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

Energy Drinks - US - May 2015

 
Total retail sales of energy drinks and shots posted 5% gains in 2014, up from the 3.9% growth experienced in 2013 when the category generated the most negative attention as consumers questioned its safety. Top players will likely continue to release new products, expand distribution and increase pricing to push the category trajectory upward through 2019. 
 
For the purposes of this Report, Mintel has used the following definitions:
 
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.
 
The energy drink category is primed for growth as core consumers experience a lifestage shift and enter new needs and occasions requiring extra energy. The category has an opportunity to evolve with their loyal users and meet the new needs of older Millennials as they become parents -- particularly mothers. Consumers are not leaving regular energy drinks/shots for natural but are drinking both. Interest in natural offerings may stem from perceptions that natural/organic products are healthier. Yet concerns about safety of regular products do not seem to have a significant impact on usage. Products that can position themselves as healthy/better-for-you, through revised attributes such as extra protein and zero calories, can meet consumer needs of a healthy beverage in the energy space.
 

 

What you get

What's included

Why buy from us?

Succeed

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

Instant Access

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

Opportunities

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

Trusted

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

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Category growth expected to continue through 2019
          • Figure 1: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2009-19
        • The issues
          • Energy drinks experience growth, shots fight declines
            • Figure 2: Total US retail sales and forecast of energy drinks and shots, by segment, in $ millions, 2009-19
          • Core consumers going through lifestage shift
            • Figure 3: Marital status, by age, 2013
          • Consumers influenced by advertising, family/friends, to switch brands
            • Figure 4: Attitudes and behaviors toward energy drinks/shots - any agree, by generations and parental status by gender (presence of children under 18 by gender), January 2015
          • The opportunities
            • Older Millennials
              • Figure 5: Energy drink and shot usage, any usage, January 2015
            • Women as mothers
              • Figure 6: Energy drink and shot usage, by parental status by gender (presence of children under 18 by gender), January 2015
            • Consumers drinking both natural and regular energy drinks/shots
              • Figure 7: Energy drink/shot usage, by energy drink/shot usage, January 2015
            • What it means
            • The Market – What You Need to Know

              • Category sees 56% growth from 2009-14
                • Energy drinks dominate category sales
                  • Energy-claim food, beverages compete with category
                    • Core consumers in a lifestage transition
                    • Category Growth Forecast to Continue

                      • Energy drinks drive category sales gains
                        • Figure 8: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2009-19
                        • Figure 9: Total US retail sales and forecast of energy drinks and shots, at current prices, 2009-19
                        • Figure 10: Total US retail sales and forecast of energy drinks and shots, at inflation adjusted prices, 2009-19
                    • Market Breakdown

                      • Energy drink segment dominates in sales, growth
                        • Figure 11: Total US retail sales and forecast of energy drinks and shots, by segment, in $ millions, 2009-19
                      • Growth slows through 2019
                        • Figure 12: Percent change of total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2009-19
                      • Convenience stores remain channel leader
                        • Figure 13: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012 and 2014
                    • Market Perspective

                      • Many food and drinks claiming energy
                        • Figure 14: Top 10 food and drink products with a description of energy, 2010 to April 2015
                    • Market Factors

                      • Core consumers entering new life stage
                        • Millennials are getting married
                          • Figure 15: Marital status, by age, 2013
                        • Millennials are having children
                          • Figure 16: Households with own children, by age of householder, 2013
                      • Key Players – What You Need to Know

                        • Energy drink brands top players
                          • Red Bull, Monster, NOS sees success in 2014
                            • 5-Hour Energy, private label struggles
                              • Flavor, functions, zero calories, natural attributes lead innovation
                              • Red Bull Leads Category, Coca-Cola Capitalizes on NOS

                                  • Manufacturer sales of energy drinks and energy shots
                                    • Figure 17: MULO sales of energy drinks, by leading companies, rolling 52 weeks 2014 and 2015
                                • What’s Working?

                                  • Energy drinks drive category growth
                                    • Figure 18: Red Bull energy drink consumption, trended 2010-14
                                    • Figure 19: MULO and MULC sales of Monster Energy Zero Ultra, 52 weeks ending Dec. 28, 2014 and Feb. 22, 2015
                                    • Figure 20: MULO and MULC sales of Java Monster, 52 weeks ending Dec. 28, 2014 and Feb. 22, 2015
                                    • Figure 21: MULO sales of Monster Muscle, 52 weeks ending Feb. 22, 2015
                                    • Figure 22: Monster energy drink consumption, trended 2010-14
                                  • NOS sees stellar growth
                                    • Figure 23: NOS energy drink consumption, trended 2012-14
                                    • Figure 24: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • What’s Struggling?

                                  • The energy shot segment losing users
                                    • Figure 25: 5-Hour Energy shot consumption, trended 2010-14
                                    • Figure 26: MULO sales of 5-Hour Energy Extra Strength, 52 weeks ending Feb. 22, 2015
                                  • Private label cannot compete with brands
                                    • Figure 27: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                    • Figure 28: MULO sales of energy drink shots, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • What’s Next?

