2012 Energy Drinks in the U.S.

Published: November 2012

Publisher: Beverage Marketing Corporation

Product ref: 153310

Pages: 194

Format: PDF

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Report description

ACTION, PACKED.

Get the facts and find out what's next for this dynamic marketplace where a plethora of new players strive to grow and hope to make inroads against the industry leaders. This report profiles the top companies and brands and examines trends and issues impacting the market. It covers regional markets, packaging, distribution, advertising and demographics. New for 2012: Expanded discussion of small energy drink companies.

Report Extract:

Red Bull traditionally dominated energy drink distribution in the U.S., a situation that slowly changed as others - including Hansen, Coke and Pepsi - pushed their own energy drinks through their distribution networks.

  • While most of Hansen's energy drink sales were initially in California and other Western states, the company gained a foothold in other states with its array of energy drink brands.
  • Energy drinks are attractive to distributors and retailers because they pack an attractive dollar margin without taking too much shelf space. Nonetheless, the high price point attracted moves toward offering better value for the buck.


Energy drinks are distributed in convenience and gas stores, supermarkets, down-the-street outlets, foodservice, as well as small independents, mass merchandisers, club stores, drug stores and others.

  • A near-majority of sales takes place in convenience and gas stores.
  • Foodservice and supermarkets have double-digit shares as well.


Convenience and gas stores were among the first stores to make energy drinks widely available.

  • As Red Bull and other brands became more popular, other channels also began to carry these beverages. Despite this development, the convenience and gas channel remains the largest for this segment - primarily due to its strength as an immediate gratification destination.
  • Convenience and gas stores have dedicated less and less space to traditional carbonated soft drinks inspired by the fact that energy drinks and non-carbonated beverages have grown at a faster pace.
  • The soft economy hurt energy drinks in convenience/gas stores in 2009. According to Hansen, its 24-ounce can sales were hurt in this channel as blue-collar workers cut back on consumption. However, in 2010, volume of energy drinks grew by 10%.

Table of contents

1. THE U.S. ENERGY DRINK MARKET
The Energy Drink Market
• Overview
• Volume and Dollars
• Per Capita Consumption
• Growth
• Seasonality
• Recent Issues
Exhibits
• U.S. Energy Drink Market Estimated Wholesale and Retail Dollars and Volume 1997 – 2012
• U.S. Energy Drink Market Per Capita Consumption 1997 – 2012
• U.S. Energy Drink Market Compound Annual Growth 2002 – 2011
• U.S. Energy Drink Market Quarterly Volume Shares in Measured Channels 2003 – 2011

2. ENERGY DRINK REGIONAL MARKETS
Regional Energy Drink Markets
• Overview
• The West
• The South
• The Midwest
• The Northeast
Leading Energy Drink Cities
Exhibits
• The Regional Energy Drink Markets Estimated Case Volume in Measured Channels 2006 – 2011
• The Regional Energy Drink Markets Case Volume Share in Measured Channels 2006 – 2011
• The Regional Energy Drink Markets Case Volume Growth in Measured Channels 2007 – 2011
• Leading Energy Drink Cities by Volume in Measured Channels 2006 – 2011
• Leading Energy Drink Cities by Volume Share in Measured Channels 2006 – 2011
• Leading Energy Drink Cities by Volume Growth in Measured Channels 2007 – 2011
• Leading Energy Drink Cities by Dollar Sales in Measured Channels 2006 – 2011
• Leading Energy Drink Cities by Dollar Share in Measured Channels 2006 – 2011
• Leading Energy Drink Cities by Dollar Growth in Measured Channels 2007 – 2011

3. ENERGY DRINK DISTRIBUTION CHANNELS
Energy Drink Distribution Channels
• Overview
• Convenience and Gas Stores
• Supermarkets
• Foodservice
• Mass Merchandisers
• Drug Stores
• Others
Exhibits
• U.S. Energy Drink Market Volume by Distribution Channel 2006 – 2011
• U.S. Energy Drink Market Share of Volume by Distribution Channel 2006 – 2011
• U.S. Energy Drink Market Change in Volume by Distribution Channel 2007 – 2011

