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Energy Drinks - US - May 2018

Sales grew an estimated 5.6% in 2017, bringing the energy drink/shot market to $13.4 billion. Positive growth of 4-5% per year is forecast through 2022, when the market is expected to reach about $16.9 billion. The dominant energy drink segment, with 91% market share, has been driving market growth from 2012-17, and is projected to continue to do so. The smaller shot segment has struggled to stay relevant in the competitive beverage category.

This report looks at the following issues:

  • Many beverages that offer energy are available…and widely used 
  • Concerns related to ingredients, safety and sweetness limit consumption
  • Energy drinks often seen as “not for people like me” beyond 18-34 male demographic

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Steady growth seen in 2017 and forecast through 2022
          • Figure 1: Total US sales and fan chart forecast of energy drinks, at current prices, 2012-22
        • The issues
          • Many beverages that offer energy are available…and widely used
            • Figure 2: Other drinks used for energy other than energy drinks/shots, March 2018
          • Concerns related to ingredients, safety and sweetness limit consumption
            • Figure 3: Reasons did not purchase energy drinks and shots, March 2018
          • Energy drinks often seen as “not for people like me” beyond 18-34 male demographic
            • Figure 4: Energy drinks/shots are “not for people like me,” by age/gender, March 2018
          • The opportunities
            • 18-34-year-olds and parents are avid consumers who regularly use energy drinks
              • Figure 5: net consumption of energy drinks, for men, 18-34 year olds and parents, March 2018
            • Dads in particular are enthusiastic and regular energy drink consumers
              • Figure 6: Frequency of consumption of energy drinks, for 18-34 year olds, moms and dads, March 2018
            • Distinct reasons for drink/shot usage illuminate opportunities for differentiation
              • Figure 7: Reasons for usage, by type of product, March 2017
            • Interest is high in new flavors and drink recipes
              • Figure 8: interest in new flavors and drink recipes, for select demographics, March 2018
            • What it means
            • The Market – What You Need to Know

              • Growth remains positive, fairly stable in $13.4 billion market
                • Energy drink segment is largest and fastest growing
                  • Highly competitive landscape with many drink options for energy
                    • Concern with additives, sugar and safety continues to fuel innovation
                    • Market Size and Forecast

                      • 2017 growth approaches 6% in the $13.4 billion market
                        • Figure 9: Total US sales and fan chart forecast of energy drinks, at current prices, 2012-22
                        • Figure 10: Total US retail sales and forecast of energy drinks, at current prices, 2012-22
                    • Market Breakdown

                      • The top four brands control vast majority of the market
                        • Figure 11: market share of MULO channel sales of energy drinks and shots, for top four brands and other/private label brands, 2018
                      • Energy drinks dominates, accounting for majority of sales and growth
                        • Figure 12: Market share of energy drinks, by segment 2017
                        • Figure 13: Total US retail sales of energy drinks, by segment, at current prices, 2015 and 2017
                      • Segment growth trends forecast to continue through 2022
                        • Figure 14: Total US retail sales and forecast of carbonated soft drinks by segment, at current prices, 2016
                      • C-stores comprise largest retail channel, but “others” fastest growing
                        • Figure 15: Total US retail sales of energy drinks, by channel, at current prices, 2015 and 2017
                    • Market Perspective

                      • Consumers turn to a wide range of drinks for energy
                        • Figure 16: Other drinks used for energy other than energy drinks/ shots, March 2018
                      • Demand is high for BFY drinks with more natural, low sugar profiles
                        • Hybrid drinks notably tout BFY benefits and may inspire innovation
                          • RTD coffee and tea compete directly with energy drinks in c-stores
                            • Sports drinks are widely used for energy by men and women 18-34
                              • “Enhanced” sodas and refreshed diet soda brands also compete
                              • Market Factors

                                • Managing health, weight and energy in busy, on-the-go lifestyles
                                  • Positive macro-economic context underpins spending on energy drinks
                                    • Figure 17: Consumer confidence and unemployment, 2000-February 2018
                                  • 18-34-year-olds, key to market growth, are increasingly diverse
                                    • Figure 18: US population aged 18+, by age, 2013-23
                                    • Figure 19: Population by race and Hispanic origin, 2013-23
                                    • Figure 20: Distribution of population, by age race and Hispanic origin, 2018
                                • Key Players – What You Need to Know

                                  • Four largest players account for 95% of MULO sales
                                    • Monster confirms leading position in the market
                                      • Red Bull expands reach and Rockstar grows, but slowly
                                        • Smaller natural labels innovate in flavors and functionality
                                        • Brand Sales of Energy Drinks

                                          • Four largest suppliers account for 95% of MULO sales
                                            • Private label and “other suppliers” struggle to build share
                                              • Figure 21: Manufacturer sales of energy drinks, by leading companies, 2017 and 2018
                                          • What’s Working?

