Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Energy Drinks and Energy Shots - US - June 2012

In 2011, Mintel estimates energy drinks and energy shots market sales at $8.1 billion, which represented a dollar sales growth of 16% over 2010. The market has regained its growth after experiencing a dip in 2009, which could be attributed to the influence of the recession. As of June 2012, some of the key energy drinks consumers—blacks, Hispanics, and teens— continue to experience higher than average unemployment conditions, which suggests that the market should experience further growth by recapturing those still unemployed consumers once the employment situation improves. Mintel projects the market to attain 92% growth during 2011-16 on the strength of a steady stream of innovations from the top energy drinks/shots manufacturers and the relatively young status of the category itself, especially energy shots, compared to other non-alcoholic beverages.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                        • The market
                          • Energy drinks/shots market poised for growth
                            • Figure 1: U.S. sales of energy drinks and energy shots, 2006-16
                          • Forecast
                            • Figure 2: Fan chart forecast for energy drinks and energy shots, at best-, worst-, and central-case scenarios, 2006-16
                          • Market factors
                            • Unemployment rate among the key demographic groups improves, but still high
                              • Figure 3: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, May 2011-May 2012
                            • Asians, blacks, and Hispanics offer growth opportunities through favorable population projections
                              • Figure 4: Rate of change in the U.S. population, by blacks/Asians/Hispanic origin, 2006-16
                            • Companies, brands, and innovation
                              • Red Bull maintains its top position in energy drinks
                                • Figure 5: FDMx manufacturers sales of energy drinks, 2012*
                              • Living Essentials’ 5-hour Energy rules the energy shots segment
                                • Figure 6: FDMx manufacturers sales of energy shots, 2012*
                              • New product introductions rebound in 2011
                                • Figure 7: New energy drinks and energy shots products count, 2006-11
                              • The consumer
                                • Energy drinks’ adult consumer base grows in 2011, albeit slowly
                                  • Figure 8: Trends in the incidence of personal consumption of energy drinks, 2005-10/11
                                • Teen consumer base shrinks in 2011
                                  • Figure 9: Trends in the incidence of teen personal consumption of energy drinks, 2007-10/11
                                • Cold vault is the best-selling retail space for energy drinks
                                  • Figure 10: Degree of influence of various factors in energy drinks purchase decision, April 2012
                                • Early morning, morning, and afternoon are the key occasions to consume energy drinks
                                  • Figure 11: Energy drinks consumption frequency, by occasion, April 2012
                                • Most energy drinks nonusers are not interested in the product; beverage not deemed safe
                                  • Figure 12: Reasons for not drinking energy drinks and energy shots, by age, April 2012
                                • What we think
                                • Issues in the Market

                                    • Can the energy drinks market grow its consumer base?
                                      • Do adults aged 55+ prefer energy shots to energy drinks?
                                        • How do safety concerns about the amount of caffeine in energy drinks/ shots influence the market?
                                          • Does innovation help drive growth in the market?
                                          • Insights and Opportunities

                                            • Energy drinks makers do not exclusively own energy; move beyond energy boost claim
                                              • Offer visual marking on packaging to avoid caffeine abuse
                                              • Inspire Insights

