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Energy Drinks and Energy Shots - US - July 2009

The energy drinks market emerged in 1997 in the U.S. with the introduction of Red Bull and is still a relatively immature market. However, following years of impressive growth, energy drinks sales slowed in 2008 amid the economic recession and growing consumer concerns about their safety. Despite the introduction of hundreds of new products in 2008, energy drinks sales grew only 8.5%. The emerging energy shot segment performed strongly in 2008, but it is too early to determine how much energy shots will cannibalize sales of energy drinks.

This report discusses how consumer trends, the lagging economy and product innovation are shaping the energy drinks market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:

  • The size of the energy drinks market and growth forecast through 2014
  • How the current economic recession is impacting the energy drinks market and how brands are reacting
  • How consumer concerns about the potential dangers of energy drinks are affecting usage, and what manufacturers can do to allay their fears
  • A spotlight on brands that have carved out distinct brand identities that have helped them succeed in an increasingly crowded category
  • How industry consolidation will impact the market
  • The hottest trends in the energy drinks market
  • Which consumer groups offer the greatest potential for expanding energy drinks usage
  • The top two usage barriers keeping consumers out of the category—and what marketers can do to break them down

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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
                    • Terms
                    • Executive Summary

                      • Energy drinks market topped $4.6 billion in 2009
                        • Energy drinks drove growth since 2004, but energy shots are poised for growth in 2009
                          • Market consolidates under Red Bull, Coca-Cola and PepsiCo
                            • Convenience stores account for majority of sales
                              • Record level of new products introduced in 2008
                                • User base continues to expand
                                  • Consumer attitudes and motivations
                                  • Insights and Opportunities

                                    • Energy drinks must broaden appeal to grow consumer base
                                      • Lower-price options would attract price-sensitive consumers
                                        • Figure 1: Everyday retail prices for select energy drink brands, June 2009
                                      • Need to dispel health and safety concerns
                                      • Inspire Trends

                                          • Consistency
                                            • What’s it about?
                                              • What we have seen
                                                • Implications
                                                  • Slow it all down: a trend favoring anti-energy drinks
                                                    • What’s it about?
                                                      • What we have seen
                                                        • Implications
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • New users and product innovation driving growth; however, the recession inhibits growth in 2008
                                                                • Figure 2: FDMx and c-store sales* and forecast of energy drinks, at current prices, 2004-14
                                                                • Figure 3: FDMx and c-store sales* and forecast of energy drinks, at inflation-adjusted prices, 2004-14
                                                              • Walmart sales
                                                              • Competitive Context

                                                                • Premium-priced energy drinks hit hard by recession
                                                                  • Figure 4: FDMx prices for select non-alcoholic beverages, 2008
                                                                • Manufacturers are scrambling to deliver value
                                                                  • Figure 5: Everyday retail prices for select energy drink brands, June 2009
                                                                • Other beverages seek to steal energy drinks’ mojo
                                                                  • Big players snapping up brands to gain market share
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Energy drinks are largest segment, but energy shots may be cannibalizing sales
                                                                        • Figure 6: FDMx sales and forecast of energy drinks and energy shots, at current prices, by segment, 2004-14
                                                                      • Energy shots will take away market share from energy drinks
                                                                        • Figure 7: FDMx sales of energy drinks and energy shots, by type, 2007 and 2009
                                                                    • Segment Performance—Energy Drinks (Non-aseptic)

                                                                      • Key points
                                                                        • Rapid growth driven by expanding user base and new products
                                                                          • Sales slow in 2008 amid troubled economy and safety concerns
                                                                            • Sales and forecast—non-aseptic energy drinks
                                                                              • Figure 8: FDMx sales and forecast of non-aseptic energy drinks, 2004-14
                                                                          • Segment Performance—Energy Shots

                                                                            • Key points
                                                                              • Energy shots are poised for growth
                                                                                • Sales and forecast—energy shots
                                                                                  • Figure 9: FDMx sales and forecast of energy shots, 2004-14
                                                                              • Segment Performance—Energy Drink Mixes