                                            • Energy drinks continue to grow sales
                                              • Monster expands its leading position in the energy drink segment
                                                • Monster Zero Energy Ultra stands out as strong performer
                                                  • Red Bull’s growth is more modest, but is innovating to expand reach
                                                    • Figure 22: Red Bull 2017 recap, 2018
                                                  • Smaller, specialized product lines drive Rockstar’s growth
                                                      • Figure 23: rockster God of War promotion, April 2018
                                                    • While growth slow for most “other suppliers,” a few make inroads
                                                      • Arizona RX Energy and V8 Fusion Plus Energy show growth
                                                        • Several other suppliers grow sales from 2017-18
                                                        • What’s Struggling?

                                                          • Brand recognition matters, private label and smaller brands struggle
                                                            • The energy shot segment continues to lose volume and share
                                                            • What’s Next?

                                                              • Premium, natural ingredients and flavors
                                                                • Natural energy and benefits, with ingredients from probiotics to propolis
                                                                • The Consumer – What You Need to Know

                                                                  • Males, those aged 18-34 and parents stand out as peak users
                                                                    • Usage of energy drinks twice that of shots
                                                                      • Supermarkets, c-stores and mass are top retail channels
                                                                        • Seeking “on the go” energy is key, but many other reasons cited
                                                                          • New flavor is key innovation, sought by four in ten
                                                                            • Brand allegiance is high, favoring leading suppliers
                                                                              • Barriers to usage include ingredients, sweetness and safety
                                                                              • Frequency of Consumption

                                                                                • Four in ten consume energy drinks
                                                                                  • Figure 24: Frequency of consumption of energy drinks and energy shots, March 2018
                                                                                • Those aged 18-34 are key energy drink/shot consumers
                                                                                  • Figure 25: Frequency of consumption of energy drinks, by age, March 2018
                                                                                • Males are more likely to be avid, frequent consumers
                                                                                  • Figure 26: Frequency of consumption of energy drinks, by gender, March 2018
                                                                                • Parents consume more energy drinks
                                                                                  • Figure 27: Frequency of consumption of energy drinks, by parental status, March 2018
                                                                                • Affluent consumers use energy drinks less often
                                                                                  • Figure 28: Frequency of consumption of energy drinks, by household income, March 2018
                                                                              • Type of Drink

                                                                                • Regular energy drinks remain most widely consumed
                                                                                  • Figure 29: Type of energy drink or shot, March 2018
                                                                                • Men show high use of a wide range, while women turn to natural drinks
                                                                                  • Figure 30: Type of energy drink or shot, by age and gender, March 2018
                                                                                • Upper-income consumers over-index for natural energy drinks
                                                                                  • Figure 31: Type of energy drink or shot, by household income, March 2018
                                                                                • Parents use a greater number and range of energy drinks/shots
                                                                                  • Figure 32: Type of energy drink or shot, by parental status, March 2018
                                                                                • Non-Hispanics over-index for regular drinks, Hispanics for natural shots
                                                                                  • Figure 33: Type of energy drink or shot, by Hispanic status, March 2018
                                                                              • Retailer Used

                                                                                • Energy drinks purchased at wide range of retailers
                                                                                  • Figure 34: Retailers used to purchase energy drinks/shots, march 2018
                                                                                • Men 18-34 most likely to consume energy drinks at bars, restaurants
                                                                                  • Figure 35: Retailers used to purchase energy drinks/shots, by age/gender, march 2018
                                                                                • Income shapes retailers favored for energy drink/shot purchase
                                                                                  • Figure 36: Retailers used to purchase energy drinks/shots, by household income, march 2018
                                                                                • Parents shop more at mass merchandisers, club stores, internet retailers
                                                                                  • Figure 37: Retailers used to purchase energy drinks/shots, by parental status, march 2018
                                                                              • Reasons for Usage

                                                                                • Energy “on the go” is the top reason for usage
                                                                                  • Figure 38: Reasons for usage of energy drink/energy shot, March 2017
                                                                                • Taste and refreshment important for drinks, functional benefits for shots
                                                                                  • Figure 39: Reasons for usage, by type of product, March 2017
                                                                                  • Figure 40: Reasons for usage of energy drink, by type of drink/shot, March 2018
                                                                                • Correspondence analysis shows how reason can shape product choice
                                                                                  • Figure 41: Correspondence analysis – Motivations for drinking, March 2018
                                                                                • Those 25-34 cite range of functional benefits to energy drink/shot usage
                                                                                  • Figure 42: Reasons for usage of energy drink or shot, by age, March 2018
                                                                                • impacts reasons for usage
                                                                                  • Figure 43: Reasons for usage of energy shots, by gender, March 2018
                                                                                • Lower income users turn to energy drinks for wide range of reasons
                                                                                  • Figure 44: Reasons for usage of energy drink, by household income, March 2018
                                                                                • Parents’ many reasons for consumption supports their engagement
                                                                                  • Figure 45: Reasons for usage of energy drink, by parental status, March 2018
                                                                                • Hispanic origin shapes reason for consumption
                                                                                  • Figure 46: Reasons for usage of energy drink, by Hispanic origin, March 2018
                                                                              • Attitudes and Interests Related to Energy Drinks/Shots

