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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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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
                          • Category continues upward trajectory despite stagnant use, recent controversy
                            • Figure 1: Total U.S. sales and fan chart forecast of energy drinks, shots, and mixes, at current prices, 2008-18
                          • Energy drinks continue to dominate market, but energy mixes catching on quickly
                            • Figure 2: Total U.S. sales and forecast of energy drinks, shots, and mixes, by segment, 2008-18
                          • Market factors
                            • Retail channels
                              • Rise of other retail channel exceeds category’s growth trajectory
                                • Key players
                                  • Red Bull maintains its lead, while innovations from Monster and Kraft take share
                                    • New energy drink, shot launches trend downward since 2008
                                      • Figure 3: U.S. energy drink and shot launches, by year, 2007-13*
                                    • The consumer
                                      • Energy beverage usage remaining stagnant, but some adults are cutting back
                                        • Figure 4: Personal consumption of energy drinks and/or energy shots, May 2013
                                      • Efficacy, convenience leading reasons why adults drink energy beverages
                                        • Figure 5: Top five reasons for personal consumption of energy beverages, by race/Hispanic origin, May 2013
                                      • Lack of need, health and safety concerns fuel cut backs, deter some adults entirely
                                        • Figure 6: Top three reasons for not drinking energy drinks or energy shots, May 2013
                                      • Teen consumption also declining, complicating category’s future
                                        • Figure 7: Personal consumption of energy drinks among teens, October 2007-November 2012
                                      • What we think
                                      • Issues and Insights

                                          • How can manufacturers allay consumers’ safety and health concerns?
                                            • Insight: Make education an integral part of marketing
                                              • Can the declining energy shot segment be revitalized?
                                                • Insight: Promotions, new products, and brand extensions could reverse slump
                                                  • Following a boost in sales, are energy mixes the future of the category?
                                                    • Insight: Mixes could bring in new users with the promise of customization
                                                      • Can non-users be convinced to try energy beverages?
                                                        • Insight: Assert safety, productivity of existing products while creating new options
                                                        • Trend Applications

                                                            • Trend: Life Hacking
                                                              • Trend: Supernanny State
                                                                • Mintel Futures: Brand Intervention
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Category continues upward trajectory despite stagnant use, controversy
                                                                      • Figure 8: Total U.S. retail sales and forecast of energy drinks, shots, and mixes, at current prices, 2008-18
                                                                      • Figure 9: Total U.S. retail sales and forecast of energy drinks, shots, and mixes, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 10: Total U.S. sales and fan chart forecast of energy drinks, shots, and mixes, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Lawsuits, proposed bans continue, creating a challenging marketplace
                                                                          • Lower unemployment rates could boost category sales
                                                                            • Figure 11: Personal consumption of energy drinks and/or energy shots, by employment, May 2013
                                                                          • Consumption among young adults fuels category; teen use dropping
                                                                            • Figure 12: Personal consumption of energy drinks and/or energy shots, by generations, May 2013
                                                                            • Figure 13: Personal consumption of energy drinks among teens aged 12-17, October 2007-November 2012
                                                                            • Figure 14: Personal consumption of energy drinks, October 2007-November 2012
                                                                          • Multicultural populations continue to see substantial growth
                                                                            • Figure 15: Personal consumption of energy drinks and/or energy shots, by race and Hispanic origin, May 2013
                                                                            • Figure 16: Personal consumption of energy drinks, by race/Hispanic origin, January 2012-March 2013
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Time of day helps consumers choose their consumable energy choices
                                                                              • Figure 17: Timing and choice of beverages and foods consumed for energy, May 2013
                                                                              • Figure 18: Timing and choice of energy drinks and/or energy shots consumed for energy, May 2013
                                                                            • Energy claims expand into other food, drink categories
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Energy drinks rule category, but energy mixes are shooting stars
                                                                                  • Figure 19: Total U.S. retail sales of energy drinks, shots, and mixes, by segment, at current prices, 2011 and 2013
                                                                                • Customization edges out convenience: Mixes to surpass shots in 2016
                                                                                  • Figure 20: Total U.S. sales and forecast of energy drinks, shots, and mixes, by segment, 2008-18
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Price, convenience of other retail channel wins over energy-seekers
                                                                                    • Figure 21: Total U.S. retail sales of energy beverages, by channel, at current prices, 2011-13
                                                                                  • Rise of other retail channel exceeds category’s growth trajectory
                                                                                    • Figure 22: Total U.S. retail sales of energy beverages, by channel, at current prices, 2008-13
                                                                                  • Mass merchandise, club stores popular among energy shot buyers
                                                                                    • Figure 23: Retail channels where energy drinks/shots are purchased, May 2013
                                                                                  • Gas station, convenience stores have a niche with younger buyers
                                                                                    • Figure 24: Retail channels where energy beverages are purchased, by gender and age, May 2013
                                                                                  • Supermarkets top choice in Northeast, West; Walmart in Midwest, South
                                                                                    • Figure 25: Retail channels where energy beverages are purchased, by gender and age, May 2013
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Red Bull maintains top spot, while Monster and Kraft gain share
                                                                                        • Figure 26: MULO sales of energy drinks, shots, and mixes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                    • Brand Share—Energy Drinks

