Table of Contents
Chapter 1: Executive Summary
- Scope
- Methodology
- Market Size and Growth
- Total Market for Energy Drinks Reaches $5.4 Billion
- Figure 1-1 Total U.S. Retail Market Value for Energy Drinks, 2002-2006
(in billion $)
- IRI-tracked Sales Grow 45% in 2006
- Figure 1-2 IRI-tracked Sales for Energy Drinks, 2002-2006 (in million $)
- Energy Drinks and the Non-Alcoholic Beverage Market
- Figure 1-3 Market Share of Energy Drinks vs. All Other Non-Alcoholic
Beverages by IRI-tracked Sales, 2006 (%)
- Red Bull Remains #1 Energy Drink Marketer
- Table 1-1 Top U.S. Energy Drink Marketers by IRI-tracked Sales,
2002-2006 (in million $)
- New Brands Nip at Red Bull' s Lead
- Table 1-2 Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006
(in million $)
- Energy Drinks Market Forecast
- Factors to Growth
- Total Retail Value to Reach $9.3 Billion by 2011
- Figure 1-4 Projected Total U.S. Retail Market Value for Energy Drinks,
2006-2011 (in billion $)
- Market Trends
- Energy Not Necessarily Tied to Heavy Activity
- Rising Competition Pushes Differentiation
- Old-School Energy Boosters: Caffeine and Alcohol
- Natural and Organic
- Private Label May Energize
- Nanotechnology and Microencapsulation
- Core Company Values and Commitment Important
- Energy Drink Introductions Hit Adrenaline Surge
- Cost of Entry: Single Serve and Vitamins
- Health Innovation: Antioxidants & Omega-3 Fatty Acids
- Category Crossing Creates New Opportunities
- Kaleidoscopic Flavors Spurred by Superfruits
- Advertising and Retail
- Consumer Advertising Expenditures
- Red Bull Dominates in Advertising Spend
- Evolving Media Consumption and Opportunities
- Sport and Celebrity Branding
- Lasting Ties to Music Industry
- Bloom Reaches Out to Women
- Diet Pepsi Shows Marketing Strength with MAX Launch
- Grabbing Consumer Attention at Bottle
- Retail Distribution Varied
- Convenience Stores Growing in Importance
- Specialty Outlets and Non-traditional
- Start Small to Go Big
- Nimble Enough for Special Relationships
- The Consumer
- Energy Drink Usage Penetration
- Energy Drink User Demographic Characteristics
- Energy Drink Consumption Lower for Women
- Brand Usage Rates Suffer From Fragmentation
Chapter 2: The Market
- Scope
- Methodology
- Market Size and Growth
- Total Market for Energy Drinks Reaches $5.4 Billion
- Figure 2-1 Total U.S. Retail Market Value for Energy Drinks, 2002-2006
(in billion $)
- Table 2-1 U.S. Retail Sales and Year-over-Year Percentage Change for
Energy Drinks, 2002-2006 (in million $)
- Global Context
- IRI-tracked Sales Grow 45% in 2006
- Figure 2-2 IRI-tracked Sales for Energy Drinks, 2002-2006 (in million $)
- Energy Drinks and the Non-Alcoholic Beverage Market
- Figure 2-3 Market Share of Energy Drinks vs. All Other Non-Alcoholic
Beverages by IRI-tracked Sales, 2006 (%)
- Table 2-3 IRI-tracked Sales Comparison of Energy Drinks vs. Sports
Drinks and Carbonated Beverages, 2002-2006 (in million $)
- Growth Driven by Unit Volume, Higher Prices
- Figure 2-4 IRI-tracked Energy Drink Volume and Unit Sales Trends,
2005-2006
- Top Energy Drink Marketers
- Red Bull Remains #1
- Hansen Natural Sees Growth Spurt
- Sobe and PepsiCo Together Rank Third
- Table 2-4 Top U.S. Energy Drink Marketers by IRI-tracked Sales,
2002-2006 (in million $)
- Figure 2-5 Market Share of Top U.S. Energy Drink Marketers by
IRI-tracked Sales, 2006 (%)
- Top Energy Drink Brands
- Red Bull, Monster Top the List
- Table 2-5 Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006
(in million $)
- Figure 2-6 Market Share of Top U.S. Energy Drink Brands by IRI-tracked
Sales, 2006 (%)
- Factors Affecting the Market
- Target Marketing: Women and Health/Wellness
- Niche Marketing
- The Role of Convenience
- Bigger Is Better
- Increased Competition, Innovation
- Consolidation
- Energy Drinks Market Forecast
- Total Retail Value to Reach $9.3 Billion by 2011
- Figure 2-7 Projected Total U.S. Retail Market Value for Energy Drinks,
- 2006-2011 (in billion $)
- Table 2-6 Projected Retail Sales and Year-over-Year Percentage Change
for Energy Drinks, 2002-2006 (in million $)
Chapter 3: Corporate Profiles
- Overview
- A Shifting Landscape
- Number of Marketers Growing
- Table 3-1 Top 25 Corporations Introducing Energy Drink Products, by
Number of Reports, 2006
- PepsiCo, Inc.