                                                  • Trend: Extend My Brand
                                                    • Trend: Perfecting the Detail
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Energy drinks/shots market poised for growth
                                                          • Sales and forecast of energy drinks and energy shots
                                                            • Figure 13: Total U.S. retail sales and forecast of energy drinks and energy shots, at current prices, 2006-16
                                                            • Figure 14: Total U.S. retail sales and forecast of energy drinks and energy shots, at inflation-adjusted prices, 2006-16
                                                          • Fan chart forecast
                                                              • Figure 15: Fan chart forecast for energy drinks and energy shots, at best-, worst-, and central-case scenarios, 2006-16
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Key points
                                                                • Research studies find energy drinks and energy shots risky for children
                                                                  • Unemployment rate among the key demographic groups improves, but still high
                                                                    • Figure 16: Percentages of unemployed adults aged 16+, 2002-12
                                                                    • Figure 17: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, May 2011-May 2012
                                                                  • Adults aged 18-34 are the key consumers, but population trends indicate little growth
                                                                    • Figure 18: Population 18+, by age, 2006-16
                                                                  • Teen population projections offer growth
                                                                    • Figure 19: teens population, 2006-16
                                                                  • Hispanics and blacks offer growth opportunities
                                                                    • Figure 20: Population, by race and Hispanic origin, 2006-16
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Coffee continues to be the biggest competition for energy drinks/energy shots
                                                                      • Figure 21: Reasons for drinking energy drinks and energy shots, April 2011
                                                                      • Figure 22: Personal incidence of drinking coffee, by age, June 2011
                                                                    • Non-alcoholic beverages other than coffee also pose competition for energy drinks
                                                                      • Growing repertoire of energy-boosting alternatives
                                                                          • Figure 23: Personal incidence of using vitamins/mineral tablets, capsules, or liquids (non-prescription), by gender and age, April 2010 - June 2011
                                                                        • Growing popularity of relaxation drinks and shots
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Figure 24: U.S. sales of energy drinks and energy shots, by segment, 2006-16
                                                                            • Figure 25: U.S. sales of energy drinks and energy shots, by segment, 2009-11
                                                                        • Segment Performance—Energy Drinks (Non-aseptic)

                                                                          • Key points
                                                                            • Energy drinks continue to offer growth potential
                                                                              • Natural energy drinks—fad or growth-driving opportunity?
                                                                                • Total sales of energy drinks (non-aseptic)
                                                                                  • Figure 26: U.S. sales of energy drinks (non-aseptic), 2006-16
                                                                              • Segment Performance—Energy Shots

                                                                                • Key points
                                                                                  • Energy shots’ growth slows down; one brand controls the segment’s fate
                                                                                    • Figure 27: 5-hour Energy consumed in the past 30 days, by race/Hispanic origin, 2009 and 2011
                                                                                  • Total sales of energy shots
                                                                                    • Figure 28: U.S. sales of energy shots, 2006-16
                                                                                • Segment Performance—Energy Drinks Mixes

                                                                                  • Key points
                                                                                    • Energy drinks mixes offer growth potential on the strength of innovation
                                                                                      • Total sales of energy drinks mixes
                                                                                        • Figure 29: U.S. sales of energy drinks mixes, 2006-16
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Convenience stores continue to be the top channel
                                                                                          • Supermarkets grow sales, increased focus on single-serve selection
                                                                                            • Figure 30: U.S. sales of energy drinks and energy shots, by retail channel, 2009 and 2011
                                                                                        • Leading Companies

                                                                                          • Key points
                                                                                            • Figure 31: FDMx sales of energy drinks and energy shots, by leading manufacturers, 2011 and 2012
                                                                                        • Brand Share—Energy Drinks (Non-aseptic)

                                                                                          • Key points
                                                                                            • Red Bull exhibits impressive growth; introduces Total Zero
                                                                                              • Hansen’s Monster continues to churn out successful line extensions
                                                                                                • Rockstar Recovery makes an impact; 2X exhibits growth potential
                                                                                                  • Coca-Cola and PepsiCo unable to make an impact
                                                                                                    • Figure 32: FDMx sales of leading energy drinks (non-aseptic) brands, 2011 and 2012
                                                                                                • Brand Share—Energy Shots

                                                                                                  • Key points
                                                                                                    • Living Essentials maintains its top position
                                                                                                      • Private label shots proliferate
                                                                                                        • Strong backing behind upcoming brands
                                                                                                          • Figure 33: FDMx sales of leading energy shots brands, 2011 and 2012
                                                                                                      • Innovations and Innovators

                                                                                                        • Key points
                                                                                                          • New product count rebounds in 2011
                                                                                                            • Figure 34: New energy drinks and energy shots products count, 2006-12
                                                                                                          • Functional benefits—the top claim in 2012
                                                                                                            • Figure 35: Top 10 claims in new energy drinks and energy shots products, 2008-12
                                                                                                          • Private label energy shots proliferate
                                                                                                            • Energy drinks adopt the “Zero” moniker; 10 calorie becomes popular
                                                                                                              • Natural energy drinks products continue to appear
                                                                                                                • Tea-influenced energy drinks on the rise
                                                                                                                  • Coconut water makes appearance in energy drinks
                                                                                                                    • Differentiation through packaging
                                                                                                                    • Marketing Strategies

