The $1.1 Billion U.S. Energy Drink Market Has Experienced Phenomenal Growth of over 700% in Current Terms between 2000 and 2005
DUBLIN, Ireland — Research and Markets (http://www.researchandmarkets.com/reports/c24339) has announced the addition of Energy Drinks in the United States to their offering.
The $1.1 billion energy drink market has experienced phenomenal growth of over 700% in current terms between 2000 and 2005. Teens and young adults remain the primary target of manufacturers, and marketers have thoughtfully positioned their beverages in the marketplace, creating an energy drink for every young lifestyle. Many, linked to extreme sports, represent adventure and rebellion. Others seem to offer a party image. Some niche brands have aligned with personal interests, such as music and spirituality.
The tremendous sales growth of this category has been driven by the right product meeting the right group in the right place. Young people seek a way to get the most out of their free time and fun time; added energy is a solution. Furthermore, this group often visits convenience stores, which sold nearly half of all energy drinks (off-premise) in 2004.
The energy drinks category will have great difficulty keeping up the rate of growth seen in the past six years. The market is likely to show some changes in the near future, including consolidation of some of the 1,000-plus players, both large and niche. To survive, manufacturers will need to develop strong and unique positions in the marketplace, as well as hearty distribution networks.
For the purposes of this report, energy drinks have been defined as beverages that specifically claim to provide an energy or stimulation boost. These products also have a marketing positioning which stresses energy. Many generally include active ingredients such as glucose, caffeine and taurine, as well as other health-oriented ingredients such as ginseng and various vitamins and minerals. The market size figures shown in this report are based solely on estimates of off-premise sales, although an estimate of on-premise sales is calculated and discussed in the text.
–Hansen’s Natural Corporation
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