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Energy Drinks - US - May 2016

"Total retail sales of energy drinks and shots posted estimated gains in 2015, thanks to the success seen in the energy drink segment. Total category sales are expected to continue upward as consumers search for functional drinks that meet their energy needs."
- Elizabeth Sisel, Beverage Analyst

This report discusses the following key topics:

  • Energy shot sales continue to struggle
  • Consumers drink energy drinks/shots on occasion
  • Safety concerns still present

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.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Energy shot sales continue to struggle
            • Figure 1: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2010-20
          • Consumers drink energy drinks/shots on occasion
            • Figure 2: Energy drinks and shots drinking occasion – Activity and occasion, February 2016
          • Safety concerns still present
            • Figure 3: Energy drink and energy shot attitudes – Safety concerns, February 2016
          • Energizing products available across food and drink categories
            • Figure 4: Food and drink products launched with the product description of “energy” with word variants, rolling year March 30, 2016
          • The opportunities
            • More consumers drinking, drinking more
              • Figure 5: Energy drink and shot consumption, trended January 2015 to February 2016
            • Increase consumption through usage occasions
              • Figure 6: Energy drinks and shots drinking occasion – Activity, February 2016
            • Interest in bulk offerings
              • Figure 7: Energy drink behaviors – Behaviors toward bulk energy drinks, February 2016
            • Niche innovation opportunity with premiumization, health
              • Figure 8: Energy drink and energy shot attitudes – Innovation, February 2016
            • What it means
            • The Market – What You Need to Know

              • Category sees continued growth
                • Energy drinks dominate category
                  • Availability for functional energy across food and drink markets
                    • Millennials, Hispanic consumers help drive growth
                    • Market Size and Forecast

                      • Category sees continued growth
                        • Figure 9: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2010-20
                        • Figure 10: Total US retail sales and forecast of energy drinks and shots, at current prices, 2010-20
                        • Figure 11: Total US retail sales and forecast of energy drinks and shots, at inflation-adjusted prices, 2010-20
                    • Market Breakdown

                      • Energy drinks dominate category
                        • Figure 12: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2010-20
                      • Energy drinks experience steady growth, energy shots stall
                        • Figure 13: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2010-20
                      • All channels experience sales gains from 2013-15
                        • Figure 14: Total US retail sales of energy drinks and shots, by channel, at current prices, 2013 and 2015
                      • Natural channel see growth
                        • Figure 15: Natural supermarket sales of energy drinks and other functional beverages, at current prices, rolling 52-weeks Feb. 2014-Feb. 2016
                    • Market Perspective

                      • Energizing products available across food and drink categories
                        • Figure 16: Food and drink products launched with the product description of “energy” with word variants, rolling year March 30, 2016
                      • Energy drink/shot consumers also drink sports and nutritional drinks
                        • Figure 17: Sports and nutritional drink consumption – Any consumption, by energy drink and shot consumption – Any consumption, February 2016
                      • Consumers drink multiple energy drink and shot brands
                          • Figure 18: Energy drink and shot consumption – Sole and primary drinkers, by brand, December 2015
                      • Market Factors

                        • Energy drinks and shots in the media
                          • Millennial population has positive growth
                            • Figure 19: Population by generation, 2011-21
                          • Hispanic population growing
                            • Figure 20: Population by Hispanic origin, 2011-21
                          • Overlap between Millennials, acculturated Hispanics, and parents
                            • Millennials as parents
                              • Figure 21: Households with own children, by age of householder, 2013
                            • Hispanics as parents
                              • Figure 22: Households with own children, by Hispanic origin of householder, 2013
                            • Hispanics as Millennials
                              • Figure 23: Generations, by Hispanic origin, 2016
                          • Key Players – What You Need to Know

                            • Leading companies experience healthy sales gains
                              • Energy drink brands see MULO sales growth
                                • Private label energy drinks, 5-hour ENERGY shots continue to decline
                                  • Category innovates with flavors, natural/organics, functionality
                                  • MULO Sales of Energy Drinks and Shots

                                    • Leading energy drink companies continue to dominate, grow
                                      • Manufacturer sales of energy drinks and shots
                                        • Figure 24: MULO sales of energy drinks, by leading companies, rolling 52-weeks 2015 and 2016
                                    • What’s Working?

                                      • Leading energy drink brands see MULO sales growth
                                        • Red Bull
                                          • Figure 25: Red Bull energy drink consumption, trended 2011-15
                                        • Monster
                                          • Figure 26: Monster Energy energy drink consumption, trended 2011-15
                                        • Rockstar
                                          • Figure 27: Rockstar energy drink consumption, trended 2011-15
                                        • Private label shots experience turn around
                                          • Figure 28: MULO sales of energy drink shots, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                      • What’s Struggling?

                                        • Private label energy drinks continue to decline
                                          • Energy shot sales decline, reflective of 5-hour ENERGY struggles
                                              • Figure 29: 5-hour ENERGY shot consumption, trended 2011-15
                                          • What’s Next?