                                                                                                                      • Introduction
                                                                                                                        • Television ads
                                                                                                                          • FRS Healthy Energy impresses through “motivational” tone
                                                                                                                            • Figure 36: FRS TV ad, “Tim Tebow,” 2011-12
                                                                                                                          • Red Bull energizes
                                                                                                                            • Figure 37: Red Bull TV ad, “Make It Happen,” 2012
                                                                                                                          • Rockstar and Monster—extreme sports-based ads
                                                                                                                            • Figure 38: Rockstar TV ad, “Water Ride,” 2011-12
                                                                                                                          • Monster Energy
                                                                                                                            • Figure 39: Monster Energy TV ad, “See It All Live,” 2011-12
                                                                                                                        • The Energy Drinks Consumer—Usage, Frequency, and Brands

                                                                                                                          • Key points
                                                                                                                            • Energy drinks consumer base grows in 2011
                                                                                                                              • Figure 40: Trends in the incidence of personal consumption of energy drinks, 2005-2010/11
                                                                                                                            • Volume consumption picks up in 2011
                                                                                                                              • Figure 41: Trends in the mean frequency of drinking energy drinks, 2005-2010/11
                                                                                                                            • Men continue to be the primary consumer in the market
                                                                                                                                • Figure 42: Personal consumption of energy drinks, by gender, October 2010-November 2011
                                                                                                                              • Adults aged 18-34 are the key consumers
                                                                                                                                  • Figure 43: Personal consumption of energy drinks, by age, October 2010-November 2011
                                                                                                                                • Adults with children in household exhibit higher-than-average consumption
                                                                                                                                  • Figure 44: Personal consumption of energy drinks, by presence of children, October 2010-November 2011
                                                                                                                                • Red Bull consumer base continues to shrink
                                                                                                                                    • Figure 45: Energy drinks brands consumed in the last 30 days, by age, October 2010-November 2011
                                                                                                                                    • Figure 46: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by age, April 2012
                                                                                                                                • Factors Influencing Energy Drinks Purchase Decision

                                                                                                                                  • Price is the most important attribute in purchasing energy drinks
                                                                                                                                    • Cold vault is the best-selling retail space for energy drinks
                                                                                                                                      • Packaging size and flavor variety important to energy drinks buyers/drinkers
                                                                                                                                        • Brand trust is important
                                                                                                                                          • Long-lasting energy boost and all-natural ingredients important factors
                                                                                                                                            • Smartphone and social media marketing can be effective in this market
                                                                                                                                              • Figure 47: Degree of influence of various factors in energy drinks purchase decision, April 2012
                                                                                                                                              • Figure 48: Degree of influence of various factors in energy drinks purchase decision, by age, April 2012
                                                                                                                                          • Energy Drinks Consumption by Occasion and Location

                                                                                                                                            • Early morning, morning, and afternoon are the key occasions to consume energy drinks
                                                                                                                                              • Figure 49: Energy drinks consumption frequency, by occasion, April 2012
                                                                                                                                            • Rockstar and Monster more frequently consumed brands compared to Red Bull
                                                                                                                                              • Figure 50: Energy drinks consumption frequency, by occasion, by incidence of personally drinking or buying energy drinks for someone in the household, by brand, April 2012
                                                                                                                                            • Energy drinks more likely to be consumed at work
                                                                                                                                              • Figure 51: Energy drinks consumption frequency, by location, April 2012
                                                                                                                                          • Reasons for not drinking energy drinks

                                                                                                                                            • Most energy drinks nonusers are not interested in the product
                                                                                                                                              • Safety/health/taste concerns and prices keep many from embracing energy drinks
                                                                                                                                                • Energy drinks compete with other non-alcoholic beverages
                                                                                                                                                  • Figure 52: Reasons for not drinking energy drinks, by gender, April 2012
                                                                                                                                                  • Figure 53: Reasons for not drinking energy drinks, by age, April 2012
                                                                                                                                                • Most non-users are not interested in trying energy shots; find them unsafe, expensive
                                                                                                                                                  • Figure 54: Reasons for not drinking energy shots, by gender, April 2012
                                                                                                                                                  • Figure 55: Reasons for not drinking energy shots, by age, April 2012
                                                                                                                                              • Change in Energy Drinks Consumption