                                                                                      • Key points
                                                                                        • No-calorie, multi-functional, natural accelerate energy drink segment
                                                                                            • Figure 27: MULO sales of energy drinks, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                          • Editions expand Red Bull’s portfolio with three flavored options
                                                                                            • Consumers say ‘yes’ to Monster Rehab, zero-calorie line extensions
                                                                                              • PepsiCo encounters static with re-brand of Amp portfolio
                                                                                                • Asians more open to a range of brands, blacks most brand loyal
                                                                                                  • Figure 28: Brand consumption of energy drinks, by race/Hispanic origin, January 2012-March 2013
                                                                                                  • Figure 29: Brand consumption of energy drinks, by Hispanic origin and age, January 2012-March 2013
                                                                                                • Monster outranks Red Bull among teens, youngest adults
                                                                                                  • Figure 30: Brand consumption of energy drinks, by age, January 2012-March 2013
                                                                                                  • Figure 31: Brand consumption of energy drinks, by gender and age, October 2011-November 2012
                                                                                              • Brand Share—Energy Shots

                                                                                                • Key points
                                                                                                  • Leading brands hang on as energy shot sales hit a slump
                                                                                                    • Figure 32: MULO sales of energy drinks, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                  • 5-Hour Energy users also active in energy drink segment
                                                                                                    • Figure 33: Any personal consumption of energy drinks and/or energy shots, by brands, May 2013
                                                                                                • Brand Share—Energy Mixes

                                                                                                  • Key points
                                                                                                    • Kraft’s MiO Energy revitalizes energy mix segment with liquid format
                                                                                                      • Figure 34: MULO sales of energy drink mixes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                    • Energy mixes enjoy high crossover among energy beverage users
                                                                                                    • Innovations and Innovators

                                                                                                      • New products, range extensions continue to lead energy innovations
                                                                                                        • Figure 35: U.S. energy drink and shot launches, by launch type, 2007-13*
                                                                                                      • Energy drinks make up more than half of launches, mixes growing
                                                                                                        • Flavor innovations broaden appeal with sour, sweet additions
                                                                                                          • Packaging addresses serving concerns, increases on-shelf appeal
                                                                                                            • Handful of U.S., global products opt for energy without the caffeine
                                                                                                            • Marketing Strategies

                                                                                                              • Overview of the brand landscape
                                                                                                                • Brand analysis: Red Bull
                                                                                                                  • TV presence
                                                                                                                    • Figure 36: Red Bull, “Beyond Limits” television ad, 2012-13
                                                                                                                    • Figure 37: Red Bull, “Big Waves” television ad, 2012-13
                                                                                                                  • Brand analysis: 5-Hour Energy
                                                                                                                    • Online initiatives
                                                                                                                      • TV presence
                                                                                                                        • Figure 38: 5-Hour Energy, “Great Combination,” 2013
                                                                                                                        • Figure 39: 5-Hour Energy, “Energy Galore,” 2012-13
                                                                                                                      • Brand analysis: NOS
                                                                                                                        • TV presence
                                                                                                                          • Figure 40: NOS energy drink, “No Nonsense Hit” television ad, 2012-13
                                                                                                                      • Social Media

