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Description

Description

"The energy drink market has enjoyed consistent year-over-year growth even through the previous recession, because the beverages offer a simple, easy-to-understand value proposition: they are a tasty, convenient source of energy. The market is not immune to the impact of COVID-19; shelter-in-place orders are highly detrimental for products like energy drinks that tend to be impulse, one-off purchases. Even after shelter-in-place orders are lifted, widespread unemployment could hinder overall category growth. However, energy drink users tend to be category loyalists and will keep the market strong. Big energy drink brands can leverage trade spend appeal to value-conscious category buyers. Product innovation will remain important even during a recession, and the launch of Coca-Cola Energy suggests new consumers can be motivated to enter the market via familiar flavors and a brand consumers trust, but brands must always focus on delivering energy to consumers."

- Caleb Bryant, Associate Director - Food & Drink

This Report looks at the following areas: 

  • How the COVID-19 pandemic will lead to a slight slowdown in energy drink sales
  • How a recession will negatively impact the market
  • The negative perception of energy drinks among non-users
  • Falling sales of energy shots

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Figure 1: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2014-24
            • Impact of COVID-19 on energy drinks and energy shots
              • Figure 2: Short-, medium- and long-term impact of COVID-19 on energy drinks and energy shots, April 2020
            • Top takeaways
              • The issues
                • Negative perceptions of energy drinks linger
                  • Figure 3: Reasons for not drinking energy drinks, by age and gender, February 2020
                • Energy drinks are not essential for medium- and low-frequency consumers
                  • Figure 4: Energy drink attitudes, by energy drink consumption frequency, February 2020
                • The opportunities
                  • Fitness energy drinks capture high-frequency consumers’ interest
                    • Figure 5: Benefits of fitness energy drinks over traditional energy drinks, by energy drink consumption frequency, February 2020
                  • Big beverage companies can lift the market higher
                  • The Impact of COVID-19 on Energy Drinks

                      • Figure 6: Short, medium and long term impact of COVID-19 on energy drinks and energy shots, May 2020
                    • Opportunities and Threats
                      • Impulsive nature and limited needstate will hinder energy drink sales
                        • Figure 7: Energy Drink attitudes and Behaviors, February 2020
                      • Interplay between Budget and Convenience will shape the market
                        • Impact of COVID-19 on the energy drink market
                          • The sales streak will slow, but rebound
                            • Figure 8: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2014-24
                          • How the crisis will affect energy drinks’ key consumer segments
                            • Younger men define the energy drink market
                              • Figure 9: Unemployment rates by age and gender, October 2019-April 2020, seasonally adjusted
                            • How a COVID-19 recession will reshape the energy drinks industry
                              • A look in the rear view mirror suggests slowed sales followed by rebound
                                • Figure 8: US retail sales of energy drinks and shots, at current prices, 2008-12
                              • COVID-19: US context
                              • The Market – What You Need to Know

                                • Strong sales will be tempered by COVID-19
                                  • Energy drink brands face strong competition
                                    • Energy drinks can benefit from gaming’s growth
                                    • Market Size and Forecast

                                        • Market growth continues
                                          • Figure 10: Total US retail sales and forecast of energy drinks and shots, at current prices, 2014-24
                                      • Market Breakdown

                                        • Drinks dominate, shots stagnate
                                          • Figure 11: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2014-24
                                      • Market Perspective

                                        • RTD coffee innovates, bringing new threats to energy drinks
                                          • Line between energy drinks and performance drinks blurs entirely
                                          • Market Factors

                                            • US unemployment reaches record highs
                                              • Figure 12: Monthly unemployment rate, May 2020
                                            • Growing gaming industry offers new opportunities
                                              • Figure 13: Gaming revenue, global vs US, 2015-19
                                          • Key Players – What You Need to Know

                                            • The largest beverage companies break into energy drinks
                                              • Fitness drinks thriving, yet in a capped space
                                                • Shots struggles persist
                                                • Company and Brand Sales of Energy Drinks and Energy Shots

                                                  • The big brands reign supreme; beverage giants look to gain a share of the market
                                                    • Figure 14: Multi-outlet sales of energy drinks and shots, by leading companies, rolling 52 weeks 2019 and 2020
                                                • What’s Working

                                                  • Coca-Cola Energy could be a game-changing product
                                                    • Figure 15: Purchase intent score – Coca-Cola Energy vs all energy drinks, launched January 2017 to March 2020
                                                    • Figure 16: Purchase patterns – Coca-Cola Energy vs all energy drinks, launched January 2017 to March 2020
                                                    • Figure 17: Attribute scores – Coca-Cola Energy vs all energy drinks, launched January 2017 to March 2020
                                                  • Energy drinks go healthy at the expense of clean labels
                                                    • Figure 18: Energy drink product claims by year, 2016-2019
                                                  • Fitness drinks thrive but face skepticism among general consumers
                                                      • Figure 19: Purchase intent score – fitness energy drinks vs all energy drinks, launched January 2017 to March 2020
                                                      • Figure 20: Attribute scores – fitness energy drinks vs all energy drinks, launched January 2017 to March 2020
                                                    • Feel the burn
                                                    • What’s Struggling