                                            • Energy drinks innovate with new flavors, step closer to premiumization
                                              • Natural and organic energy gain traction
                                                • Opportunities for more functionality
                                                  • Connecting through new channels and partnerships
                                                  • The Consumer – What You Need to Know

                                                    • Cross-consumption between natural and regular energy drink/shot types
                                                      • More consumers drinking, drinking more
                                                        • Older Millennials drive energy drink and energy shot growth
                                                          • Parents heavy energy drink/shot consumers
                                                            • Fathers, mothers target energy drink/shot consumers
                                                              • Hispanics over index for energy/shot consumption
                                                                • Morning, afternoon most popular times for consumption
                                                                  • Before exercise, as occasional pick-me-up most popular ways to drink
                                                                    • Opportunity to reach drinkers through interests, activities
                                                                      • Mass merchandisers leading purchase location for energy drinks/shots
                                                                        • Flavor more important in energy drink selection
                                                                          • Flavor, effectiveness equally important to energy shot purchases
                                                                            • One in five purchase single-serve more often than bulk
                                                                              • Interest in all-natural/niche innovation, safety concerns persist
                                                                              • Energy Drink and Energy Shot Cross-consumption

                                                                                • Cross-consumption between natural and regular energy drink/shot types
                                                                                  • Figure 30: Energy drink and shot consumption – Any consumption, by energy drink and shot consumption – Any consumption, February 2016
                                                                              • Awareness on the Rise

                                                                                • More consumers drinking, drinking more
                                                                                  • Figure 31: Energy drink and shot consumption, trended January 2015 to February 2016
                                                                                  • Figure 32: Energy drink and shot volume consumption, by # of drinks in the last 30 days, December 2015
                                                                              • Core Consumers – Generation

                                                                                • Older Millennials heaviest energy drink consumers
                                                                                    • Figure 33: Non-alcoholic beverage consumption – Energy drinks, by generation, November 2015
                                                                                  • Older Millennials drive energy drink and energy shot growth
                                                                                      • Figure 34: Energy drink and shot consumption – More/same/less, by iGeneration and Millennials, February 2016
                                                                                    • Little change with Gen X, Baby Boomers drinking habits
                                                                                        • Figure 35: Energy drink and shot consumption – More/same/less, by Generation X and Baby Boomers, February 2016
                                                                                    • Core Consumers – Presence of Children

                                                                                      • Parents heavy energy drink consumers
                                                                                          • Figure 36: Non-alcoholic beverage consumption – Energy drinks, by parental status, November 2015
                                                                                        • Parent consumption increases, slight growth among non-parents
                                                                                            • Figure 37: Energy drink and shot consumption – More/same/less, by parental status, February 2016
                                                                                        • Core Consumers – Gender and Parental Status

                                                                                          • Fathers, mothers target energy drink consumers
                                                                                              • Figure 38: Non-alcoholic beverage consumption – Energy drinks, by gender and parental status, November 2015
                                                                                            • Fathers are key audience
                                                                                                • Figure 39: Energy drink and shot consumption – More/same/less, by men and parental status, February 2016
                                                                                              • Energy drink/shot growth with mothers
                                                                                                  • Figure 40: Energy drink and shot consumption – More/same/less, by women and parental status, February 2016
                                                                                              • Core Consumers – Race and Hispanic Origin

                                                                                                • Hispanics over index for energy drink consumption
                                                                                                  • Figure 41: Non-alcoholic beverage consumption – Energy drinks, by race and Hispanic origin, November 2015
                                                                                                • Hispanics most likely to increase energy drink/shot consumption
                                                                                                    • Figure 42: Energy drink and shot consumption – More/same/less, by Hispanic origin, February 2016
                                                                                                • Daypart

                                                                                                  • Morning, afternoon most popular for energy drink/shot consumption
                                                                                                    • Figure 43: Energy drinks and shots drinking occasion – Day part, February 2016
                                                                                                • Drinking Occasions

                                                                                                  • Before exercise, as occasional pick-me-up most popular ways to drink
                                                                                                    • Figure 44: Energy drinks and shots drinking occasion – Activity and occasion, February 2016
                                                                                                  • Millennials over index at usage activities and occasions
                                                                                                    • Energy drinks/shots part of Older Millennials routine
                                                                                                      • Figure 45: Energy drinks and shots drinking occasion – Activity and occasion, by generation, February 2016
                                                                                                    • Opportunity to appeal to mothers through activities and occasions
                                                                                                      • Figure 46: Energy drinks and shots drinking occasion – Activity and occasion, by women and parental status, February 2016
                                                                                                    • Consumers drink energy drinks between meals
                                                                                                      • Figure 47: Energy drink behaviors – Consumption with/without a meal February 2016
                                                                                                  • Lifestyle Interests

