Table of Contents
- 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
- Energy drinks market topped $4.6 billion in 2009
- Energy drinks drove growth since 2004, but energy shots are poised for
growth in 2009
- Market consolidates under Red Bull, Coca-Cola and PepsiCo
- Convenience stores account for majority of sales
- Record level of new products introduced in 2008
- User base continues to expand
- Consumer attitudes and motivations
- Market Size and Forecast
- Key points
- New users and product innovation driving growth; however, the recession
inhibits growth in 2008
- Figure 2: FDMx and c-store sales* and forecast of energy drinks, at
current prices, 2004-14
- Figure 3: FDMx and c-store sales* and forecast of energy drinks, at
inflation-adjusted prices, 2004-14
- Walmart sales
- Competitive Context
- Premium-priced energy drinks hit hard by recession
- Figure 4: FDMx prices for select non-alcoholic beverages, 2008
- Manufacturers are scrambling to deliver value
- Figure 5: Everyday retail prices for select energy drink brands, June
2009
- Other beverages seek to steal energy drinks' mojo
- Big players snapping up brands to gain market share
- Segment Performance
- Key points
- Energy drinks are largest segment, but energy shots may be cannibalizing
sales
- Figure 6: FDMx sales and forecast of energy drinks and energy shots, at
current prices, by segment, 2004-14
- Energy shots will take away market share from energy drinks
- Figure 7: FDMx sales of energy drinks and energy shots, by type, 2007
and 2009
- Segment Performance--Energy Drinks (Non-aseptic)
- Key points
- Rapid growth driven by expanding user base and new products
- Sales slow in 2008 amid troubled economy and safety concerns
- Sales and forecast--non-aseptic energy drinks
- Figure 8: FDMx sales and forecast of non-aseptic energy drinks, 2004-14
- Segment Performance--Energy Shots
- Key points
- Energy shots are poised for growth
- Sales and forecast--energy shots
- Figure 9: FDMx sales and forecast of energy shots, 2004-14
- Segment Performance--Energy Drink Mixes
- Key points
- New products driving growth
- Mixes offer consumers value and convenience
- Sales and forecast--non-aseptic energy drinks
- Figure 10: FDMx sales and forecast of energy drinks mixes, 2004-14
- Retail Channels
- Key points
- Consumers shop for energy drinks in a variety of channels
- Figure 11: Location of purchase of energy drinks and energy shots, April
2009
- Convenience stores dominate sales
- Figure 12: FDMx and c-store sales of energy drinks, by retail channel,
2006 and 2008
- Retail Channels--Supermarkets
- Key points
- Increased shelf space translates to sales growth
- Supermarkets are slow to capitalize on rising popularity of energy shots
- Supermarket sales
- Figure 13: U.S. sales of energy drinks at supermarkets, 2004-08
- Figure 14: U.S. sales of energy shots at supermarkets, 2004-08
- Retail Channels--Convenience Stores
- Key points
- Energy drinks among fastest-growing categories in c-stores
- C-stores serve as a launch pad for new brands
- Energy shots may cannibalize energy drinks sales in c-stores
- Convenience store sales
- Figure 15: U.S. sales of energy drinks at convenience stores, 2004-08
- Retail Channels--Drug and Other
- Key point
- Drug stores: Set to experience growth through energy shots
- Figure 16: New soda product introductions, energy drinks and carbonated
soft drinks, by retail channel, January 2004-June 2009
- Drug and other sales
- Figure 17: U.S. sales of energy drinks at drug and other, 2004-08
- Figure 18: U.S. sales of energy shots at drug and other, 2004-08
- Retail Channels--Natural Stores
- Sales of energy drinks in the natural channel
- Figure 19: Natural product supermarket retail sales of energy drinks, at
current prices, 2007-09*
- Figure 20: Natural product supermarket retail sales of energy drinks, at
inflation-adjusted prices, 2007-09*
- Brand sales through the natural channel
- Figure 21: Manufacturer and brand sales* of energy drinks at natural
supermarket, 2007 and 2009
- Natural channel sales of energy drinks by organic
- Figure 22: Natural product supermarket retail sales* of energy drinks,
by organic/non-organic, 2007 and 2009
- Market Drivers
- Teens and young adults remain core users, but usage among older consumers
is on the rise
- Figure 23: Personal incidence of drinking energy drinks among teens, and
adults, by age, 2003-08
- Figure 24: U.S. population of teens aged 12-17, 2004-14
- Figure 25: Population aged 18 or older, by age, 2004-14
- Hispanics and blacks will be key to growth
- Figure 26: Trends in individual consumption of energy drinks, by
race/Hispanic origin, 2003-08
- Figure 27: Population by race and Hispanic origin, 2004-14
- Sugar is the new enemy in Americans' battle against obesity
- Figure 28: Percentage of population aged 20 and over who are overweight
or obese or extremely obese, 1988-2006
- Figure 29: Attitude towards health, 2004 and 2009
- High caffeine content scares off some consumers
- Safety concerns threaten sales
- Health risk increase when energy drinks are mixed with alcohol
- Figure 30: Reasons for drinking energy drinks and energy shots, by age,