                                                      • Traditional energy shots are dead but the shot format lives on
                                                      • What’s Next

                                                        • New energy drinks satisfy consumer drivers
                                                          • Mintel Trend Drivers and Pillars
                                                            • Energy drinks to watch
                                                              • Eboost
                                                                • Trend Drivers: Wellbeing, Experience and Value
                                                                • The Consumer – What You Need to Know

                                                                  • A relatively small but dedicated consumer base
                                                                    • Energy drinks face high hurdles attracting new consumers
                                                                      • Category users have positive perceptions of fitness energy drinks
                                                                        • Consumers lack caffeine knowledge
                                                                        • Energy Drink Consumption

                                                                          • More than half of consumers don’t drink energy drinks
                                                                            • Figure 21: Energy drink consumption, February 2020
                                                                            • Figure 22: Energy drink consumption, by gender and age, February 2020
                                                                          • Fitness energy drinks are appealing to more casual energy drink consumers
                                                                            • Figure 23: Energy drink consumption by consumption frequency, February 2020
                                                                        • Energy Drink Consumption Frequency

                                                                          • Young men continue to drive most of the market
                                                                            • Figure 24: Energy drink consumption frequency, February 2020
                                                                            • Figure 25: Energy drink consumption frequency, by gender and age, February 2020
                                                                        • Reasons for Not Drinking Energy Drinks

                                                                          • Taste and caffeine concerns keep consumers out of the market
                                                                            • Figure 26: Reasons for not drinking energy drinks, February 2020
                                                                            • Figure 27: Reasons for not drinking energy drinks, by age and gender, February 2020
                                                                        • Change in Energy Drink Consumption

                                                                          • Fitness energy drinks experience the highest uptick in consumption
                                                                            • Figure 28: Changes in energy drink consumption, February 2020
                                                                        • Reasons for Buying Fitness Energy Drinks

                                                                          • Fitness energy drinks garner high praise, but will it last?
                                                                            • Figure 29: Benefits of fitness energy drinks over traditional energy drinks, February 2020
                                                                            • Figure 30: Benefits of fitness energy drinks over traditional energy drinks, by gender and age, February 2020
                                                                          • Fitness energy drinks tick all the right boxes for high-frequency drinkers
                                                                            • Figure 31: Benefits of fitness energy drinks over traditional energy drinks, by energy drink consumption frequency, February 2020
                                                                        • Ideal Energy Drink: Packaging Size

                                                                          • Large format packaging can provide high frequency consumers value
                                                                            • Figure 32: Ideal energy drink packaging size, February 2020
                                                                            • Figure 33: Ideal energy drink packaging size, by energy drink consumption frequency, February 2020
                                                                        • Ideal Energy Drink: Caffeine Content

                                                                          • Stated interest in caffeine does not align with market trends
                                                                            • Figure 34: Ideal energy drink caffeine content, February 2020
                                                                            • Figure 35: Ideal energy drink caffeine content, February 2020
                                                                        • Ideal Energy Drink: Benefits

                                                                          • Consumers want a highly functional energy drink
                                                                            • Figure 36: Ideal energy drink additional benefits, February 2020
                                                                            • Figure 37: TURF analysis – ideal energy drink additional benefits, February 2020
                                                                            • Figure 38: Ideal energy drink additional benefits, by energy drink type, February 2020
                                                                          • A heart-healthy, probiotic energy drink is a whitespace opportunity
                                                                            • Figure 39: Ideal energy drink additional benefits, by age, gender and energy drink consumption frequency, February 2020
                                                                        • Energy Drink Attitudes

                                                                          • One-off purchases hinders category growth
                                                                            • Figure 40: Energy drink attitudes, February 2020
                                                                            • Figure 41: Energy drink attitudes, by energy drink consumption frequency, February 2020
                                                                          • Energy drinks are a utility beverage for Gen Z
                                                                            • Figure 42: Energy drink attitudes, by generation, February 2020
                                                                        • Appendix – Data Sources and Abbreviations

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

                                                                                        • Figure 43: Total US retail sales and forecast of energy drinks at inflation-adjusted prices, 2014-24
                                                                                        • Figure 44: Total US retail sales and forecast of energy shots at inflation-adjusted prices, 2014-24
                                                                                    • Appendix – Retail Channels

                                                                                        • Figure 45: Total US retail sales of energy drinks and shots, by channel, at current prices, 2014-19
                                                                                        • Figure 46: Total US retail sales of energy drinks and shots, by channel, at current prices, 2017 and 2019
                                                                                    • Appendix – Key Players

                                                                                        • Figure 47: Multi-outlet sales of energy drinks, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                        • Figure 48: Multi-outlet sales of energy shots, by leading companies and brands, rolling 52 weeks 2019 and 2020

                                                                                    About the report

                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                    • The Consumer

                                                                                      What They Want. Why They Want It.

                                                                                    • The Competitors

                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                    • The Market

                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                    • The Innovations

                                                                                      New Ideas. New Products. New Potential.

                                                                                    • The Opportunities

                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                    • The Trends

                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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