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.
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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
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
M/s Sheela
90 Sate Street, Suite
700
Albany, NY 12207
USA – Canada Toll
Free: 866-997-4948