                                                                                • High interest in new flavors and frequent impulse buys
                                                                                    • Figure 47: attitudes related to energy drinks and shots, March 2018
                                                                                  • Men more likely to report routine usage and stock up on drinks
                                                                                    • Figure 48: attitudes related to energy drinks and shots, by gender, March 2018
                                                                                  • Impulse buys are widespread among 18-24-year-olds
                                                                                    • Figure 49: attitudes related to energy drinks and shots, by age, March 2018
                                                                                  • Parents more likely to be routine energy drink users
                                                                                    • Figure 50: attitudes related to energy drinks and shots, by parental status, March 2018
                                                                                  • Hispanics buy more on impulse, less interested in brand and new flavors
                                                                                    • Figure 51: attitudes related to energy drinks and shots, by Hispanic origin, March 2018
                                                                                • Behaviors and Preferences in Energy Drinks/shots

                                                                                  • About half stick with familiar brands and flavors
                                                                                    • Figure 52: Behaviors and interests related to energy drinks and shots, March 2018
                                                                                  • Age and gender shape a number of behaviors
                                                                                    • Figure 53: Behaviors and interests related to energy drinks and shots, by age and gender, March 2018
                                                                                  • Affluent users are more likely to consider type of sweetener
                                                                                    • Figure 54: Behaviors and interests related to energy drinks and shots, by household income, March 2018
                                                                                  • Parents use different flavors and are attentive to sweeteners
                                                                                    • Figure 55: Behaviors and interests related to energy drinks and shots, by parental status, March 2018
                                                                                  • Hispanics show less concern with brand and sweeteners
                                                                                    • Figure 56: Behaviors and interests related to energy drinks and shots, by hispanic origin, March 2018
                                                                                • Attitudes Limiting Usage of Energy Drinks and Shots

                                                                                  • Attitudes suggest challenges, opportunities for market
                                                                                    • Figure 57: Reasons did not purchase energy drinks and shots, March 2018
                                                                                  • Sweetness, flavors and ingredients limit usage of 18-34-year-old females
                                                                                    • Figure 58: Reasons did not purchase energy drinks and shots, by age/gender, Part i, March 2018
                                                                                    • Figure 59: Reasons did not purchase energy drinks and shots, by age/gender, part ii, March 2018
                                                                                  • Income shapes concern with artificial ingredients
                                                                                    • Figure 60: Reasons did not purchase energy drinks and shots, by household income, March 2018
                                                                                  • Non-parents are more likely to find drinks “aren’t for people like them”
                                                                                    • Figure 61: Reasons did not purchase energy drinks and shots, by parental status, March 2018
                                                                                • Alternatives to Energy Drinks/shots

                                                                                  • Coffee tops long list of other beverages used for energy
                                                                                    • Figure 62: Other drinks used for energy other than energy drinks/ shots, March 2018
                                                                                  • 18-34-year-olds show high usage of beverages beyond coffee, tea, CSDs
                                                                                    • Figure 63: Other drinks used for energy other than energy drinks/shots, by gender/age, Part I, March 2018
                                                                                    • Figure 64: Other drinks used for energy other than energy drinks/shots, by gender/age, Part II, March 2018
                                                                                  • Parents use greater number, range of alternative drinks
                                                                                    • Figure 65: Other drinks used for energy other than energy drinks/shots, by parental status, March 2018
                                                                                  • Hispanics show somewhat higher usage of coffee, tea and sports drinks
                                                                                    • Figure 66: Other drinks used for energy other than energy drinks/ shots, by Hispanic origin, March 2018
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Fan chart forecast
                                                                                        • Consumer survey data
                                                                                          • Direct marketing creative
                                                                                            • Methodology – Correspondence analysis
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                • Appendix – Market

                                                                                                    • Figure 67: Total US sales and forecast of energy drinks/shots, at inflation-adjusted prices, 2012-22
                                                                                                    • Figure 68: Total US sales and forecast of energy drinks, at current prices, 2012-22
                                                                                                    • Figure 69: Total US sales and forecast of energy drinks, at inflation-adjusted prices, 2012-22
                                                                                                    • Figure 70: Total US sales and forecast of energy shots, at current prices, 2012-22
                                                                                                    • Figure 71: Total US sales and forecast of energy shots, at inflation-adjusted prices, 2012-22
                                                                                                    • Figure 72: Total US retail sales of energy drinks, by retail channel, at current prices, 2012-27
                                                                                                • Appendix – Key Players

                                                                                                    • Figure 73: MULO sales of energy drinks by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                                    • Figure 74: MULO sales energy shots by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                                • Appendix – Consumer

                                                                                                    • figure 75: teen consumption of energy drinks/shots, by age, any consumption, Spring 2017
                                                                                                  • figure 76: teen consumption of energy drinks vs. shots, by age, spring 2017
                                                                                                    • figure 76: teen consumption of energy drinks vs. shots, by age, spring 2017
                                                                                                  • figure 77: teen consumption of energy drinks/shots, by age and number of drinks last thirty days, Spring 2017
                                                                                                    • figure 77: teen consumption of energy drinks/shots, by age and number of drinks last thirty days, Spring 2017

                                                                                                Energy Drinks - US - May 2018

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