Thursday, August 22, 2013

New Released Report: Energy Drinks Market Analysis In US - August 2013

Current energy drink, shot, and mix users have been affected by the scrutiny regarding the safety and health effects of the category. Educational outreach is necessary to help current users feel confident that their choice of energy drink, shot, or mix has no adverse effects. Informative marketing also could broaden the appeal of the category, which is not used by the majority of adults, according to Mintel research.


TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
The market
Category continues upward trajectory despite stagnant use, recent controversy
Figure 1: Total U.S. sales and fan chart forecast of energy drinks, shots, and mixes, at current prices, 2008-18
Energy drinks continue to dominate market, but energy mixes catching on quickly
Figure 2: Total U.S. sales and forecast of energy drinks, shots, and mixes, by segment, 2008-18
Market factors
Retail channels
Rise of other retail channel exceeds category’s growth trajectory
Key players
Red Bull maintains its lead, while innovations from Monster and Kraft take share
New energy drink, shot launches trend downward since 2008
Figure 3: U.S. energy drink and shot launches, by year, 2007-13*
The consumer
Energy beverage usage remaining stagnant, but some adults are cutting back
Figure 4: Personal consumption of energy drinks and/or energy shots, May 2013
Efficacy, convenience leading reasons why adults drink energy beverages
Figure 5: Top five reasons for personal consumption of energy beverages, by race/Hispanic origin, May 2013
Lack of need, health and safety concerns fuel cut backs, deter some adults entirely
Figure 6: Top three reasons for not drinking energy drinks or energy shots, May 2013
Teen consumption also declining, complicating category’s future
Figure 7: Personal consumption of energy drinks among teens, October 2007-November 2012
What we think

Issues and Insights
How can manufacturers allay consumers’ safety and health concerns?
Insight: Make education an integral part of marketing
Can the declining energy shot segment be revitalized?
Insight: Promotions, new products, and brand extensions could reverse slump
Following a boost in sales, are energy mixes the future of the category?
Insight: Mixes could bring in new users with the promise of customization
Can non-users be convinced to try energy beverages?
Insight: Assert safety, productivity of existing products while creating new options

Trend Applications
Trend: Life Hacking
Trend: Supernanny State
Mintel Futures: Brand Intervention

To Buy The Copy of This Report Visithttp://www.marketresearchreports.biz/analysis/173312

Market Size and Forecast
Key points
Category continues upward trajectory despite stagnant use, controversy
Figure 8: Total U.S. retail sales and forecast of energy drinks, shots, and mixes, at current prices, 2008-18
Figure 9: Total U.S. retail sales and forecast of energy drinks, shots, and mixes, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total U.S. sales and fan chart forecast of energy drinks, shots, and mixes, at current prices, 2008-18

    
Contact

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