May 2009
- Figure 31: Beer and spirits consumption in the past 12 months among all
adults and energy drinks users, February 2008-March 2009
- Leading Companies
- Key points
- Market consolidates under the "big three"-- Red Bull, Coca-Cola and PepsiCo
- Figure 32: FDMx sales of leading energy drinks and energy shots
companies, 2008 and 2009
- Brand Share--Energy Drinks (Non-aseptic)
- Key points
- Monster takes a big bite out of Red Bull sales
- Figure 33: Incidence of drinking Red Bull among adults and teens, 2003
and 2008
- New varieties AMP up sales
- New product launches fuel growth of "other" brands
- Manufacturer and brand sales--non-aseptic energy drinks
- Figure 34: FDMx brand sales of non-aseptic energy drinks in the U.S.,
2008 and 2009
- Brand Share--Energy Shots
- Key points
- Dozens of new energy shot brands are taking shots at 5-Hour Energy
- Manufacturer and brand sales--energy shots
- Figure 35: FDMx brand sales of energy shots in the U.S., 2008 and 2009
- Brand Qualities
- Monster Energy
- AMP Energy
- Innovation and Innovators
- Key points
- Pace of product introduction peaked in 2008
- Figure 36: Number of new energy drink and shot introductions in the
U.S., 2004-09
- Top ten claims for new energy drinks and shots, 2007-09
- Figure 37: Top ten claims for new energy drinks/shots, 2007-09
- Better-for-you energy drinks
- Sharing in tea' s success
- Energy drinks that really hydrate
- Coffee, juice, even chocolate hybrids
- Energy drinks that work for you
- Anti-energy drinks
- Monster introduces resealable can
- Advertising and Promotion
- Overview
- Red Bull gives you wiiings
- Figure 38: Red Bull television ad, 2009
- Figure 39: Red Bull television ad, 2009
- Go Full Throttle or go home
- Figure 40: Full Throttle television ad, 2009
- Party like a Rockstar
- Figure 41: Rockstar television ad, 2009
- SoBe No Fear
- Figure 42: No Fear television ad, 2009
- Evo offers "positive" energy
- Figure 43: Evo television ad, 2009
- Energy Drinks Usage, Frequency and Brands--Adults
- Key points
- Trended energy drinks usage
- Figure 44: Consumption of energy drinks, by gender, age, race/Hispanic
origin, education, households with children, and region, 2003-08
- Energy drink frequency of use
- Figure 45: Average volume* consumption of energy drinks, by gender, age,
race/Hispanic origin, education, households with children, and region,
2003-08
- Energy shots usage
- Figure 46: Consumption of energy drinks and energy shots, by age, April
2009
- Popularity of brands by age
- Figure 47: Consumption of energy drinks, by choice of brands, by age,
October 2007-December 2008
- The Teen Consumer: Usage, Frequency and Brands
- Key points
- Trended energy drinks usage--teens
- Figure 48: Consumption of energy drinks among teens, by gender, age, and
race/Hispanic origin, 2003-08
- Energy drinks usage frequency--teens
- Figure 49: Volume* consumption of energy drinks among teens, by gender,
age, and race/Hispanic origin, 2005 and 2008
- Energy shots usage among teens
- Figure 50: Personal incidence of drinking energy drinks and energy
shots, teens vs. adults, April 2009
- Brand popularity--teens
- Figure 51: Consumption of energy drinks among teens, by brand, by age
and gender, October 2007-December 2008
- Teen Attitudes, Behavior and Motivations
- Key points
- Figure 52: Teen attitude, behavior, and motivation toward energy drinks,
April 2009
- Adult Attitudes, Behavior and Motivation
- Key points
- Reasons for using
- Reasons for using energy drinks and energy shots
- Figure 53: Reasons for drinking energy drinks and energy shots, April
2009
- Impact of gender on reasons for using energy drinks
- Figure 54: Reasons for drinking energy drinks, by gender, April 2009
- Reasons for using energy drinks by age
- Figure 55: Reasons for drinking energy drinks, by age, April 2009
- Ingredients most valued
- Drinks vs. shots
- Figure 56: Most valued ingredient in energy drinks and energy shots,
April 2009
- Ingredients consumers value most by age
- Figure 57: Most valued ingredient in energy drinks, by age, April 2009
- Drinking occasions
- Drinks vs. shots
- Figure 58: Occasions to drink energy drinks and energy shots and usage
with food, April 2009
- Usage occasions by age
- Figure 59: Occasions to drink energy drinks and usage with food, by age,
April 2009
- Opinions about energy drinks
- Figure 60: Attitude and behavior toward using energy drinks, by gender,
April 2009
- Usage Barriers
- Key points
- Usage barriers
- Figure 61: Reasons for not drinking energy drinks and energy shots,
April 2009
- The Impact of Race and Hispanic Origin
- Brand usage
- Figure 62: Consumption of energy drinks, by brand, by race/Hispanic
origin, October 2007-December 2008
- Reasons for using energy drinks
- Figure 63: Reasons for drinking energy drinks, by Hispanic origin, April
2009
- Usage occasions
- Figure 64: Occasions to drink energy drinks and usage with food, by
Hispanic origin, April 2009
- Attitudes and behavior
- Figure 65: Attitude and behavior toward using energy drinks, by
race/Hispanic origin, April 2009
- Appendix: Trade Associations
- Beverage Industry
|
Related Report
|
View Cart
