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Energy Drinks - US - May 2019

Covered in this report

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 market remains an area of growth within the wider beverage industry thanks to large base of high frequency drinkers and increased energy needs among Americans. Sugar-free and fitness-focused energy drinks are thriving as consumers want beverages that provide a big boost without the sugar. Energy drink brands have enjoyed fairly consistent year-over-year growth; however, waning interest in energy drinks among Gen Z is a long-term issue brands need to address."
- Caleb Bryant, Senior Beverage Analyst

This Report looks at the following areas:

  • Energy drinks have a Gen Z problem
  • High frequency users are loyal to the market not brands
  • Consumers are finding energy drinks that suit their needs
  • High frequency drinkers want high energy beverages
  • Promote both body and brain health

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2013-23
        • The issues
          • Energy drinks have a Gen Z problem
            • Figure 2: Energy drink consumption frequency and change in consumption, February 2019
          • High frequency users are loyal to the market not brands
            • Figure 3: Energy drink attitudes, by energy drink consumption frequency, February 2019
          • The opportunities
            • Consumers are finding energy drinks that suit their needs
              • Figure 4: Reasons for drinking energy drinks more often, February 2019
            • High frequency drinkers want high energy beverages
              • Figure 5: Energy drink purchase motivators, by energy drink consumption frequency, February 2019
            • Promote both body and brain health
              • Figure 6: Energy drink purchase motivators, by consumers who drink energy drinks before working out, February 2019
            • What it means
            • The Market – What You Need to Know

              • Future growth driven by traditional energy drinks
                • Busy lifestyles benefit energy drink brands
                • Market Size and Forecast

                  • Continued growth of energy drinks market
                    • Figure 7: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2013-23
                    • Figure 8: Total US retail sales and forecast of energy drinks and shots, at current prices, 2013-23
                • Market Breakdown

                  • Strong performance for drinks; shots stagnate
                    • Figure 9: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2013-23
                    • Figure 10: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2013-23
                • Market Factors

                  • Americans are working hard
                    • Figure 11: Average hours spent per day, working and work-related activities, among those who participate in activity, among Americans aged 15+, not seasonally adjusted, 2008-17
                    • Figure 12: Average hours spent per day, homework and research, among those who participate in activity, among Americans aged 15+, not seasonally adjusted, 2008-17
                  • Gen Z and Millennials are entering new life stages
                  • Key Players – What You Need to Know

                    • Top trending energy drinks promote fitness and high caffeine content
                      • Strong differentiation is necessary for natural energy drinks
                      • Company and Brand Sales of Energy Drinks and Energy Shots

                        • Major brands enjoy growth
                          • Figure 13: Multi-outlet sales of energy drinks, by leading companies and brands, rolling 52 weeks 2018 and 2019
                          • Figure 14: Multi-outlet sales of energy shots, by leading companies and brands, rolling 52 weeks 2018 and 2019
                      • What’s Working?

                        • Sugar-free energy drink sales soar
                          • Red Bull excites loyalists with new flavors
                            • Bang blasts away the competition
                              • New crop of energy drink brands focuses on fitness
                              • What’s Struggling?

                                • Natural energy drinks struggle to rise above the noise
                                  • Gen Z’s love for iced coffee is an issue for energy drink brands
                                    • Figure 15: Away from home coffee consumption, any order, May 2018
                                  • Competing categories launch other energy-providing beverages
                                    • Starbucks launches an energy drink…sort of
                                      • Game on with Game Fuel
                                      • What’s Next?

