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Energy Drinks - US - August 2014

“While the energy drink and shot category is still young and growing, many consumers are still not consuming them. New launches and marketing is increasing awareness, but the food and beverage industry is overflowing with offerings that provide similar energy functions without the safety and health stigma that plagues energy drinks/shots. However, consumer concerns offer the category more avenues to innovate and attract new users.”
– Elizabeth Sisel, Beverage Analyst

This report answers the following questions:

  • What competes with the category that keeps it from being a more frequent beverage choice?
  • Will consumer concerns force labeling changes?
  • Is there a positive way to address energy drink consumption by kids and teens?
The $9.4 billion energy drinks and shots category continues to be a solid performer, despite falling sales in 2013 from controversy and lawsuits that challenged its safety.
 
The category posted gains of 56% between 2009 and 2014, and is forecast to continue its strong growth through 2019.
 
Product innovation and marketing are benefiting overall category sales as consumer health concerns temper, and interest in energy, functionality, and flavor attract new and existing consumers.
 
For purposes of this report, energy drinks are defined to include the following:
  • Energy drinks – 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. 
  • Energy shots – 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.

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Table of contents

  1. Scope and Themes

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

                    • Overview
                      • The market
                        • Figure 1: Total US sales and fan chart forecast of energy drinks and shots market, at current prices, 2009-19
                      • Segment performance
                        • Figure 2: Total US Retail sales of Energy Drinks and Energy Shots, at current prices, 2009-19
                      • Retail
                        • Figure 3: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012-14
                      • Key players
                        • Figure 4: MULO sales of energy drinks and shots at retail, by leading companies, 52 weeks ending May 18, 2014
                      • Young adults, men top consumers of energy drinks and shots
                        • Figure 5: Purchasing habits for energy drinks and shots, by gender and age, June 2014
                      • Consumers drink energy drinks for energy, beverage replacement
                        • Figure 6: Reasons for drinking energy drinks, June 2014
                      • Energy shots are a convenient energy boost
                        • Figure 7: Reasons for drinking energy shot, June 2014
                      • Health concerns are top reason for drinking less energy drinks
                        • Figure 8: Reasons for drinking less energy drinks, June 2014
                      • Health concerns also affect energy shot consumption
                        • Figure 9: Reasons for drinking less energy shots, June 2014
                      • Safety and ingredient concerns rank highly with consumers
                        • Figure 10: Agreement with attitudes and behaviors toward energy drinks/energy shots, June 2014
                      • What we think
                      • Issues and Insights

                          • What competes with the category that keeps it from being a more frequent beverage choice?
                            • The issues
                              • Insight: Consumer concerns, interests offer avenues for innovation
                                • Will consumer concerns force labeling changes?
                                  • The issues
                                    • Insight: Strategic marketing partnerships could help to build trust
                                      • Is there a positive way to address energy drink consumption by kids and teens?
                                        • The issues
                                          • Insight: Kid-friendly energy drinks may help alleviate parent concerns
                                          • Trend Applications

                                              • Trend: Prove It
                                                • Trend: Factory Fear
                                                  • Trend: Minimize Me
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales and forecast of energy drinks and shots
                                                        • Figure 11: Total US Retail sales of energy drinks and shots, at current prices, 2009-19
                                                        • Figure 12: Total US retail sales of energy drinks and shots, at inflation-adjusted prices, 2009-19
                                                      • Strong future forecasted for energy drinks and shots category
                                                        • Figure 13: Total US sales and fan chart forecast of energy drinks and shots market, at current prices, 2009-19
                                                      • Fan chart forecast
                                                      • Market Drivers

                                                        • Key points
                                                          • Greater rate of employment encourages greater need for energy boost
                                                            • Figure 14: US unemployment rate and underemployment rate, January 2007 to June 2014
                                                            • Figure 15: Purchasing habits for energy drinks, by employment, June 2014
                                                            • Figure 16: Purchasing habits for energy shots, by employment, June 2014
                                                          • Multicultural interest assists category growth
                                                            • Figure 17: US population by race and Hispanic origin, 2009-19
                                                          • Households with children are declining
                                                            • Figure 18: US households, by presence of own children, 2003-13
                                                            • Figure 19: Personal consumption of energy drinks by brand, November 2008-December 2013
                                                        • Competitive Context

                                                          • Other food and beverage categories offer energy alternatives
                                                              • Figure 20: Food launches claiming energy, August 2014
                                                              • Figure 21: Beverages and foods consumed for energy, May 2013
                                                          • Segment Performance

