Description

This report provides comprehensive and current information and analysis of the US energy drinks market including US energy drinks market size, anticipated market forecast, relevant market segmentation, and industry trends for the energy drinks market in the US.

Energy drinks market landscape

The energy drinks market remains one of the strongest performing segments in the total non-alcoholic beverage industry, driven by consumers’ widespread energy needs and a highly engaged and dedicated target market of energy drink enthusiasts. 52% of energy drink consumers drink energy drinks multiple times per week or more often, which keeps energy drink sales high.

The energy drink category thrived throughout the pandemic, and the circumstantial changes to consumers’ energy drink purchasing habits as a result will ultimately benefit the energy drink market share in 2022. Specifically, consumers upgraded their purchases of energy drink multipacks from conventional retailers throughout much of the pandemic. Multipack sales will remain high due in part to inflation-related economic concerns; 42% of consumers report buying more items in bulk in response to rising food and drink prices, which is great news overall for the energy drink market.

Energy drinks market share and key industry trends

  • 52% of energy drink consumers drink energy drinks multiple times per week or more often.
  • 26% of non-category consumers say they would try an energy drink if it offered functional benefits in addition to energy.
  • Flavor (40%), price (30%), and caffeine amount (28%) are the most important factors consumers consider when purchasing energy drinks.
  • Energy drink consumption is highly associated with work occasions, studying occasions, and while driving/commuting.
  • 25% of consumers consumed a traditional energy drink (eg Monster, Red Bull) in the past three months. 13% consumed a natural energy drink in the past three months.

Future US energy drink trends

While poised for strong continued growth, the energy drink category nonetheless faces stiff competition from a litany of other energy-providing beverages, particularly RTD coffee. Brands must foster increased category engagement among lower-frequency energy drink consumers, including Gen Z consumers.

The fast growth of low-calorie, no-sugar energy drinks signals market opportunities for beverages that provide a noticeable energy boost with BFY attributes. Brands can break into new consumption occasions by celebrating consumers’ return to missed events and activities while also doubling down on key energy need state occasions.

Read on to discover more about the US energy drinks consumer market, read our Sports and Performance Drinks – US – 2022, or take a look at our other Drink research reports.

Quickly understand the energy drink industry

  • Changes in consumers’ energy drink shopping behaviors.
  • Opportunities for energy drink multipacks.
  • The growth of BFY energy drink brands.
  • Energy drink consumption occasions.
  • Energy shot market.

Covered in this energy drinks market report

Brands include: Celsius, Zoa, Alani Nu, Rowdy Energy, Red Bull, Monster, Rockstar, PepsiCo, Reign, NOS, True North, Phocus, Triton, Oca, Yerbae, Clean Cause, Guayaki, Perrier, Guru, Steaz, Kove, Brew Dr., GFuel, 5-hour Energy, Pzaz, Neuro Gum, Bang Mixx, CANarchy, Constellation Brands, Hard Mtn Dew.

Expert analysis from a specialist in energy drink industry trends

This report, written by Caleb Bryant, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis of energy drinks market research and energy drinks market revenue to highlight current trends in energy drinks and add expert context to the numbers.

Energy drink market sales soared throughout 2020 and 2021, driven by pandemic-related stressors and increased work and home responsibilities. Sales will remain strong as more consumers continue to purchase energy drinks in multipack formats. Brands face an opportunity to celebrate consumers’ return to social activities and increased consumer interest in health and wellness indicates opportunities for BFY energy drinks.

Caleb Bryant, Associate Director, Food and Drink
Caleb Bryant
Associate Director of Food and Drink Reports

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total retail sales and forecast of energy drinks and energy shots, by segment, 2016-26
      • Figure 2: Category outlook, 2022-27
    • Opportunities and challenges
    • BFY newcomers gain market traction
    • Newer brands must offer sustained energy and more
      • Figure 3: Energy drink trial motivators, among non-category consumers, by gender and age, 2022
    • Multiple opportunities for energy drink multipacks
      • Figure 4: Primary energy drink purchase location, by energy drink consumption frequency, 2022
      • Figure 5: Energy drink pack size purchases, any purchase, by energy drink consumption frequency, 2022
    • Double down on key occasions and celebrate the return of missed occasions
      • Figure 6: Correspondence Analysis – Symmetrical map – consumption occasions by beverage type, 2022
  3. Market Size and Forecast

    • Rising market attributed to strong category loyalty and the universal need for energy
      • Figure 7: Total US sales and fan chart forecast of energy drinks and energy shots, at current prices, 2016-26
      • Figure 8: Total US sales and forecast of market, at current prices, 2016-26
  4. Segment Performance

    • Energy drinks fuel the American workforce
      • Figure 9: Total retail sales and forecast of energy drinks and energy shots, by segment, 2016-26
      • Figure 10: Total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2016-26
    • Energy drink consumers channel surf
      • Figure 11: Total US retail sales of energy drinks and shots, by channel, at current prices, 2016-21
      • Figure 12: Total US retail sales of energy drinks and shots, by channel, at current prices, 2019 and 2021
  5. Market Factors

    • Workplace shifts begin to settle as pandemic stagnates
    • Hustle culture lends itself to energy drink brand placement on social media
    • Consumers return to c-stores
  6. Market Shares

    • Category leaders dominate the market but smaller players nip at their heels
      • Figure 13: Multi-outlet sales of energy drinks, by leading companies and brands, rolling 52 weeks 2020 and 2021
  7. Competitive Strategies and Market Opportunities