                                        • Coke puts Monster in an awkward situation
                                          • Will Monster “Reign” on Bang’s parade?
                                            • Cognitive boost without the energy
                                            • The Consumer – What You Need to Know

                                              • A small but fervent consumer base
                                                • Market growth is attributed to high frequency use consumers
                                                  • Concerns over energy drink healthfulness remain
                                                    • Flavor development keeps consumers engaged
                                                    • Beverage Consumption

                                                      • It’s a young person’s market
                                                        • Figure 16: Beverage consumption, February 2019
                                                        • Figure 17: Beverage consumption, by gender and age, February 2019
                                                        • Figure 18: Beverage consumption, by generation, February 2019
                                                      • High use consumers have high energy needs
                                                        • Figure 19: Beverage consumption, by energy drink consumption frequency, February 2019
                                                      • Energy drink consumers get a boost from a variety of beverages
                                                        • Figure 20: Beverage cross-utilization, February 2019
                                                        • Figure 21: Beverage cross-utilization, February 2019
                                                    • Perceptions of Energy-providing Drinks Among Users

                                                      • Energy drinks face competition from coffee
                                                        • Figure 22: Perceptions of energy providing drinks, among drink users, February 2019
                                                      • High frequency drinkers drive positive perception of energy drinks
                                                        • Figure 23: Energy drink perception, by energy drink consumption frequency, February 2019
                                                    • Energy Drink Consumption Frequency

                                                      • Energy drink consumers are high frequency drinkers
                                                        • Figure 24: Energy drink consumption frequency, February 2019
                                                      • Millennial men drive much of the energy drink market
                                                        • Figure 25: Energy drink consumption frequency, by gender and by generation, February 2019
                                                    • Energy Drink Caffeine Content Consumption

                                                      • Many consumers are in the dark around energy drink caffeine content
                                                        • Figure 26: Energy drink caffeine consumption, February 2019
                                                    • Changes in Energy Drink Consumption

                                                      • Older Millennials are increasing their energy drink consumption
                                                        • Figure 27: Changes in energy drink consumption, February 2019
                                                      • Total market growth driven by the most devoted consumers
                                                        • Figure 28: Changes in energy drink consumption, by energy drink consumption frequency, February 2019
                                                    • Reasons for Drinking Energy Drinks More

                                                      • Busy consumers are running on empty
                                                        • Figure 29: Reasons for drinking energy drinks more often, February 2019
                                                    • Reasons for Drinking Energy Drinks Less

                                                      • Health concerns drive consumers out of the market
                                                        • Figure 30: Reasons for drinking energy drinks less often, February 2019
                                                    • Energy Drink Purchase Motivators

                                                      • Provide energy that lasts
                                                        • Figure 31: Energy drink purchase motivators, February 2019
                                                      • Hispanics interested in a more healthful energy drink
                                                        • Figure 32: Energy drink purchase motivators, by Hispanic consumers, February 2019
                                                      • Give high frequency consumers the energy they want
                                                        • Figure 33: Energy drink purchase motivators, by energy drink consumption frequency, February 2019
                                                      • Brain health is just as important as body health to fitness consumers
                                                        • Figure 34: Energy drink purchase motivators, by consumers who drink energy drinks before working out, February 2019
                                                    • Energy Drink Attitudes

                                                      • High frequency drinkers aren’t brand loyalists
                                                        • Figure 35: Energy drink attitudes, by energy drink consumption frequency, February 2019
                                                    • Appendix – Data Sources and Abbreviations

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

                                                                      • Figure 36: Total US retail sales and forecast of energy drinks and shots, at inflation-adjusted prices, 2013-23
                                                                      • Figure 37: Total US retail sales and forecast of energy drinks, at inflation-adjusted prices, 2013-23
                                                                      • Figure 38: Total US retail sales and forecast of energy shots, at inflation-adjusted prices, 2013-23
                                                                      • Figure 39: Total US retail sales of energy drinks and shots, by channel, at current prices, 2013-18
                                                                  • Appendix – Key Players

                                                                      • Figure 40: Multi-outlet sales of energy drinks and shots, by leading companies, rolling 52 weeks 2018 and 2019

                                                                  Energy Drinks - US - May 2019

                                                                  US $4,395.00 (Excl.Tax)