- Company Overview
- Performance
- Figure 3-1 PepsiCo' s IRI-Tracked Energy Drink Sales, 2002-2006 (in
million $)
- Figure 3-2 PepsiCo' s IRI-Tracked Energy Drink Sales by Brand, 2002-2006
(in million $)
- Volume and Unit Analysis
- Table 3-2 SoBe Energy Drink Volume and Unit Trends by IRI-Tracked Sales,
2005 vs. 2006
- Table 3-3 PepsiCo Energy Drink Volume and Unit Trends by IRI-Tracked
Sales, 2005 vs. 2006
- Product Portfolio
- Table 3-4 Selected Brand Portfolio of PepsiCo' s Energy Drink Products
- Recent Activity
- Crossing Over with Diet Pepsi Max
- Dale Earnhardt Jr. & Mountain Dew' s AMP
- Red Bull GmbH
- Company Overview
- Performance
- Figure 3-3 Red Bull North America' s IRI-Tracked Energy Drink Sales,
2002-2006 (in million $)
- Table 3-5 Red Bull North America' s IRI-Tracked Energy Drink Sales by
Brand, 2002-2006 (in million $)
- Volume and Unit Analysis
- Table 3-6 Red Bull Energy Drink Volume and Unit Trends by IRI-Tracked
Sales, 2005 vs. 2006
- Selected Activity
- Red Bull Arena
- Mobile Energy Team Program
- The Athletic Banned Substances Certification Program
- Coca-Cola Co.
- Company Overview
- Performance
- Figure 3-4 Coca-Cola' s IRI-Tracked Energy Drink Sales, 2002-2006 (in
million $)
- Table 3-7 Coca-Cola' s IRI-Tracked Energy Drink Sales by Brand, 2002-2006
(in million $)
- Volume and Unit Analysis
- Table 3-8 Coca-Cola Energy Drink Volume and Unit Trends by IRI-Tracked
Sales, 2005 vs. 2006
- Product Portfolio
- Table 3-9 Selected Brand Portfolio of Coca-Cola' s Energy Drink Products
- Selected Activity
- Busy with Innovation
- Vault Sampling Effort
- Fuze Purchase
- Hansen Natural Corp.
- Company Overview
- Performance
- Figure 3-5 Net Sales of Hansen Natural' s Energy Drinks, 2002-2006 (in
million $)
- Figure 3-6 Hansen Natural' s IRI-Tracked Energy Drink Sales, 2002-2006
(in million $)
- Table 3-10 Hansen Natural' s IRI-Tracked Energy Drink Sales by Brand,
2002-2006 (in million $)
- Volume and Unit Analysis
- Table 3-11 Hansen Natural Energy Drink Volume and Unit Trends by IRI-
tracked Sales, 2005 vs. 2006
- Product Portfolio
- Table 3-12 Brand Portfolio of Hansen Natural' s Energy Drink Products
- Selected Activity
- Distribution Deal with Anheuser-Busch
- Hansen Ranked 2nd in Forbes' 200 Best Small Companies
- Marketing Initiatives
- Rockstar, Inc.
- Company Overview
- Performance
- Figure 3-7 Rockstar' s IRI-Tracked Energy Drink Sales, 2002-2006 (in
million $)
- Table 3-13 Rockstar' s IRI-Tracked Energy Drink Sales by Brand, 2002-2006
(in million $)
- Volume and Unit Analysis
- Table 3-14 Rockstar Energy Drink Volume and Unit Trends by IRI-tracked
Sales, 2005 vs. 2006
- Product Portfolio
- Table 3-15 Brand Portfolio of Rockstar Energy Drink Products
- Recent Activity
- Launching in UK
- Corporations Introducing Energy Drinks in 2006
- Table 3-16 Complete List of Corporations Introducing Energy Drink
Products, by Number of Reports, 2006
Chapter 4: Market Trends
- Energy Not Necessarily Tied to Heavy Activity
- But Active Consumers Still Show Above Average Energy Drink Usage
- Table 4-1 Energy Drink Usage vs. Sports and Non-Diet Cola Drinks by Top 10
Activities, 2006 (index)
- Rising Competition Pushes Differentiation
- The Flavor Factor
- Table 4-2 Attributes That Impact Consumer Decisions to Buy Foods and
Beverages, 2006 vs. 2007
- Finding the Winning Formula
- Table 4-3 Top Ingredient Purchases for R&D, 2005-2006
- Positioning on Therapeutic Benefits
- Table 4-4 Standard Energy Drink Ingredients and Benefits
- Table 4-4cont. Standard Energy Drink Ingredients and Benefits
- The “New Age” of Influence
- Sensory Attributes Get Intense
- Old-School Energy Boosters: Caffeine and Alcohol
- Caffeine, America' s Drug of Choice
- Table 4-5 Caffeine Content of Selected Energy Drinks
- Alcoholic Energy Drinks Buzz
- Table 4-6 Alcohol Content of Selected Energy Drinks
- Table 4-7 Energy Drink Consumers' Response to the Statement, “The
Point of Drinking is to Get Drunk,” 2006 (index)
- Table 4-8 Selected Mixed Drink Recipes Featuring Energy Drinks
- Appealing to Demographic Groups
- Energy Drinks for Every Man ... and Woman
- A Liquid Experience for Boomers
- Energy Drinks for the Hispanic Market
- Natural and Organic
- Private Label May Energize
- Re-Enter the Genki Dragon
- Nanotechnology and Microencapsulation
- Core Company Values and Commitment Important
Chapter 5: Product and Ingredient Trends
- Energy Drink Introductions Hit Adrenaline Surge
- Some Product Claims Stay Hot
- Cost of Entry: Single Serve and Vitamins
- Who Needs Sugar?
