Energy Drinks - US - August 2013
“Current energy drink, shot, and mix users have been affected by the scrutiny regarding the safety and health effects of the category. Educational outreach is necessary to help current users feel confident that their choice of energy drink, shot, or mix has no adverse effects. Informative marketing also could broaden the appeal of the category, which is not used by the majority of adults, according to Mintel research.”
– Jennifer Zegler, Beverage Analyst
Some questions answered in this report include:
- How can manufacturers allay consumers’ safety and health concerns?
- Can the declining energy shot segment be revitalized?
- Following a boost in sales, are energy mixes the future of the category?
- Can non-users be convinced to try energy beverages?
The report includes the off-premise sales of energy beverages, which include the following segments:
- Energy drinks, including aseptic and non-aseptic drinks
- Energy shots
- Energy drink mixes
For the purposes of this report, energy drinks have been defined as beverages that specifically claim to provide an energy or stimulation boost. These products also have a marketing position that stresses energy. Many generally include ingredients such as glucose, caffeine, taurine, ginseng, and various vitamins and minerals. The analysis includes brands that are labeled as either beverages or dietary supplements. The popularity of energy drinks has brought about some new products that are category “hybrids.”
For example, in 2013, PepsiCo added Mountain Dew Kickstart, which contains 5% juice with citrus flavors and more caffeine than Mountain Dew. PepsiCo is not marketing Kickstart as an energy drink. These types of product are not included in the sales figures but are addressed where appropriate.
Energy shots are defined as concentrated energy-boosting drinks that often contain caffeine and B vitamins. These products are usually available in 2- to 3-oz. bottles or cans. Many energy shots are categorized as dietary supplements, rather than beverages.
Energy drink mixes are powdered or liquid products that are marketed with a specific functional claim of energy. These are added to liquid to create a beverage.
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