                                                                                • Key points
                                                                                  • New products driving growth
                                                                                    • Mixes offer consumers value and convenience
                                                                                      • Sales and forecast—non-aseptic energy drinks
                                                                                        • Figure 10: FDMx sales and forecast of energy drinks mixes, 2004-14
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Consumers shop for energy drinks in a variety of channels
                                                                                          • Figure 11: Location of purchase of energy drinks and energy shots, April 2009
                                                                                        • Convenience stores dominate sales
                                                                                          • Figure 12: FDMx and c-store sales of energy drinks, by retail channel, 2006 and 2008
                                                                                      • Retail Channels—Supermarkets

                                                                                        • Key points
                                                                                          • Increased shelf space translates to sales growth
                                                                                            • Supermarkets are slow to capitalize on rising popularity of energy shots
                                                                                              • Supermarket sales
                                                                                                • Figure 13: U.S. sales of energy drinks at supermarkets, 2004-08
                                                                                                • Figure 14: U.S. sales of energy shots at supermarkets, 2004-08
                                                                                            • Retail Channels—Convenience Stores

                                                                                              • Key points
                                                                                                • Energy drinks among fastest-growing categories in c-stores
                                                                                                  • C-stores serve as a launch pad for new brands
                                                                                                    • Energy shots may cannibalize energy drinks sales in c-stores
                                                                                                      • Convenience store sales
                                                                                                        • Figure 15: U.S. sales of energy drinks at convenience stores, 2004-08
                                                                                                    • Retail Channels—Drug and Other

                                                                                                      • Key point
                                                                                                        • Drug stores: Set to experience growth through energy shots
                                                                                                          • Figure 16: New soda product introductions, energy drinks and carbonated soft drinks, by retail channel, January 2004-June 2009
                                                                                                        • Drug and other sales
                                                                                                          • Figure 17: U.S. sales of energy drinks at drug and other, 2004-08
                                                                                                          • Figure 18: U.S. sales of energy shots at drug and other, 2004-08
                                                                                                      • Retail Channels—Natural Stores

                                                                                                          • Sales of energy drinks in the natural channel
                                                                                                              • Figure 19: Natural product supermarket retail sales of energy drinks, at current prices, 2007-09*
                                                                                                              • Figure 20: Natural product supermarket retail sales of energy drinks, at inflation-adjusted prices, 2007-09*
                                                                                                            • Brand sales through the natural channel
                                                                                                                • Figure 21: Manufacturer and brand sales* of energy drinks at natural supermarket, 2007 and 2009
                                                                                                              • Natural channel sales of energy drinks by organic
                                                                                                                • Figure 22: Natural product supermarket retail sales* of energy drinks, by organic/non-organic, 2007 and 2009
                                                                                                            • Market Drivers

                                                                                                              • Teens and young adults remain core users, but usage among older consumers is on the rise
                                                                                                                • Figure 23: Personal incidence of drinking energy drinks among teens, and adults, by age, 2003-08
                                                                                                                • Figure 24: U.S. population of teens aged 12-17, 2004-14
                                                                                                                • Figure 25: Population aged 18 or older, by age, 2004-14
                                                                                                              • Hispanics and blacks will be key to growth
                                                                                                                • Figure 26: Trends in individual consumption of energy drinks, by race/Hispanic origin, 2003-08
                                                                                                                • Figure 27: Population by race and Hispanic origin, 2004-14
                                                                                                              • Sugar is the new enemy in Americans’ battle against obesity
                                                                                                                • Figure 28: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2006
                                                                                                                • Figure 29: Attitude towards health, 2004 and 2009
                                                                                                              • High caffeine content scares off some consumers
                                                                                                                • Safety concerns threaten sales
                                                                                                                  • Health risk increase when energy drinks are mixed with alcohol
                                                                                                                    • Figure 30: Reasons for drinking energy drinks and energy shots, by age, May 2009
                                                                                                                    • Figure 31: Beer and spirits consumption in the past 12 months among all adults and energy drinks users, February 2008-March 2009
                                                                                                                • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • Market consolidates under the “big three”— Red Bull, Coca-Cola and PepsiCo
                                                                                                                        • Figure 32: FDMx sales of leading energy drinks and energy shots companies, 2008 and 2009
                                                                                                                    • Brand Share—Energy Drinks (Non-aseptic)