                                                                                                                                                • One quarter of all energy drinks users drinking more energy drinks compared to two years ago
                                                                                                                                                  • Figure 56: Change in the incidence of drinking energy drinks in the past two years, by age, April 2012
                                                                                                                                                  • Figure 57: Change in the incidence of drinking energy drinks in the past two years, by presence of children in household, April 2012
                                                                                                                                                • Reasons for drinking more energy drinks than before
                                                                                                                                                  • Figure 58: Reasons for drinking more energy drinks compared to two years ago, April 2012
                                                                                                                                                • Reasons for drinking less energy drinks than before
                                                                                                                                                  • Figure 59: Reasons for drinking less energy drinks than two years ago, April 2012
                                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                                • Key points
                                                                                                                                                  • Asians show the highest incidence of drinking energy drinks; blacks are the heaviest consumers
                                                                                                                                                    • Figure 60: Personal consumption of energy drinks, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                  • Red Bull a favorite among most racial/ethnic groups
                                                                                                                                                    • Figure 61: Brand drank in the last 30 days, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                  • Blacks and Hispanics more interested in flavors, multipacks, and in-store promotions
                                                                                                                                                    • Figure 62: Degree of influence of various factors in energy drinks purchase decision, by race/Hispanic origin, April 2012
                                                                                                                                                  • Hispanics more concerned than the average about the safety of energy drinks/shots
                                                                                                                                                    • Figure 63: Reasons for not drinking energy drinks, by race/Hispanic origin, April 2012
                                                                                                                                                    • Figure 64: Reasons for not drinking energy shots, by race/Hispanic origin, April 2012
                                                                                                                                                  • Hispanic energy drinks users increase energy drinks consumption
                                                                                                                                                    • Figure 65: Change in the incidence of drinking energy drinks in the past two years, by race/Hispanic origin, April 2012
                                                                                                                                                • The Teen Consumer—Usage, Volume, and Brands

                                                                                                                                                  • Key points
                                                                                                                                                    • Teen consumer base shrinks
                                                                                                                                                      • Figure 66: Trends in the incidence of teen personal consumption of energy drinks, 2007-2010/11
                                                                                                                                                    • Energy drinks volume consumption on decline among teens
                                                                                                                                                      • Figure 67: Trends in the mean frequency of drinking energy drinks among teens, 2007-2010/11
                                                                                                                                                    • Teen boys move away from energy drinks
                                                                                                                                                        • Figure 68: Personal consumption of energy drinks among teens, by gender, October 2010-November 2011
                                                                                                                                                      • Teens fuel the Monster growth
                                                                                                                                                          • Figure 69: Energy drinks consumption among teens, by brands, by gender and age, October 2010-November 2011
                                                                                                                                                      • Custom Consumer Group

                                                                                                                                                        • Men aged 18-34 are the key consumer
                                                                                                                                                          • Figure 70: Personal consumption of energy drinks, by gender and age, October 2010-November 2011
                                                                                                                                                        • Energy drinks consumers are more likely to personally drink Red Bull than buy for someone else
                                                                                                                                                          • Figure 71: Incidence of personally drinking or buying energy drinks for someone in the household, by brand, April 2012
                                                                                                                                                        • Experian Simmons custom consumer segmentation findings
                                                                                                                                                          • Food lifestyle segment
                                                                                                                                                            • Variety on a Budget and Weekend Cooks are the key consumers
                                                                                                                                                                • Figure 72: Energy drinks consumption, by food lifestyle segmentation, October 2010-November 2011
                                                                                                                                                              • Retail shopping segment
                                                                                                                                                                • Mall Maniacs like to try new things, create connection with brands
                                                                                                                                                                  • Figure 73: Energy drinks consumption, by retail shopping segmentation, October 2010-November 2011
                                                                                                                                                                • Mobile user segmentation
                                                                                                                                                                  • Mobirati are the key consumers
                                                                                                                                                                    • Figure 74: Energy drinks consumption, by retail shopping segmentation, October 2010-November 2011
                                                                                                                                                                • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                    • Overview of energy drinks
                                                                                                                                                                      • SS energy drinks (non-aseptic)—consumer insights on key purchase measures
                                                                                                                                                                        • Brand map
                                                                                                                                                                          • Figure 75: Brand map, selected brands of SS energy drinks (non-aseptic) buying rate, by household penetration, 2011*
                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                            • Figure 76: Key purchase measures for the top brands of SS energy drinks (non-aseptic), by household penetration, 2011*
                                                                                                                                                                        • Appendix: SymphonyIRI/Builders Panel Data Definitions