                                                                                                                        • Key points
                                                                                                                          • Key social media metrics
                                                                                                                            • Figure 41: Key brand metrics, energy drinks/shots brands, July 2013
                                                                                                                          • Market overview
                                                                                                                            • Brand usage and awareness
                                                                                                                                • Figure 42: Usage and awareness of selected energy drink and/or energy shot brands, July 2013
                                                                                                                              • Interaction with brands
                                                                                                                                  • Figure 43: Interaction with selected energy drink and/or energy shot brands, July 2013
                                                                                                                                • Online conversations
                                                                                                                                  • Figure 44: Online conversations on selected energy drink and/or energy shot brands, June 21-July 20, 2013
                                                                                                                                • Where are people talking about energy drinks and shot brands?
                                                                                                                                  • Figure 45: Online conversations on selected energy drink and/or energy shot brands, by page type, June 21-July 20, 2013
                                                                                                                                • What are people talking about?
                                                                                                                                    • Figure 46: Types of conversations around selected energy drink and/or energy shot brands, June 21-July 20, 2013
                                                                                                                                    • Figure 47: Types of conversations around selected energy drink and/or energy shot brands, by day, June 21-July 20, 2013
                                                                                                                                    • Figure 48: Types of conversations around selected energy drink and/or energy shot brands, by page type June 21-July 20, 2013
                                                                                                                                  • Brand analysis
                                                                                                                                    • Monster
                                                                                                                                      • Figure 49: Monster key social media indicators, July 2013
                                                                                                                                    • Key online campaigns
                                                                                                                                      • What we think
                                                                                                                                        • Red Bull
                                                                                                                                          • Figure 50: Red Bull key social media indicators, July 2013
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • 5-Hour Energy
                                                                                                                                                • Figure 51: 5-Hour Energy key social media indicators, July 2013
                                                                                                                                              • Key online campaigns
                                                                                                                                                • What we think
                                                                                                                                                  • Rockstar
                                                                                                                                                    • Figure 52: Rockstar key social media indicators, July 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • NOS
                                                                                                                                                        • Figure 53: NOS key social media indicators, July 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • Amp Energy
                                                                                                                                                            • Figure 54: Amp Energy key social media indicators, July 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                            • The Consumer—Adult Energy Beverage Usage

                                                                                                                                                              • Key points
                                                                                                                                                                • Men more likely than women to use energy beverages, also cutting back
                                                                                                                                                                  • Figure 55: Personal consumption of energy drinks and/or energy shots, by gender, May 2013
                                                                                                                                                                • People aged 18-24 equally likely to drink fewer energy drinks as more
                                                                                                                                                                    • Figure 56: Personal consumption of energy drinks and/or energy shots, by age, May 2013
                                                                                                                                                                  • Men more likely than women to drink both energy drinks and shots
                                                                                                                                                                    • Figure 57: Any personal consumption (net) of energy drinks and/or energy shots, by segment, May 2013
                                                                                                                                                                  • Men aged 18-34 report highest volume consumption among genders
                                                                                                                                                                    • Figure 58: Personal consumption of energy drinks, by gender and age, January 2012-March 2013
                                                                                                                                                                  • Highest volume reported by respondents with lower household incomes
                                                                                                                                                                    • Figure 59: Personal consumption of energy drinks, by household income, January 2012-March 2013
                                                                                                                                                                  • Volume consumption trending downward, but not at dramatic rates
                                                                                                                                                                    • Figure 60: Personal consumption of energy drinks/shots, February 2008-March 2013
                                                                                                                                                                  • Afternoon leading occasion when users reach for energy
                                                                                                                                                                      • Figure 61: Afternoon choice of beverages and foods consumed for energy, by gender, May 2013
                                                                                                                                                                      • Figure 62: Afternoon consumption of energy drinks and/or energy shots for energy, by gender, May 2013
                                                                                                                                                                  • The Consumer—Attitudes toward Energy Beverages

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Users believe energy beverages are more effective than other drinks
                                                                                                                                                                          • Figure 63: Reasons for personal consumption of energy beverages, by gender and age, May 2013
                                                                                                                                                                        • Reductions in energy beverage consumption spurred by health, cost
                                                                                                                                                                            • Figure 64: Reasons for consuming fewer energy drinks/energy shots, May 2013
                                                                                                                                                                          • Key consumers ages 18-34 have been influenced by negative news
                                                                                                                                                                              • Figure 65: Reasons for consuming fewer energy drinks, by age, May 2013
                                                                                                                                                                            • Women more likely to favor safety labeling, sales restrictions
                                                                                                                                                                                • Figure 66: Attitudes toward safety of energy beverages (any agree), by gender and age, May 2013
                                                                                                                                                                              • Energy drinks more likely than shots to require daily consumption
                                                                                                                                                                                • Figure 67: Attitudes toward usage and trial of energy beverages (any agree), by energy drink/shot users (any consumption), May 2013
                                                                                                                                                                              • Energy drink users, shot drinkers show clear delineation in preferences
                                                                                                                                                                                  • Figure 68: Attitudes toward of energy drinks and energy shots (any agree), by energy drink/shot users (any consumption), May 2013
                                                                                                                                                                              • The Consumer—Attitudes of Non-Users