                                                                                                                      • Key points
                                                                                                                        • Monster takes a big bite out of Red Bull sales
                                                                                                                          • Figure 33: Incidence of drinking Red Bull among adults and teens, 2003 and 2008
                                                                                                                        • New varieties AMP up sales
                                                                                                                          • New product launches fuel growth of “other” brands
                                                                                                                            • Manufacturer and brand sales—non-aseptic energy drinks
                                                                                                                              • Figure 34: FDMx brand sales of non-aseptic energy drinks in the U.S., 2008 and 2009
                                                                                                                          • Brand Share—Energy Shots

                                                                                                                            • Key points
                                                                                                                              • Dozens of new energy shot brands are taking shots at 5-Hour Energy
                                                                                                                                • Manufacturer and brand sales—energy shots
                                                                                                                                  • Figure 35: FDMx brand sales of energy shots in the U.S., 2008 and 2009
                                                                                                                              • Brand Qualities

                                                                                                                                  • Monster Energy
                                                                                                                                    • AMP Energy
                                                                                                                                    • Innovation and Innovators

                                                                                                                                      • Key points
                                                                                                                                        • Pace of product introduction peaked in 2008
                                                                                                                                          • Figure 36: Number of new energy drink and shot introductions in the U.S., 2004-09
                                                                                                                                        • Top ten claims for new energy drinks and shots, 2007-09
                                                                                                                                          • Figure 37: Top ten claims for new energy drinks/shots, 2007-09
                                                                                                                                        • Better-for-you energy drinks
                                                                                                                                          • Sharing in tea’s success
                                                                                                                                            • Energy drinks that really hydrate
                                                                                                                                              • Coffee, juice, even chocolate hybrids
                                                                                                                                                • Energy drinks that work for you
                                                                                                                                                  • Anti-energy drinks
                                                                                                                                                    • Monster introduces resealable can
                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                      • Overview
                                                                                                                                                        • Red Bull gives you wiiings
                                                                                                                                                          • Figure 38: Red Bull television ad, 2009
                                                                                                                                                          • Figure 39: Red Bull television ad, 2009
                                                                                                                                                        • Go Full Throttle or go home
                                                                                                                                                          • Figure 40: Full Throttle television ad, 2009
                                                                                                                                                        • Party like a Rockstar
                                                                                                                                                          • Figure 41: Rockstar television ad, 2009
                                                                                                                                                        • SoBe No Fear
                                                                                                                                                          • Figure 42: No Fear television ad, 2009
                                                                                                                                                        • Evo offers “positive” energy
                                                                                                                                                          • Figure 43: Evo television ad, 2009
                                                                                                                                                      • Energy Drinks Usage, Frequency and Brands—Adults

                                                                                                                                                        • Key points
                                                                                                                                                          • Trended energy drinks usage
                                                                                                                                                            • Figure 44: Consumption of energy drinks, by gender, age, race/Hispanic origin, education, households with children, and region, 2003-08
                                                                                                                                                          • Energy drink frequency of use
                                                                                                                                                            • Figure 45: Average volume* consumption of energy drinks, by gender, age, race/Hispanic origin, education, households with children, and region, 2003-08
                                                                                                                                                          • Energy shots usage
                                                                                                                                                            • Figure 46: Consumption of energy drinks and energy shots, by age, April 2009
                                                                                                                                                          • Popularity of brands by age
                                                                                                                                                            • Figure 47: Consumption of energy drinks, by choice of brands, by age, October 2007-December 2008
                                                                                                                                                        • The Teen Consumer: Usage, Frequency and Brands

                                                                                                                                                          • Key points
                                                                                                                                                            • Trended energy drinks usage—teens
                                                                                                                                                                • Figure 48: Consumption of energy drinks among teens, by gender, age, and race/Hispanic origin, 2003-08
                                                                                                                                                              • Energy drinks usage frequency—teens
                                                                                                                                                                • Figure 49: Volume* consumption of energy drinks among teens, by gender, age, and race/Hispanic origin, 2005 and 2008
                                                                                                                                                              • Energy shots usage among teens
                                                                                                                                                                  • Figure 50: Personal incidence of drinking energy drinks and energy shots, teens vs. adults, April 2009
                                                                                                                                                                • Brand popularity—teens
                                                                                                                                                                    • Figure 51: Consumption of energy drinks among teens, by brand, by age and gender, October 2007-December 2008
                                                                                                                                                                • Teen Attitudes, Behavior and Motivations

