                                                          • Campbell Soup Company
                                                                                                                                                                                                                          • Casey's General Stores Inc
                                                                                                                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                                                          • Fuze Beverage LLC
                                                                                                                                                                                                                          • Gatorade
                                                                                                                                                                                                                          • Hansen Natural Corporation
                                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                          • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                          • MTV Networks
                                                                                                                                                                                                                          • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                          • National Cancer Institute (NCI)
                                                                                                                                                                                                                          • National Soft Drink Association
                                                                                                                                                                                                                          • Pepsi-Cola North America
                                                                                                                                                                                                                          • Red Bull North America, Inc.
                                                                                                                                                                                                                          • Rockstar Inc.
                                                                                                                                                                                                                          • Slim-Fast Foods Company
                                                                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                                                                          • US Department of Commerce
                                                                                                                                                                                                                          • USA Today
                                                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                                                          Energy Drinks and Energy Shots - US - August 2011

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