The US energy drink market, estimated at $23.9 billion in 2024, is set for further growth over the next five years. Driven by flavor innovation, increasing BFY options, and expanding consumer demographics.
Young consumers, particularly young men, account for the bulk of energy drink consumers, but it is a mistake to discount women, who are the target markets for the two fastest growing energy drink brands in the US. Taste remains a top priority for energy drink consumers. Brands that offer bold, exciting flavors and continuous innovation capture customer loyalty. From classic citrus to tropical and exotic blends, consumers enjoy the variety and experimentation that energy drink brands bring to the table.
But perhaps most importantly, energy drink consumers are not a one-type-fits-all crowd. Almost three-quarters enjoy two or more types of energy drinks, proving that variety is essential. Different drinks match different occasions—whether it’s starting the day with a classic energy boost or winding down with a lighter, refreshing option. A growing consumer preference for the replacement of alcoholic drinks with energy drinks is an emerging occasion that can be tied to unique marketing, messaging, and formulas.
Energy drinks: Beverages that specifically claim to provide an energy or stimulation boost. 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.
This report was written by Michele Scott, Associate Director, US Research – Food and Drink at Mintel.
Innovation has made space for energy drinks to grow. Flavor, format and BFY have carved out space, as has the consumer habit of mix and matching energy drink types
Michele Scott
Associate Director, US Research – Food and Drink
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