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Lack of need, health concerns are main detractors for drinks or shots
                                                                                                                                                                                      • Figure 69: Reasons for not consuming energy drinks or energy shots, May 2013
                                                                                                                                                                                    • Health concerns more likely to dissuade women than men
                                                                                                                                                                                      • Figure 70: Reasons for not consuming energy drinks, by gender, May 2013
                                                                                                                                                                                      • Figure 71: Reasons for not consuming energy shots, by gender, May 2013
                                                                                                                                                                                    • Target demographic of Matrix and Millennials also staying away
                                                                                                                                                                                        • Figure 72: Reasons for not consuming energy drinks, by generations, May 2013
                                                                                                                                                                                      • Manufacturers also have opportunity to target busy seniors
                                                                                                                                                                                        • Respondents with children alarmed by ingredients, impact
                                                                                                                                                                                          • Figure 73: Reasons for not consuming energy drinks, by presence of children in household, May 2013
                                                                                                                                                                                          • Figure 74: Reasons for not consuming energy shots, by presence of children in household, May 2013
                                                                                                                                                                                      • The Consumer—Teen Usage and Attitudes

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Despite declining usage, energy remains popular with teens aged 15-17
                                                                                                                                                                                              • Figure 75: Personal consumption of energy drinks, by gender and age, October 2011-November 2012
                                                                                                                                                                                              • Figure 76: Personal volume consumption of energy drinks, by gender and age, October 2011-November 2012
                                                                                                                                                                                            • Other race teens are most likely to drink energy beverages
                                                                                                                                                                                              • Figure 77: Personal consumption of energy drinks, by race and Hispanic origin, October 2011-November 2012
                                                                                                                                                                                            • Teens unlikely to prioritize energy beverages when in need of a boost
                                                                                                                                                                                                • Figure 78: Food or drink consumed by teens aged 12-17 for energy, June 2013
                                                                                                                                                                                              • Boys aged 15-17 most likely to reach for energy drinks
                                                                                                                                                                                                  • Figure 79: Food or drink consumed by teens aged 12-17 for energy, by gender and age, June 2013
                                                                                                                                                                                                • Energy drinks more effective than other food and drinks, say teen users
                                                                                                                                                                                                    • Figure 80: Reasons for consuming energy drinks among teens aged 12-17, June 2013
                                                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Other race, Hispanics active in both energy beverage segments
                                                                                                                                                                                                      • Figure 81: Any personal consumption (net) of energy drinks and/or energy shots, by segment, May 2013
                                                                                                                                                                                                    • Blacks energized by convenience, other race by taste, refreshment
                                                                                                                                                                                                      • Figure 82: Reasons for personal consumption of energy beverages, by race/Hispanic origin, May 2013
                                                                                                                                                                                                    • Young Hispanics report higher volume use than non-Hispanics
                                                                                                                                                                                                      • Figure 83: Personal consumption of energy drinks, Hispanic origin and age, January 2012-March 2013
                                                                                                                                                                                                    • Hispanics slightly more swayed by non-energy options for p.m. boost
                                                                                                                                                                                                      • Figure 84: Afternoon choice of beverages and foods consumed for energy, by Hispanic origin, May 2013
                                                                                                                                                                                                      • Figure 85: Afternoon choice of energy drinks and/or energy shots consumed for energy, by Hispanic origin, May 2013
                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                      • Fatigue Fighters
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Alternative Seekers
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Drink Devotees
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Cluster characteristic tables
                                                                                                                                                                                                                                • Figure 86: Target clusters, May 2013
                                                                                                                                                                                                                                • Figure 87: Personal consumption of energy drinks and/or energy shots, by target clusters, May 2013
                                                                                                                                                                                                                                • Figure 88: Any personal consumption (net) of energy drinks and/or energy shots, by segment, by target clusters, May 2013
                                                                                                                                                                                                                                • Figure 89: Retail channels where energy beverages are purchased, by target clusters, May 2013
                                                                                                                                                                                                                                • Figure 90: Reasons for personal consumption of energy beverages, by target clusters, May 2013
                                                                                                                                                                                                                                • Figure 91: Timing and choice of beverages and foods consumed for energy, by target clusters, May 2013
                                                                                                                                                                                                                              • Cluster demographic tables
                                                                                                                                                                                                                                • Figure 92: Target clusters, by demographic, May 2013
                                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                                                • Figure 93: Agreement with attitudes toward energy beverages, by target clusters, May 2013
                                                                                                                                                                                                                            • Key Driver Analysis

