2024
9
US Energy Drinks Market Report 2024
2024-04-30T11:05:30+01:00
REPEFF8037C_E0CC_4796_BD51_6760349B3847
3695
172742
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Report
en_GB
Energy drinks continue to see strong growth, particularly due to consumer interest in increased productivity and functional and health-forward innovation. Sydney Riebe, Analyst - US Food and Drink…
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  2. All Industries
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  4. Drinks
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  6. Sports and Energy Drinks
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  8. US Energy Drinks Market Report 2024

US Energy Drinks Market Report 2024

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The US energy drinks market has experienced healthy growth, driven by a solid base of loyal consumers and new consumers attracted by BFY options and innovative flavors and formats. The energy drinks category is evolving with a heightened focus on fitness and natural ingredients, capturing new consumers and consumption occasions centered around health and lifestyle.

Current US Energy Drink Market Landscape

The upward trajectory of the energy drinks market in the US is likely to continue over the next five years. Energy drink consumption is highly routine, with nearly half of consumers drinking them multiple times per week, indicating a strong foundation and potential for expanding usage occasions and dayparts as beverage types and functionalities continue to blur and borrow from each other.

Health claims are particularly appealing to consumers, among the top being hydration and natural ingredients. Additionally stress and focus challenges present a chance for brands to offer products that help consumers navigate daily life while promoting a sense of well-being as consumers cite increased productivity as the main reason for consumption increase. Younger female consumers are increasingly interested in energy drinks, and brands have the opportunity to integrate these beverages into their daily routines by emphasizing health, stress management, and flavor variety.

US Energy Drinks Market Statistics

  • US energy drinks market size: Energy drink sales grew by almost 75% over the last five years, putting energy drinks on track to be a $30 billion market by 2028.
  • US energy drinks market share: The big names still control the market in the US, with Red Bull and Monster on top.

US Energy Drinks Market Report – What’s Inside?

Key Issues Covered in this Report

  • Energy drink consumption by type and frequency of consumption
  • Energy drink purchase locations
  • Change in energy drink consumption and reasons for change
  • Important factors when purchasing energy drinks
  • Interest in energy drink claims
  • Energy drink attitudes and behaviors
  • State of the energy drink market

Report Scope

  • 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.

Excluded from the market size are the following:

  • Certain energy drink hybrid beverages (eg Mountain Dew Kickstart, Mountain Dew Game Fuel).
  • Energy drink mixes – powdered or liquid products that are marketed with a specific functional claim of energy. These are added to liquid to create a beverage.
  • Mind/body health drinks, marketed broadly as “lifestyle beverages” and “healthy refreshment,” ranging from adult herbal soft drinks and teas to drinks making specific claims of stress relief, mental rejuvenation, and a boost to the immune system.
  • Sports and protein drinks, including RTD products and mixes.
  • Carbonated soft drinks.
  • Diet aids, eg weight loss and nutritional meal-replacement products such as Ensure.

Sales of energy drinks from foodservice venues and vending machines are excluded from this report.

Meet the Expert Behind the Analysis

This report was written by Sydney Riebe, US Food and Drink Analyst at Mintel. Sydney joined Mintel in 2021 after spending more than 4 years working in higher education. She has a decade of experience in the food service industry, where she gained a passion for following food, beverage and menu trends. Sydney holds a BA in English Literature from DePaul University and an MBA from Northern Illinois University.

Energy drinks continue to see strong growth, particularly due to consumer interest in increased productivity and functional and health-forward innovation.

Sydney Riebe - Mintel Research AnalystSydney Riebe
Analyst – US Food and Drink

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  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Energy drink consumption
    • Graph 1: trended energy drink consumption, 2023-24
    • Graph 2: energy drink consumption, by gender and generation, 2024
    • Graph 3: energy drink consumption, by race and Hispanic origin, 2024
    • Energy drink consumption frequency
    • Graph 4: energy drink consumption frequency – NET, by generation and gender, 2024
    • Primary energy drink purchase locations
    • Graph 5: primary energy drink purchase locations, top three rank, top rank and any rank, 2024
    • Graph 6: energy drink purchase location, any rank, by age and HHI, 2024
    • Energy drink consumption change
    • Graph 7: energy drink consumption change, 2024
    • Reasons for increased energy drink consumption
    • Graph 8: reasons for increased energy drink consumption, 2024
    • Reasons for decreased energy drink consumption
    • Graph 9: reasons for decreasing energy drink consumption, 2024
    • Important factors when purchasing energy drinks
    • Graph 10: important factors when purchasing energy drinks, 2024
    • Graph 11: important factors when purchasing energy drinks, by generation, 2024
    • Energy drink attitudes and behaviors
    • Graph 12: energy drink attitudes and behaviors, 2024
    • Graph 13: energy drink attitudes and behaviors, by frequency of consumption, 2024
    • Interest in energy drink claims
    • Graph 14: interest in energy drink claims, 2024
    • Graph 15: interest in energy drink claims – NET – any interest, by generation, 2024
  3. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
    • Graph 16: energy drink product claims, 2021-24
  4. The Market

    • Market drivers
    • Graph 17: mental health conditions, 2023
    • Market size and forecast
    • Market segmentation
    • Graph 18: total retail sales and forecast of energy drinks and shots, by segment, at current prices, 2018-28
    • Market share/brand share
  5. Appendix

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