                                  • Flavors
                                    • Limited editions
                                      • Coffee meets energy
                                        • Energy drinks morphing into performance drinks
                                          • More zero calorie offerings
                                            • Natural energy
                                            • The Consumer – What You Need to Know

                                              • Older Millennials are category’s core consumers
                                                • Opportunities to appeal to parents
                                                  • Recommendations, advertising encourages switching between brands
                                                    • Consumers drink both natural and regular energy drinks/shots
                                                    • Older Millennials Core Consumers

                                                      • Millennials increasing energy drink consumption
                                                        • Older Millennials strongest consumer base
                                                          • Changing life stage
                                                              • Figure 29: Energy drink/shot usage, any usage, January 2015
                                                              • Figure 30: Energy drink/shot usage, by age, January 2015
                                                            • Prefer energy drinks, mixing with other beverages
                                                                • Figure 31: Attitudes and behaviors toward energy drinks/shots – Any agree, by generations, January 2015
                                                              • Interests in innovation
                                                                  • Figure 32: Influential energy drink/shot attributes, by generations, January 2015
                                                              • Young Millennial Attitudes and Behaviors

                                                                • Crowed beverage market hinders growth
                                                                  • Figure 33: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
                                                                • Younger Millennials look for natural/organic
                                                                  • Figure 34: Influential energy drink/shot attributes, by generations, January 2015
                                                              • Fathers and Mothers Heavy Users

                                                                • Fathers highest users, Mom usage tops men without children
                                                                  • Figure 35: Energy drink and shot usage, by parental status by gender (presence of children under 18 by gender), January 2015
                                                                  • Figure 36: Attitudes and behaviors toward energy drinks/shots - any agree, by parental status by gender (presence of children under 18 by gender), January 2015
                                                                  • Figure 37: Influential energy drink/shot attributes, by generations, January 2015
                                                                • Opportunity to reach out to mothers
                                                                • Key Drivers – Energy Drink and Shot Consumption

                                                                  • Income, employment, warehouse shopping drive energy drink consumption
                                                                    • Figure 38: Key drivers of drinking more or the same amount of energy drinks, January 2015
                                                                  • Advertising, purchase location drive energy shot consumption
                                                                    • Figure 39: Key drivers of drinking more or the same amount of energy shots, January 2015
                                                                • Mass Merchandisers Popular Retail Channel

                                                                  • One in five Millennials finds retail location an important purchase driver
                                                                    • Older Millennials prefer mass merchandisers
                                                                      • Figure 40: Energy drink/shot purchase location and preferred purchase location - any rank, by generation, January 2015
                                                                    • Mass merchandisers also top young Millennials’ preferences
                                                                      • Figure 41: Energy drink/shot purchase location and preferred purchase location - any rank, by generation, January 2015
                                                                  • Drinker Switching Behavior

                                                                    • Family/friends influence brand preference
                                                                      • Figure 42: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
                                                                    • Drinkers switch between leading brands
                                                                      • Figure 43: Energy drink and shot brands consumed, by energy drink and shot, December 2014
                                                                  • Advertising Influences on Brand Selection

                                                                    • 58% of Millennials are influenced by advertising
                                                                      • Figure 44: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
                                                                    • Consumer participation/interest in extreme and untraditional sports
                                                                      • Figure 45: Sports played/participated in the last 12 months, by energy drink, December 2014
                                                                      • Figure 46: Sports, any interest, by energy drink, December 2014
                                                                  • Users Want Regulation

                                                                    • The majority of users are still wary of ingredient safety
                                                                      • Figure 47: Attitudes and behaviors toward energy drinks/shots - any agree, by generation, January 2015
                                                                    • Safety not the reason for drinking less, not drinking
                                                                      • Figure 48: Energy drink/shots usage, by Attitudes and behaviors toward energy drinks/shots - any agree, January 2015
                                                                  • Natural Consumption

                                                                    • Users drink natural in addition to, rather than in place of, regular
                                                                      • Figure 49: Energy drink/shot usage, by energy drink/shot usage, January 2015
                                                                    • Older Millennials heaviest natural users
                                                                      • Figure 50: Energy drink/shot usage, by generation, January 2015
                                                                  • Important Attributes

                                                                    • Flavor most important attribute
                                                                      • Figure 51: Important attributes, by energy drink/shot, January 2015
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Sales data
                                                                        • Fan chart forecast
                                                                          • Consumer survey data
                                                                            • Abbreviations and terms
                                                                            • Appendix – Market

                                                                              • Energy drink segment sales
                                                                                • Figure 52: Total US retail sales and forecast of energy drinks, at current prices, 2009-19
                                                                                • Figure 53: Total US retail sales and forecast of energy drinks, at inflation-adjusted prices, 2009-19
                                                                              • Energy shot segment sales
                                                                                • Figure 54: Total US retail sales and forecast of energy shots, at current prices, 2009-19
                                                                                • Figure 55: Total US retail sales and forecast of energy shots, at inflation-adjusted prices, 2009-19
                                                                              • Retail outlet sales
                                                                                • Figure 56: Total US retail sales of energy drinks, by channel, at current prices, 2009-14
                                                                                • Figure 57: Total US retail sales of energy drinks, by channel, at current prices, 2012 and 2014
                                                                            • Appendix – Key Players

                                                                                • Figure 58: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                • Figure 59: MULO sales of energy drink shots, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                            • Appendix – Consumer

                                                                                • Figure 60: Energy drink usage, by demographics, by brand, December 2014
                                                                            • Appendix – Key Driver Analysis

                                                                                • Interpretation of results
                                                                                  • Figure 61: Key drivers of drinking more or the same amount of energy drinks – key driver output, January 2015
                                                                                  • Figure 62: Key drivers of drinking more or the same amount of energy shots – key driver output, January 2015
                                                                                • Methodology

                                                                                Companies Covered

                                                                                • Walmart Stores (USA)

                                                                                Energy Drinks - US - May 2015

                                                                                £3,174.67 (Excl.Tax)