Abstract
About this report
The energy drinks market emerged in 1997 in the U.S. with the introduction of Red Bull and is still a relatively immature market. However, following years of impressive growth, energy drinks sales slowed in 2008 amid the economic recession and growing consumer concerns about their safety. Despite the introduction of hundreds of new products in 2008, energy drinks sales grew only 8.5%. The emerging energy shot segment performed strongly in 2008, but it is too early to determine how much energy shots will cannibalize sales of energy drinks.
This report discusses how consumer trends, the lagging economy and product innovation are shaping the energy drinks market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:
- The size of the energy drinks market and growth forecast through 2014
- How the current economic recession is impacting the energy drinks market and how brands are reacting
- How consumer concerns about the potential dangers of energy drinks are affecting usage, and what manufacturers can do to allay their fears
- A spotlight on brands that have carved out distinct brand identities that have helped them succeed in an increasingly crowded category
- How industry consolidation will impact the market
- The hottest trends in the energy drinks market
- Which consumer groups offer the greatest potential for expanding energy drinks usage
- The top two usage barriers keeping consumers out of the category– and what marketers can do to break them down
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