- Other Product Claims Emerge
- Antioxidants Spur Category Crossover
- Functionality Hot Button: Omega-3 Fatty Acids
- Selected Trends by Number of New Product Claims
- Table 5-1 Selected Energy Drink Trends, by Number of New Product
Introduction Package Claims, 2003-2007
- Category Crossing Creates New Opportunities
- Dairy is Whey Cool
- Flavor Trends
- Kaleidoscopic Flavors Spurred by Superfruits
- Top Flavor Introductions Still Tame, Though
- Table 5-3 Selected Energy Drink Flavor Trends, by Number of New Product
Introductions, 2003-2007
- Selected New Product Introductions
- Table 5-4 Selected List of New Energy Drink Product Introductions, June
2006-July 2007
Chapter 6: Advertising and Retail
- Consumer Advertising Expenditures
- Red Bull Dominates in Advertising Spend
- Table 6-1 Selected Energy Drink Advertising Spends, 2006 (in thousand $)
- Evolving Media Consumption and Opportunities
- Sport and Celebrity Branding
- Lasting Ties to Music Industry
- Bloom Reaches Out to Women
- Much Activity Around Diet Pepsi MAX Launch
- Grabbing Consumer Attention at Bottle
- Retail Distribution Varied
- Figure 6-1 Hansen Natural' s Retail Distribution by Type of Outlet, 2006 (%)
- Convenience Stores Growing in Importance
- Specialty Outlets, General Market
- Think Non-Traditional
- Start Small to Go Big
- Nimble Enough for Special Relationships
Chapter 7: The Consumer
- The Simmons Survey System
- Energy Drink Usage Penetration
- Table 7-1 Consumer Penetration Rates for Energy Drinks vs. Sports and
Non-Diet Cola Drinks, 2004-2006 (%)
- Figure 7-1 Consumer Penetration Rates for Energy Drinks vs. Sports and
Energy Drinks, 2004-2006 (%)
- Energy Drink User Demographic Characteristics
- Table 7-2 Top Demographics Favoring Energy Drinks vs. Sports and Non-Diet
Cola Drinks, 2006 (index)
- Energy Drink Consumption Lower for Women
- Table 7-3 Number of Energy Drinks Consumed by Energy Drink Users in the
Last 30 Days
- Brand Usage Rates Suffer From Fragmentation
- Table 7-4 Consumer Penetration Rates by Selected Energy Drink Brands,
2004-2006
- Figure 7-2 Consumer Penetration Rates by Selected Energy Drink Brands,
2004-2006
- Energy Drink Consumer Responses to Psychographic Statements
- Into Health Products, But May Be Fickle
- Table 7-5 Energy Drink Consumer Responses to Selected Health and
Nutrition Statements, 2006 (index)
- Too Time-Pressed to Care for Self
- Table 7-6 Energy Drink Consumer Responses to Selected Time Crunch
Statements, 2006 (index)
- Not Afraid to Experiment
- Table 7-7 Energy Drink Consumer Responses to Selected Experimentation
Statements, 2006 (index)
- Specialty May Be a Motivator
- Table 7-8 Energy Drink Consumer Responses to Selected Food & Beverage
Statements, 2006 (index)
- A Look at Teen Energy Drink Usage
- Energy Drink Penetration Among Teens
- Table 7-9 Teen and Adult Consumer Penetration Rates for Energy Drinks
vs. Sports and Non-Diet Cola Drinks, 2006 (%)
- Figure 7-3 Teen Consumer Penetration Rates for Energy Drinks vs. Sports
and Non-Diet Cola Drinks, 2004-2006 (%)
- Energy Drink Consumption Greater Among Teens
- Table 7-10 Number of Energy Drinks Consumed in Last 30 Days: Teens vs.
Adults, 2006 (%)
- Teen Energy Drink User Demographics
- Table 7-11 Teen Energy Drink Usage by Demographic Characteristic, 2006
(index)
- Brand Usage Rates Allude to Fragmentation
- Table 7-12 Teen Consumer Penetration Rates by Selected Energy Drink
Brands, 2004-2006
- Figure 7-4 Teen Consumer Penetration Rates by Selected Energy Drink
Brands, 2004-2006
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