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At their core, energy drinks offer what many consumers are looking for—an immediate boost in energy. Whether it's to power through a long workday, an intense workout, or a late-night…
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US Energy Drinks:Â An in-depth analysis of the energy drinks market in the US, highlighting key trends, opportunities, and consumer behavior while predicting growth and future transformations in the sector.
US Nutrition Drinks:Â An exploration of the evolving range of nutrition drinks in the US, focusing on consumer attitudes and motivations and the opportunities for brands.
US Sports and Performance Drinks:Â An in-depth analysis of the trending flavors and ingredients in sports and performance drinks, examining consumer preferences and predicting future trends in flavor and ingredient innovation.
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US Energy Drink Market Analysis
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.
Energy drink consumption by type and frequency of consumption
Important factors in BFY energy drinks
Interest in energy drink innovation
Energy drink occasions/frequency
Attitudes about energy drinks
Energy Drinks Market Segmentation
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.
Meet the Expert Behind the Analysis
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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EXECUTIVE SUMMARY
What you need to know
Market size & forecast
Market predictions
What consumers want & why
Opportunities
MARKET DYNAMICS
Market context
Market drivers
Both annual and core inflation increased by more than expected in January
Graph 1: headline CPI and core CPI, 2021-25
Consumer sentiment declined by 10% from January – falling to its lowest level since late 2023.
Graph 2: consumer sentiment index, 2022-25
Health concerns about energy drinks gain momentum
Market size and forecast
Retail sales and forecast of energy drinks and shots, 2025
Retail sales and forecast of energy shots and energy drinks
Market segmentation
Retail sales of energy drinks and shots, by segment
Retail sales of energy drinks and shots, by segment, at current prices, 2019-29
Retail sales of energy drinks and shots, by segment
Market share/brand share
Major players hold on to top spot, with competition rising from the ranks
Sales of energy drinks and energy shots, by company
Sales of energy drinks, by company
Sales of energy shots, by company
CONSUMER INSIGHTS
Consumer fast facts
Energy drink consumption
Traditional energy drinks lead, but with close competition
Graph 3: energy drink consumption, 2025
Nuance in age, gender preferences requires a close look
Men are the biggest target, but young women are closing the gap in non-traditional spaces
Graph 4: energy drink consumption, by age and gender, 2025
Healthy energy drink attributes
BFY features require a mixed approach
Graph 5: important features in BFY energy drinks, 2025
BFY still comes with caveats when it comes to opportunity
Graph 6: important features in BFY energy drinks, by age and gender, 2025
Stacking claims starts with nutrients, extends towards natural claims
Energy drink product interest
Innovation might not be the fastest path to growth
Graph 7: interest in purchase, 2025
Innovation efforts, more than other features, may need to be tailored more deliberately to a brand’s target market
Graph 8: interest in purchase, 2025
Variety gives energy to a crowded category
Graph 9: interest in purchase, 2025
Energy drink occasions
Aim energy drinks towards physical and emotional boosts
With consumers drinking multiple types, becoming a part of routines is the challenge
Graph 10: energy drink occasions and frequency, 2025
Flexing between occasions is a useful strategy in creating loyalty from men
Graph 11: energy drink occasions, by age and gender, 2025
Keep energy routines consistent, even when commutes change
Graph 12: energy drink occasions – While I work ¹ – by WFH status, 2025
Kids require a lot of energy
Graph 13: energy drink occasions – When I need a boost of energy – by parental status, 2025
Energy drink repertoire
Energy isn’t a one-size fits all fix
Graph 14: repertoire of energy drink consumption, 2025
One size fits all energy drinks offer value to consumers who need it most
Graph 15: repertoire of energy drink consumption, by demographics, 2025
General energy drinkers are perhaps the easiest to reach, but they’re still hard to lock down
Graph 16: energy drink occasions – When I need a boost of energy – by repertoire of energy drink consumption, 2025
Physical activity is a very specific energy need
Graph 17: energy drink occasions – Before physical activity – by repertoire of energy drink consumption, 2025
Hardcore consumers will find their way; avoid going too niche
Graph 18: energy drink occasions – After waking up – by repertoire of energy drink consumption, 2025
Nightlife is the new, emerging opportunity
Graph 19: energy drink occasions – Before going out for the night – by repertoire of energy drink consumption, 2025
Attitudes about energy drinks
Brand wins for more than half, when put up against flavor, caffeine
Graph 20: attitudes about energy drinks, 2025
Younger men are more brand loyal
Graph 21: attitudes about energy drinks, by age and gender, 2025
Price increases will damage the category, via its biggest users
Graph 22: energy drink preferences and behaviors by repertoire of energy drink consumption, 2025
Attitudes about energy drinks and health
Competitive sets help energy drinks, and energy drink types, define BFY
Graph 23: attitudes about energy drinks and health, 2025
Most engaged consumers extend engagement to attitudes
Graph 24: attitudes about energy drinks by repertoire of energy drink consumption, 2025
INNOVATION AND MARKETING STRATEGIES
Launch activity and innovation
Hybrid drinks extend brands, occasions, and pull in new consumers
Caffeine-free energy doesn’t have to be a contradiction
LTO flavors lean into what consumers want from energy drinks
Smaller formats moderate caffeine, make space for trial
New formats give energy to drinks
Marketing and advertising
Energy drink messaging can take hints from formulas that are doing more than just energy
Energy alone isn’t always enough
BFY gives a boost to energy
Not all energy is created equally
APPENDIX
Market definition
Consumer research questions
Consumer research methodology
Generations
Abbreviations and terms
Forecast methodology
Forecast fan chart methodology
TURF methodology
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