Scope of Report
This report analyzes the U.S. market for energy drinks and shots sold across the full retail spectrum, including food, drug, mass merchandisers, club stores, convenience stores, and natural food stores. The report does not cover other non-alcoholic beverages such as carbonated sodas, juices, sports drinks, dairy beverages or water.
For mass market sales tracking purposes, Packaged Facts uses category breakouts as identified by Information Resources, Inc. in its InfoScan Review sales tracking data. In order of dollar size, these categories are:
Energy drinks, both aseptic and non-aseptic
Energy shots
Energy drink mixes
Key issues, trends and consumer behaviors affecting the market have been identified andperformance highlights of leading brands and market players in terms of sales have been analyzed.
Methodology
The information in this report was obtained from both primary and secondary research. Primary research entailed consultations with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.
For the mass market, Packaged Facts estimated sales and market share primarily on data from SymphonyIRI sales tracking data. The consumer demographics analysis was developed using data from Experian Simmons Market Research Spring 2012 consumer survey.
Discussions on overall energy drink and shot retail sales and projections reflect sales through all U.S. retail channels. Discussions on individual brand sales are based on SymphonyIRI tracked sales, which include sales through chain supermarkets, drug stores and mass merchandisers other than Wal-Mart.
Energy drinks still have modest consumption rates
In broad strokes, health- and wellness-related beverage products are seeing increased consumer penetration, while classic beverages—especially colas—are seeing consumer attrition.
As tracked by Experian Simmons national consumer surveys, overall usage rates of RTD beverages is led by a household staple—milk. Juices and bottled water also have widespread appeal with strong overall penetration for these beverages.
Colas of all types have seen a modest drop in usage from 2006-2012. For example, in 2006, 62% of adults drank regular colas, and as of 2012, usage was less than 60%. On the other hand, functional RTD beverages—energy drinks, sports drinks, and RTD tea—have edged up over the past few years.
Most notably, energy drink usage has risen from nearly 13% in 2006 to 17% in 2012. However, energy drinks still have the lowest consumption rates of any RTD beverage. This reflects the market’s relative infancy and growth potential, especially as industry makers and marketers continue to cross-pollinate energy drinks with other RTD beverage types to broaden its appeal.
Indeed, increased acceptance of energy drinks is driven by the category’s distinctive benefit to offer consumers what they want and need—more energy. As such, typical marketing strategies for energy shots/drinks focus on product benefits rather than product features. However, more recently, industry players have begun to focus on delivering energy benefit with ingredients other than common caffeine and sugar. This has created interest and category growth via product features, such as those with “zero” monikers and “all-natural” claims. The implication will produce continued growth among consumers looking for health benefits in convenient RTD beverages.
