Report Summary

Gain a data-led understanding of the current energy drinks market and opportunities within the category for brands in the US. This report examines how the US energy drink market is performing, the latest consumer trends, and ways for brands to capitalize on changing consumer demands.

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

US Energy Drink Market – Current Landscape

The energy drink market has experienced healthy growth, driven by a solid base of loyal consumers and new consumers attracted by better-for-you options and innovative flavors and formats. Energy drink sales grew by 73% from 2018-23, putting energy drinks on track to be a $30 billion market in the next five years.

  • US energy drinks market size: Total retail sales and forecast of energy drinks and shots increased by almost 10% in 2023.
  • US energy drinks market share: The big names still control the energy drink market, with Red Bull and Monster still on top.

Mintel’s full report contains a complete overview and analysis of US energy drinks market dynamics, including a detailed breakdown of market share and a five year market forecast.

US Energy Drinks Market Trends

Energy drinks are part of consumers’ routines

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.

Healthy energy options drive growth

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 consumer cite increased productivity as the main reason for consumption increase.

Purchase the full report for more consumer insights, market trends and analysis from Mintel’s market experts.

Meet The Expert

Sydney Riebe is an 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

Table of Contents

    • Key issues covered in this report
  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

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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