    • Celsius cracks the code for BFY energy drinks
      • Figure 14: Attribute analysis, top two box – five point scale, Celsius vs all energy drinks, all energy drink product launches between January 2020 and February 2022
    • Zoa captures market share through a mix of health claims and star power
    • New natural energy drinks must feature unique functional benefits
      • Figure 15: Energy drink trial motivators, among non-category consumers, 2022
      • Figure 16: Ideal energy drink – additional benefits, 2020
    • Energy drinks can provide a sustained energy boost
    • Yerba mate is a growing competitor
    • Brands strengthen connection to the thriving gaming industry
    • Energy drinks brands should foster communities
    • Sports collaborations continue to hold opportunity for energy drink brands
      • Figure 17: Sports merchandise and sponsorship behaviors, any likely, November 2021
    • Energy comes in many formats
    • Mixing energy and alcohol
  8. The Consumer: Fast Facts

  9. Beverage Consumption

    • Energy drink consumers drink multiple energy-providing beverages
      • Figure 18: Beverage consumption, 2022
      • Figure 19: beverage cross utilization, 2022
  10. Energy Drink Trial Motivators among Non-Participants

    • Attract new consumers by going beyond energy
      • Figure 20: Energy drink trail motivators, among non-category consumers, by gender and age, 2022
    • Natural and health claims appeal to Millennials
      • Figure 21: Energy drink trail motivators, among non-category consumers, by generation, 2022
    • Bring more Black consumers into the energy drink market through product innovation
      • Figure 22: Energy drink trail motivators, among non-category consumers, by race/ethnicity, 2022
  11. Energy Drink Consumption Frequency

    • Energy drink consumers have high category engagement
      • Figure 23: Energy drink consumption frequency, 2022
    • Energy drinks face a Gen Z problem
      • Figure 24: Energy drink consumption frequency, by generation and by gender and age, 2022
    • Forget the office coffee, remote workers rely on energy drinks
      • Figure 25: Energy drink consumption frequency, by WFH status and by education, 2022
    • Energy drink brands can do more to connect with Black consumers
      • Figure 26: Energy drink consumption frequency, by race/ethnicity, 2022
  12. Primary Energy Drink Purchase Location

    • Alternative channels offer growth opportunities
      • Figure 27: Primary energy drink purchase location, 2022
      • Figure 28: Primary energy drink purchase location, by energy drink consumption frequency, 2022
  13. Reasons for Primary Energy Drink Purchase Location

    • C-stores offer quick energy but mass merchandisers win on price
      • Figure 29: Reasons for buying energy drinks from location most often, by where energy drinks are purchased most often, 2022
  14. Energy Drink Brand Purchases

    • Half of energy drink consumers purchase just two brands
      • Figure 30: Energy drink brand purchases, purchase most often and any purchase, 2022
      • Figure 31: Number of energy drink brands purchased, 2022
      • Figure 32: Energy drink brand purchasers – demographic profiles, index against all energy drink consumers, any purchase, 2022
    • High-frequency consumers like to shop around
      • Figure 33: Energy drink brand purchases, any purchase, by energy drink consumption frequency, 2022
  15. Energy Drink Pack Size Purchases

    • Channel shifting indicates opportunities for multipack promotions
      • Figure 34: Energy drink pack size purchases, purchase most often and any purchase, 2022
      • Figure 35: Energy drink pack size purchases, any purchase, by where energy drinks are purchased most often, 2022
    • High-frequency users stock up on energy drinks
      • Figure 36: Energy drink pack size purchases, any purchase, by energy drink consumption frequency, 2022
  16. Energy Drink Purchase Motivators

    • Flavor innovation entices energy drink consumers
      • Figure 37: Energy drink purchase motivators, 2022
      • Figure 38: Energy drink purchase motivators, by energy drink brand purchases – any purchase, 2022
  17. Energy Drink Flavor Interest

    • Provide energy drink consumers flavor options
      • Figure 39: Energy drink flavor interest, by energy drink consumption frequency, 2022
      • Figure 40: Energy drink flavor interest, by energy drink brand purchases – any purchase, 2022
    • Appeal to Black consumers through flavor innovation
      • Figure 41: Energy drink flavor interest, by race/ethnicity, 2022
  18. Energy Drink Occasions

    • Energy drinks satisfy critical energy occasions but face limited expansion opportunities
      • Figure 42: Correspondence Analysis – Symmetrical map – consumption occasions by beverage type, 2022
    • Cognitive health claims and work-related messaging may spur consumption among low-frequency consumers
      • Figure 43: Energy drink occasions, by energy drink consumption frequency, 2022
    • Morning-focused energy drinks appeal to younger women
      • Figure 44: Energy drink occasions, by gender and age, 2022
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  20. Appendix – The Market

      • Figure 45: Total US retail sales and forecast of energy drinks and shots, at inflation-adjusted prices, 2016-26
      • Figure 46: Total US retail sales and forecast of energy drinks, at inflation-adjusted prices, 2016-26
      • Figure 47: Total US retail sales and forecast of energy shots, at inflation-adjusted prices, 2016-26
  21. Appendix – Companies and Brands

      • Figure 48: Multi-outlet sales of energy drinks and shots, by leading companies, rolling 52 weeks 2020 and 2021
      • Figure 49: Multi-outlet sales of energy shots, by leading companies and brands, rolling 52 weeks 2020 and 2021
  22. Appendix – The Consumer

    • Energizing beverage consumer demographic profiles
      • Figure 50: Beverage consumer demographic profiles, indexed against all consumers, 2022

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