                                                            • Key points
                                                              • Energy drinks see healthy growth, energy shots struggle
                                                                • Sales of energy drinks and shots, by segment
                                                                  • Figure 22: Total US retail sales of energy drinks and shots, by segment, at current prices, 2012 and 2014
                                                                • Energy drinks fuel category growth
                                                                  • Figure 23: Total US retail sales of energy drinks, at current prices, 2009-19
                                                                  • Figure 24: Total US retail sales of energy drinks, at inflation-adjusted prices, 2009-19
                                                                  • Figure 25: Personal consumption of energy drinks by volume (mean consumption), February 2008-March 2014
                                                                • Energy shots fall short in estimated 2014
                                                                  • Figure 26: Total US Retail sales of Energy Shots, at current prices, 2009-19
                                                                  • Figure 27: Total US retail sales of energy shots, at inflation-adjusted prices, 2009-19
                                                              • Retail Channels

                                                                • Key points
                                                                  • Other retail channel leads market share
                                                                    • Figure 28: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012-14
                                                                  • Strong sales falter in 2013, begin to rebound in estimated 2014
                                                                    • Figure 29: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012-14
                                                                • Leading Companies

                                                                  • Key points
                                                                    • Monster catching up to Red Bull in MULO sales
                                                                      • Manufacturer sales of energy drink and shot market
                                                                        • Figure 30: MULO sales of energy drinks and shots at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                      • Consumers most likely to consume Monster Energy
                                                                        • Figure 31: Personal consumption of energy drinks by brand, by gender, January 2013-March 2014
                                                                        • Figure 32: Personal consumption of energy drinks by brand, by age, January 2013-March 2014
                                                                    • Brand Share – Energy Drinks

                                                                      • Key points
                                                                        • Red Bull leads energy drink category
                                                                          • Figure 33: Red Bull, “Word of Red Bull Commercial 2014,” March 2, 2014
                                                                        • Monster closes gap between it and Red Bull
                                                                          • Rockstar Punch sees growth, while top brands stall
                                                                            • Coca-Cola energy drinks sees success
                                                                              • Figure 34: NOS, “NOS Energy Drink Commercial,” April 28, 2014
                                                                            • Pepsi, private label see large losses
                                                                              • Manufacturer sales of energy drinks
                                                                                • Figure 35: MULO sales of energy drinks at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                            • Brand Share – Energy Shots

                                                                              • Key points
                                                                                • Living Essentials leads segment but loses sales in 2014
                                                                                  • Private label, other brands decline in sales, market share
                                                                                    • Manufacturer sales of energy shots
                                                                                      • Figure 36: MULO sales of energy drink shots at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                  • Innovations and Innovators

                                                                                    • Natural interests
                                                                                      • Additional functionality
                                                                                        • New packaging
                                                                                        • Consumption Habits for Energy Drinks

                                                                                          • Key points
                                                                                            • Young adult men remain top consumers of energy drinks
                                                                                              • Figure 37: Purchasing habits for energy drinks, by gender and age, June 2014
                                                                                              • Figure 38: Personal consumption of energy drinks by volume (mean consumption), by gender, January 2013-March 2014
                                                                                              • Figure 39: Personal consumption of energy drinks by volume (mean consumption), by age, January 2013-March 2014
                                                                                            • Households with children most likely to consume energy drinks
                                                                                              • Figure 40: Purchasing habits for energy drinks, by presence of children in household, June 2014
                                                                                            • Hispanics, “other” races top consumers of energy drinks
                                                                                              • Figure 41: Purchasing habits for energy drinks, by race and Hispanic origin, June 2014
                                                                                            • FourSquare, SnapChat most popular social media site with energy drink users
                                                                                              • Figure 42: Purchasing habits for energy drinks, by visits social media websites at least once per day, June 2014
                                                                                              • Figure 43: Purchasing habits for energy drinks, by visits social media websites at least once per day, June 2014
                                                                                              • Figure 44: Purchasing habits for energy drinks, by visits social media websites at least once per day, June 2014
                                                                                          • Consumption Habits for Energy Shots

                                                                                            • Key points
                                                                                              • Young men top consumers of energy shots
                                                                                                • Figure 45: Purchasing habits for energy shots, by gender and age, June 2014
                                                                                              • Households with children significantly more likely to drink energy shots
                                                                                                • Figure 46: Purchasing habits for energy shots, by presence of children in household, June 2014
                                                                                              • Hispanics, “other” races top energy shot consumers
                                                                                                • Figure 47: Purchasing habits for energy shots, by race and Hispanic origin, June 2014
                                                                                              • FourSquare, Flickr most visited by energy shot consumers
                                                                                                • Figure 48: Purchasing habits for energy shots, by visits social media websites at least once per day, June 2014
                                                                                                • Figure 49: Purchasing habits for energy shots, by visits social media websites at least once per day, June 2014
                                                                                                • Figure 50: Purchasing habits for energy shots, by visits social media websites at least once per day, June 2014
                                                                                            • Occasions for Energy Drink/Shot Consumption