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Figure 52: Teen attitude, behavior, and motivation toward energy drinks, April 2009
                                                                                                                                                                • Adult Attitudes, Behavior and Motivation

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Reasons for using
                                                                                                                                                                      • Reasons for using energy drinks and energy shots
                                                                                                                                                                        • Figure 53: Reasons for drinking energy drinks and energy shots, April 2009
                                                                                                                                                                      • Impact of gender on reasons for using energy drinks
                                                                                                                                                                        • Figure 54: Reasons for drinking energy drinks, by gender, April 2009
                                                                                                                                                                      • Reasons for using energy drinks by age
                                                                                                                                                                        • Figure 55: Reasons for drinking energy drinks, by age, April 2009
                                                                                                                                                                      • Ingredients most valued
                                                                                                                                                                        • Drinks vs. shots
                                                                                                                                                                          • Figure 56: Most valued ingredient in energy drinks and energy shots, April 2009
                                                                                                                                                                        • Ingredients consumers value most by age
                                                                                                                                                                          • Figure 57: Most valued ingredient in energy drinks, by age, April 2009
                                                                                                                                                                        • Drinking occasions
                                                                                                                                                                          • Drinks vs. shots
                                                                                                                                                                            • Figure 58: Occasions to drink energy drinks and energy shots and usage with food, April 2009
                                                                                                                                                                          • Usage occasions by age
                                                                                                                                                                            • Figure 59: Occasions to drink energy drinks and usage with food, by age, April 2009
                                                                                                                                                                          • Opinions about energy drinks
                                                                                                                                                                            • Figure 60: Attitude and behavior toward using energy drinks, by gender, April 2009
                                                                                                                                                                        • Usage Barriers

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Usage barriers
                                                                                                                                                                              • Figure 61: Reasons for not drinking energy drinks and energy shots, April 2009
                                                                                                                                                                          • The Impact of Race and Hispanic Origin