                                                                                                    • Opportunity to reach drinkers through popular activities
                                                                                                      • Figure 48: Activities/sports played or performed in the past 12 months, by energy drink and shot consumers, December 2014-15
                                                                                                    • Appealing to top interest of drinkers
                                                                                                      • Figure 49: Consumer interest in sports/activities – Part 1, by energy drink and shot consumers, December 2014-15
                                                                                                    • Room to connect with consumers through at-home hobbies, activities
                                                                                                      • Figure 50: Activities/sports played or performed in the past 12 months –Part 1, by energy drink and shot consumers, December 2014-15
                                                                                                  • Purchase Location

                                                                                                    • Mass merchandisers leading purchase location for energy drinks/shots
                                                                                                      • Figure 51: Energy drinks and shots purchase location, February 2016
                                                                                                    • Older Millennials purchase at a variety of outlets
                                                                                                      • Older consumers purchase at limited retail locations
                                                                                                        • Figure 52: Energy drinks and shots purchase location, by generation, February 2016
                                                                                                    • Important Energy Drink Attributes

                                                                                                      • Flavor more important than price
                                                                                                        • Figure 53: Energy drinks purchasing factors, February 2016
                                                                                                    • Important Energy Shot Attributes

                                                                                                      • Flavor, effectiveness equally important to energy shot purchases
                                                                                                        • Figure 54: Energy shots purchasing factors, February 2016
                                                                                                    • Bulk and Single-serve Energy Drink Preferences

                                                                                                      • 23% purchase single-serve more often than bulk
                                                                                                        • Figure 55: Energy drink behaviors – Behaviors toward single-serve energy drinks, February 2016
                                                                                                      • Millennials purchase single-serve energy drinks
                                                                                                        • Reaching mothers and non-mothers through bulk and single-serve
                                                                                                          • Availability, price savings encourage bulk purchases
                                                                                                            • Figure 56: Energy drink behaviors – Behaviors toward bulk energy drinks, February 2016
                                                                                                          • Older Millennials drive bulk purchases
                                                                                                            • Figure 57: Energy drink behaviors – Behaviors toward bulk energy drinks, by generation, February 2016
                                                                                                        • Attitudes toward Energy Drinks and Energy Shots

                                                                                                          • Growing interest in natural
                                                                                                            • Figure 58: Energy drink and energy shot attitudes – All natural energy drinks/shots, February 2016
                                                                                                          • Safety concerns still present
                                                                                                            • Figure 59: Energy drink and energy shot attitudes – Safety concerns, February 2016
                                                                                                          • Total consumers not yet on board with age, gender specific products
                                                                                                            • Figure 60: Energy drink and energy shot attitudes – Gender/age specific, February 2016
                                                                                                          • Innovation opportunity with premiumized offerings
                                                                                                            • Interest in added health benefits
                                                                                                              • Figure 61: Energy drink and energy shot attitudes – Innovation, February 2016
                                                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                                                              • Figure 62: Total US retail sales and forecast of energy drinks, at current prices, 2010-20
                                                                                                                              • Figure 63: Total US retail sales and forecast of energy drinks, at inflation-adjusted prices, 2010-20
                                                                                                                              • Figure 64: Total US retail sales and forecast of energy shots, at current prices, 2010-20
                                                                                                                              • Figure 65: Total US retail sales and forecast of energy shots, at inflation-adjusted prices, 2010-20
                                                                                                                              • Figure 66: Total US supermarket sales of energy drinks and shots, at current prices, 2010-15
                                                                                                                              • Figure 67: Total US convenience store sales of energy drinks and shots, at current prices, 2010-15
                                                                                                                              • Figure 68: Total US drugstore sales of energy drinks and shots, at current prices, 2010-15
                                                                                                                              • Figure 69: Total US sales of energy drinks and shots sales through other retail channels, at current prices, 2010-15
                                                                                                                          • Appendix – Key Players

                                                                                                                              • Figure 70: MULO sales of energy drinks, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                                                                              • Figure 71: MULO sales of energy drink shots, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                                                                          • Appendix – Consumer

                                                                                                                              • Figure 72: Energy drink and/or shot consumption, by total demographic consumption, by brand, December 2015
                                                                                                                              • Figure 73: Energy drink and/or shot consumption, by total brand consumption, by demographics, December 2015
                                                                                                                              • Figure 74: Energy drink and/or shot consumption – Past 30 days. by demographics, December 2015
                                                                                                                              • Figure 75: Activities/sports played or performed in the past 12 months, by energy drink and shot consumers, December 2015
                                                                                                                              • Figure 76: Consumer interest in sports/activities, by energy drink and shot consumers, December 2015
                                                                                                                              • Figure 77: Activities performed, by energy drink and energy shot consumers, December 2015
                                                                                                                          • Appendix – Beverage Blurring

                                                                                                                              • Figure 78: Non-alcoholic beverage consumption – Energy drinks, by demographics, November 2015

                                                                                                                          Companies Covered

                                                                                                                          • Walmart Stores (USA)

                                                                                                                          Energy Drinks - US - May 2016

                                                                                                                          £3,174.67 (Excl.Tax)