                                                                                                                                                                                                                              • Methodology
                                                                                                                                                                                                                                • Innovation, fun reputation keeps consumers active in category
                                                                                                                                                                                                                                  • Figure 94: Key drivers of drinking more or the same amount of energy drinks and/or shots, August 2013
                                                                                                                                                                                                                                • Users embrace brands for existing ranges, innovation welcomed by all
                                                                                                                                                                                                                                    • Figure 95: Key drivers of drinking energy drink and/or energy shots, by brand, August 2013
                                                                                                                                                                                                                                • Information Resources Inc. Builders Panel Data

                                                                                                                                                                                                                                    • Overview—Energy drinks
                                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 96: Brand map, selected brands of single-serving non-aseptic energy drinks buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 97: Key purchase measures for the top brands of single-serving non-aseptic energy drinks, by household penetration, 2012*
                                                                                                                                                                                                                                        • Appendix—Food and Beverage Market Drivers

                                                                                                                                                                                                                                          • Consumer confidence
                                                                                                                                                                                                                                            • Figure 98: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                          • Unemployment
                                                                                                                                                                                                                                            • Figure 99: U.S. unemployment rate, by month, 2002-13
                                                                                                                                                                                                                                            • Figure 100: U.S. unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                                            • Figure 101: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                          • Shifting U.S. demographics
                                                                                                                                                                                                                                            • Figure 102: U.S. population, by age, 2008-18
                                                                                                                                                                                                                                            • Figure 103: U.S. households, by presence of own children, 2002-12
                                                                                                                                                                                                                                          • Racial, ethnic population growth
                                                                                                                                                                                                                                              • Figure 104: U.S. population, by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                              • Figure 105: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                            • Segment performance
                                                                                                                                                                                                                                              • Figure 106: Total U.S. sales and forecast of energy drinks, at current prices, 2008-18
                                                                                                                                                                                                                                              • Figure 107: Total U.S. sales and forecast of energy shots, at current prices, 2008-18
                                                                                                                                                                                                                                              • Figure 108: Total U.S. sales and forecast of energy mixes, at current prices, 2008-18
                                                                                                                                                                                                                                            • The Consumer—Adult energy beverage usage
                                                                                                                                                                                                                                              • Figure 109: Any personal consumption of energy drinks and/or energy shots, by segment, May 2013
                                                                                                                                                                                                                                              • Figure 110: Personal consumption of energy drinks and/or energy shots, by presence of children in household, May 2013
                                                                                                                                                                                                                                              • Figure 111: Personal consumption of energy drinks and/or energy shots, by census region, January 2012-March 2013
                                                                                                                                                                                                                                              • Figure 112: Personal consumption of energy drinks, by marital status with children, January 2012-March 2013
                                                                                                                                                                                                                                              • Figure 113: Morning choice of beverages and foods consumed for energy, by gender, May 2013
                                                                                                                                                                                                                                              • Figure 114: Morning choice of energy drinks and/or energy shots consumed for energy, by gender, May 2013
                                                                                                                                                                                                                                              • Figure 115: Evening choice of beverages and foods consumed for energy, by gender, May 2013
                                                                                                                                                                                                                                              • Figure 116: Evening choice of energy drinks and/or energy shots consumed for energy, by gender, May 2013
                                                                                                                                                                                                                                              • Figure 117: Between meals choice of beverages and foods consumed for energy, by gender, May 2013
                                                                                                                                                                                                                                              • Figure 118: Between meals choice of energy drinks and/or energy shots consumed for energy, by gender, May 2013
                                                                                                                                                                                                                                            • The Consumer—Attitudes toward energy beverages
                                                                                                                                                                                                                                              • Figure 119: Reasons for any personal consumption of energy drinks/shots, May 2013
                                                                                                                                                                                                                                              • Figure 120: Reasons for personal consumption of energy beverages, by region, May 2013
                                                                                                                                                                                                                                              • Figure 121: Attitudes toward energy beverages (any agree), by gender, May 2013
                                                                                                                                                                                                                                              • Figure 122: Attitudes toward safety and sales of energy beverages (any agree), by energy drink/shot users (any consumption), May 2013
                                                                                                                                                                                                                                            • The consumer—Attitudes of non-users
                                                                                                                                                                                                                                              • Figure 123: Reasons for not consuming energy shot, by generations, May 2013
                                                                                                                                                                                                                                              • Figure 124: Reasons for not consuming energy drinks, by census region, May 2013
                                                                                                                                                                                                                                              • Figure 125: Reasons for not consuming energy drinks, by household income, May 2013
                                                                                                                                                                                                                                            • The consumer—Teen usage and attitudes
                                                                                                                                                                                                                                              • Figure 126: Brand consumption of energy drinks, by Hispanic origin, October 2011-November 2012
                                                                                                                                                                                                                                            • Race and Hispanic origin
                                                                                                                                                                                                                                              • Figure 127: Brand consumption of energy drinks, by race and household income, January 2012-March 2013
                                                                                                                                                                                                                                          • Appendix—Social Media