                                                                                                                                                                            • Brand usage
                                                                                                                                                                              • Figure 62: Consumption of energy drinks, by brand, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                            • Reasons for using energy drinks
                                                                                                                                                                              • Figure 63: Reasons for drinking energy drinks, by Hispanic origin, April 2009
                                                                                                                                                                            • Usage occasions
                                                                                                                                                                              • Figure 64: Occasions to drink energy drinks and usage with food, by Hispanic origin, April 2009
                                                                                                                                                                            • Attitudes and behavior
                                                                                                                                                                              • Figure 65: Attitude and behavior toward using energy drinks, by race/Hispanic origin, April 2009
                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                              • Boosters
                                                                                                                                                                                • Who they are
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Wakers
                                                                                                                                                                                      • Who they are
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Energizers
                                                                                                                                                                                            • Who they are
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                  • Figure 66: Energy drink clusters, April 2009
                                                                                                                                                                                                  • Figure 67: Personal incidence of drinking energy shots, by energy drink clusters, April 2009
                                                                                                                                                                                                  • Figure 68: Reasons for drinking energy drinks, by energy drink clusters, April 2009
                                                                                                                                                                                                  • Figure 69: Occasions to drink energy drinks and usage with food, by energy drink clusters, April 2009
                                                                                                                                                                                                  • Figure 70: Most valued ingredient in energy drinks, by energy drink clusters, April 2009
                                                                                                                                                                                                  • Figure 71: Attitude and behavior toward using energy drinks, by energy drink clusters, April 2009
                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                  • Figure 72: Energy drink clusters, by gender, April 2009
                                                                                                                                                                                                  • Figure 73: Energy drink clusters, by age, April 2009
                                                                                                                                                                                                  • Figure 74: Energy drink clusters, by income group, April 2009
                                                                                                                                                                                                  • Figure 75: Energy drink clusters, by Hispanic origin, April 2009
                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                                                  • Blue-collar workers are prime target, ongoing recession may thwart sales
                                                                                                                                                                                                      • Figure 76: Incidence, frequency and usage, by brands of energy drinks usage among blue-collar workers, October 2007-December 2008
                                                                                                                                                                                                    • “Struggling societies” exhibit above-average consumption
                                                                                                                                                                                                        • Figure 77: Incidence, frequency and usage, by brands of energy drinks usage among struggling societies, October 2007-December 2008
                                                                                                                                                                                                      • Among the wealthy, “new suburbia families” are key consumers
                                                                                                                                                                                                          • Figure 78: Incidence, frequency and usage, by brands of energy drinks usage among suburbia families, October 2007-December 2008
                                                                                                                                                                                                        • Hispanics are core consumers, consumption frequency and brand preference vary by lifestyle
                                                                                                                                                                                                            • Figure 79: Incidence, frequency and usage, by brands of energy drinks usage among Nuevo Hispanic families, aspiring Hispanics, and Latino Nuevo, October 2007-December 2008
                                                                                                                                                                                                        • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                            • Overview of energy drinks
                                                                                                                                                                                                              • SS energy drinks (non-aseptic)
                                                                                                                                                                                                                • Consumer insights on key purchase measures—SS energy drinks (non-aseptic)
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 80: Brand map, selected brands of SS energy drinks (non-aseptic), buying rate by household penetration, 2008*
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 81: Key purchase measures for the top brands of SS energy drinks (non-aseptic), by household penetration, 2008*
                                                                                                                                                                                                                  • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                        • Figure 82: Consumption of energy drinks, by choice of brands, by gender, October 2007-December 2008
                                                                                                                                                                                                                        • Figure 83: Consumption of energy drinks, by choice of brands, by region, October 2007-December 2008
                                                                                                                                                                                                                      • Ingredients most valued, by gender
                                                                                                                                                                                                                        • Figure 84: Most valued ingredient in energy drinks, by gender, April 2009
                                                                                                                                                                                                                      • Women are less likely than men to use energy drinks with food
                                                                                                                                                                                                                        • Figure 85: Occasions to drink energy drinks and usage with food, by gender, April 2009
                                                                                                                                                                                                                      • Consumers in the key consumer age group are most likely to deem energy drinks unsafe
                                                                                                                                                                                                                        • Figure 86: Reasons for not drinking energy drinks, by age, April 2009
                                                                                                                                                                                                                        • Figure 87: Reasons for not drinking energy shots, by age, April 2009
                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                        • Beverage Industry

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        • Albertsons Inc.
                                                                                                                                                                                                                        • Amazon North America
                                                                                                                                                                                                                        • American Beverage Association, The
                                                                                                                                                                                                                        • Anheuser-Busch Companies Inc
                                                                                                                                                                                                                        • Beverage Digest
                                                                                                                                                                                                                        • BJ's Wholesale Club, Inc
                                                                                                                                                                                                                        • Centers for Disease Control and Prevention
                                                                                                                                                                                                                        • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                        • Costco Wholesale Corporation
                                                                                                                                                                                                                        • Cott Beverages
                                                                                                                                                                                                                        • Ferolito, Vultaggio & Sons
                                                                                                                                                                                                                        • Food and Drug Administration
                                                                                                                                                                                                                        • Gatorade
                                                                                                                                                                                                                        • Greenfield Online
                                                                                                                                                                                                                        • Hansen Natural Corporation
                                                                                                                                                                                                                        • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                        • Kmart Corporation
                                                                                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                        • MillerCoors LLC
                                                                                                                                                                                                                        • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                        • National Soft Drink Association
                                                                                                                                                                                                                        • Ocean Spray Cranberries, Inc
                                                                                                                                                                                                                        • Pepsi-Cola North America
                                                                                                                                                                                                                        • Red Bull North America, Inc.
                                                                                                                                                                                                                        • Rockstar Inc.
                                                                                                                                                                                                                        • SAM's Club
                                                                                                                                                                                                                        • Slim-Fast Foods Company
                                                                                                                                                                                                                        • Starbucks Corporation
                                                                                                                                                                                                                        • Target Corporation
                                                                                                                                                                                                                        • Trader Joe's Company Inc
                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                                                                                        • USA Today
                                                                                                                                                                                                                        • Walgreen Co
                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                        • Whole Foods Market Inc

                                                                                                                                                                                                                        Energy Drinks and Energy Shots - US - July 2009

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