                                                                                              • Key points
                                                                                                • Afternoon most popular time of day for energy drink consumption
                                                                                                  • Figure 51: Time of day for consuming energy drinks/energy shots, by age, June 2014
                                                                                                • Younger consumers most likely to drink energy drinks with a meal
                                                                                                  • Figure 52: Occasion for consuming energy drinks/energy shots, by age, June 2014
                                                                                                • Energy drinks, shots most consumed as a snack
                                                                                                  • Figure 53: Occasion for consuming energy drinks/energy shots, by employment, June 2014
                                                                                              • Location Preferences

                                                                                                • At-home, on-the-go top locations for consumption
                                                                                                  • Figure 54: Location for consuming energy drinks/energy shots, by age, June 2014
                                                                                              • Reasons for Drinking Energy Drinks

                                                                                                • Key points
                                                                                                  • Respondents drink for pick-me-up, drink replacement
                                                                                                    • Figure 55: Reasons for drinking energy drinks, by age, June 2014
                                                                                                • Reasons for Drinking Energy Shots

                                                                                                  • Key points
                                                                                                    • Energy shots most used for pick-me-up, on-the-go convenience
                                                                                                      • Figure 56: Reasons for drinking energy shot, by age, June 2014
                                                                                                  • Reasons for Drinking Less Energy Drinks and Energy Shots

                                                                                                    • Key points
                                                                                                      • Consumers still concerned with category health, also ingredient safety
                                                                                                        • Figure 57: Reasons for drinking less energy drinks, June 2014
                                                                                                      • Energy shots also subject to health, ingredient safety concerns
                                                                                                        • Figure 58: Reasons for drinking less energy shots, June 2014
                                                                                                      • Launches for organic, natural, caffeine-free, low/no/reduced sugars on the rise
                                                                                                        • Figure 59: Reasons for drinking less energy shots, June 2014
                                                                                                    • Packaging, Flavor, Product Preferences

                                                                                                      • Key points
                                                                                                        • Ingredient innovation continues, packaging innovation can better cater to core markets
                                                                                                          • Figure 60: Preferences of energy drinks/energy shots, by gender and age, June 2014
                                                                                                        • Cultural flavors, packaging caters to Hispanic consumers
                                                                                                          • Figure 61: Preferences of energy drinks/energy shots, by Hispanic origin, June 2014
                                                                                                      • Attitudes and Behaviors toward Energy Drinks and Energy Shots

                                                                                                        • Key points
                                                                                                          • Consumers seek variety in energy drink/shots: sugar-free, diet most popular
                                                                                                            • Figure 62: Agreement with attitudes and behaviors toward energy drinks/energy shots, by gender and age, June 2014
                                                                                                          • Hispanics prefer health, benefits from their energy drinks/shots
                                                                                                              • Figure 63: Agreement with attitudes and behaviors toward energy drinks/energy shots, by Hispanic origin, June 2014
                                                                                                            • Safety concerns for child energy drink consumption could fuel new drink market for kids, teens
                                                                                                              • Figure 64: Agreement with attitudes and behaviors toward energy drinks/energy shots, by presence of children in household, June 2014
                                                                                                            • Energy drinks for kids and teens
                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                • Figure 65: Purchasing habits for energy drinks, by generations, June 2014
                                                                                                                • Figure 66: Purchasing habits for energy shots, by generations, June 2014
                                                                                                                • Figure 67: Occasion for consuming energy drinks/energy shots, by presence of children in household, June 2014
                                                                                                                • Figure 68: Occasion for consuming energy drinks/energy shots, by Hispanic origin, June 2014
                                                                                                                • Figure 69: Occasion for consuming energy drinks/energy shots, by age, June 2014
                                                                                                                • Figure 70: Location for consuming energy drinks/energy shots, by employment, June 2014
                                                                                                                • Figure 71: Occasions for consuming energy drinks/energy shots, by purchasing habits for energy drinks, June 2014
                                                                                                                • Figure 72: Occasions for consuming energy drinks/energy shots, by change in purchasing habits for energy shots, June 2014
                                                                                                                • Figure 73: Attitudes and behaviors toward energy drinks/energy shots, June 2014
                                                                                                                • Figure 74: Personal consumption of energy drinks by brand, November 2008-December 2013
                                                                                                                • Figure 75: Personal consumption of energy drinks by brand, February 2008-March 2014
                                                                                                            • Appendix – Trade Associations

                                                                                                              Companies Covered

                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                              • Experian
                                                                                                              • Monster Worldwide Inc.
                                                                                                              • PepsiCo Inc
                                                                                                              • Red Bull North America, Inc.
                                                                                                              • Rockstar Inc.
                                                                                                              • Walmart Stores (USA)

                                                                                                              Energy Drinks - US - August 2014

                                                                                                              £3,199.84 (Excl.Tax)