                                                                                                                                                                                                                                            • Brand usage and awareness
                                                                                                                                                                                                                                              • Figure 128: Brand usage or awareness, May 2013
                                                                                                                                                                                                                                              • Figure 129: Red bull usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 130: Monster usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 131: Rockstar usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 132: 5-Hour Energy usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 133: NOS usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 134: Amp energy usage or awareness, by demographics, May 2013
                                                                                                                                                                                                                                            • Activities done
                                                                                                                                                                                                                                              • Figure 135: Activities done, May 2013
                                                                                                                                                                                                                                              • Figure 136: Red bull – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 137: Monster – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 138: Rockstar – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 139: 5-Hour energy – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 140: NOS – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                              • Figure 141: Amp energy – Activities done, by demographics, May 2013
                                                                                                                                                                                                                                            • Online conversations
                                                                                                                                                                                                                                              • Figure 142: Online conversations on selected energy drinks/shots brands, June 21-July 20, 2013
                                                                                                                                                                                                                                              • Figure 143: Online conversations on selected energy drinks/shots brands, by page type, June 21-July 20, 2013
                                                                                                                                                                                                                                              • Figure 144: Types of conversations around selected energy drinks/shots brands, June 21-July 20, 2013
                                                                                                                                                                                                                                              • Figure 145: Types of conversations around selected energy drinks/shots brands, by day, June 21-July 20, 2013
                                                                                                                                                                                                                                              • Figure 146: Types of conversations around selected energy drinks/shots brands, by page type June 21-July 20, 2013
                                                                                                                                                                                                                                          • Appendix—Key Driver Analysis

                                                                                                                                                                                                                                              • Interpretation of results
                                                                                                                                                                                                                                                • Figure 147: Drivers of drinking energy drinks and/or energy shots – key driver output, August 2013
                                                                                                                                                                                                                                                • Figure 148: Drivers of drinking Red Bull energy drink – key driver output, August 2013
                                                                                                                                                                                                                                                • Figure 149: Drivers of drinking Monster energy drink – key driver output, August 2013
                                                                                                                                                                                                                                                • Figure 150: Drivers of drinking Rockstar energy drink – key driver output, August 2013
                                                                                                                                                                                                                                                • Figure 151: Drivers of drinking 5-Hour energy shot – key driver output, August 2013
                                                                                                                                                                                                                                            • Appendix—Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                                • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                  • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                  • Kraft Foods Inc.
                                                                                                                                                                                                                                                  • PepsiCo Inc
                                                                                                                                                                                                                                                  • Red Bull North America, Inc.
                                                                                                                                                                                                                                                  • Rockstar Inc.
                                                                                                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                                                                                                  Energy Drinks - US - August 2013

                                                                                                                                                                                                                                                  £2,684.63 (Excl.Tax)