                                                                                                                                                                          • Appendix: Retail Channels

                                                                                                                                                                            • Retail channels—convenience stores
                                                                                                                                                                              • Figure 77: U.S. sales of energy drinks and energy shots at convenience stores, 2006-11
                                                                                                                                                                            • Retail channels—supermarkets
                                                                                                                                                                              • Figure 78: U.S. sales of energy drinks and energy shots at supermarkets, 2006-11
                                                                                                                                                                            • Retail channels—drug stores
                                                                                                                                                                              • Figure 79: U.S. sales of energy drinks and energy shots at drug stores, 2006-11
                                                                                                                                                                            • Retail channels—other
                                                                                                                                                                              • Figure 80: U.S. sales of energy drinks and energy shots at other channels, 2006-11
                                                                                                                                                                          • Appendix: Other Useful Tables

                                                                                                                                                                            • The Consumer—Usage, Brands, Type, and Volume
                                                                                                                                                                              • Figure 81: Personal consumption of energy drinks, by age and race, October 2010-November 2011
                                                                                                                                                                              • Figure 82: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by gender and age, April 2012
                                                                                                                                                                              • Figure 83: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by presence of children in household, April 2012
                                                                                                                                                                              • Figure 84: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, April 2012
                                                                                                                                                                              • Figure 85: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by gender, April 2012
                                                                                                                                                                              • Figure 86: Energy drinks brands consumed in the last 30 days, by gender, October 2010-November 2011
                                                                                                                                                                            • Factors influencing energy drinks purchase decision
                                                                                                                                                                              • Figure 87: Degree of influence of various factors in energy drinks purchase decision, by presence of children in household, April 2012
                                                                                                                                                                            • Energy drinks consumption by occasion and location
                                                                                                                                                                              • Figure 88: Energy drinks consumption frequency, by location, by gender, April 2012
                                                                                                                                                                              • Figure 89: Energy drinks consumption frequency, by location, by age, April 2012
                                                                                                                                                                              • Figure 90: Energy drinks consumption frequency at work, by age, April 2012
                                                                                                                                                                              • Figure 91: Energy drinks consumption frequency, by location, by gender, April 2012
                                                                                                                                                                              • Figure 92: Energy drinks consumption frequency, by location, by presence of children in household, April 2012
                                                                                                                                                                              • Figure 93: Energy drinks consumption frequency, by location, by presence of children in household, April 2012
                                                                                                                                                                              • Figure 94: Energy drinks consumption frequency, by location, by presence of children in household, April 2012
                                                                                                                                                                            • Reasons for not drinking energy drinks/energy shots
                                                                                                                                                                              • Figure 95: Reasons for not drinking energy drinks and energy shots, April 2012
                                                                                                                                                                              • Figure 96: Reasons for not drinking energy drinks and energy shots, by presence of children in household, April 2012
                                                                                                                                                                            • Impact of race/Hispanic origin
                                                                                                                                                                              • Figure 97: Incidence of personally drinking energy drinks/energy shots or buying for someone in the household, by race/Hispanic origin, April 2012
                                                                                                                                                                              • Figure 98: Energy drinks consumption frequency, by location, by race/Hispanic origin, April 2012
                                                                                                                                                                              • Figure 99: Personal consumption of energy drinks, by age and Hispanic origin, October 2010-November 2011
                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • American Beverage Association, The
                                                                                                                                                                            • Beverage Digest
                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                            • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                            • PepsiCo Inc
                                                                                                                                                                            • Red Bull North America, Inc.
                                                                                                                                                                            • Rockstar Inc.
                                                                                                                                                                            • Slim-Fast Foods Company
                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                            • U.S. Bureau of the Census

                                                                                                                                                                            Energy Drinks and Energy Shots - US - June 2012

                                                                                                                                                                            £3,199.84 (Excl.Tax)