4. ENERGY DRINK PACKAGING
Energy Drink Packaging
Exhibits
• Energy Drink Packaging Volume by Size 1997 – 2011
• Energy Drink Packaging Share of Volume by Size 1997 – 2011
• Energy Drink Packaging Change in Volume by Size 1998 – 2011
• Energy Drink Packaging Estimated Wholesale Dollars by Size 1997 – 2011
• Energy Drink Packaging Share of Wholesale Dollars by Size 1997 – 2011
• Energy Drink Packaging Change in Wholesale Dollars by Size 1998 – 2011

5. LEADING ENERGY DRINK COMPANIES AND THEIR BRANDS
The Leading Companies
Red Bull
Monster Beverage Corporation
Rockstar, Inc.
PepsiCo, Inc.
Coca-Cola Company
National Beverage Corporation
Ferolito, Vultaggio & Sons
Dr Pepper Snapple Group
Monarch Beverage Company
Crunk!!! Energy Drink
Energy Drink Retail Price Per Case
Exhibits
• Leading Energy Drink Brands Estimated Wholesale Dollar Sales 2006 – 2011
• Leading Energy Drink Brands Share of Wholesale Dollar Sales 2006 – 2011
• Leading Energy Drink Brands Change in Wholesale Dollar Sales 2007 – 2011
• Leading Energy Drink Brands Volume 2006 – 2011
• Leading Energy Drink Brands Share of Volume 2006 – 2011
• Leading Energy Drink Brands Change in Volume 2007 – 2011
• U.S. Energy Drink Market Retail Price Per Case by Brand in Supermarkets 2008 – 2011
• U.S. Energy Drink Market Retail Price Per Case by Brand in Drug Stores 2008 – 2011

6. THE ENERGY SHOT AND HEALTHY ENERGY SEGMENTS
Energy Shots
Healthy Energy
Exhibits
• U.S. Energy Shot Market Estimated Wholesale Dollars and Volume 2005 – 2016
• Leading Energy Shot Brands Estimated Wholesale Dollar Sales 2006 – 2011
• Leading Energy Shot Brands Share of Wholesale Dollar Sales 2006 – 2011
• Leading Energy Shot Brands Change in Wholesale Dollar Sales 2007 – 2011

7. ENERGY DRINK ADVERTISING EXPENDITURES
Energy Drink Advertising Expenditures
• Overview
• Expenditures by Medium
Exhibits
• Leading Energy Drink Brands Advertising Expenditures 2006 – 2011
• Leading Energy Drink Brands Share of Advertising Expenditures 2006 – 2011
• Leading Energy Drink Brands Change in Advertising Expenditures 2007 – 2011
• Energy Drink Advertising Expenditures by Media 2006 – 2011
• Energy Drink Share of Advertising Expenditures by Media 2006 – 2011
• Energy Drink Change in Advertising Expenditures by Media 2007 – 2011

8. DEMOGRAPHICS OF THE ENERGY DRINK CONSUMER
Demographics of the Energy Drink Consumer
• Overview
• Comparative Demographics of Energy Drink Brands
Exhibits
• Demographics of the Energy Drink Consumer 2011
• Demographics of the Red Bull Consumer 2011
• Demographics of the Monster Consumer 2011
• Demographics of the Rockstar Consumer 2011
• Demographics of the Full Throttle Consumer 2011

9. THE PROJECTED U.S. ENERGY DRINK MARKET
The Projected U.S. Energy Drink Market
Exhibits
• Projected Energy Drink Market Wholesale Dollar Sales and Volume 2011 – 2016
• Projected Energy Drink Market Wholesale Dollar Sales and Volume Growth 2011 – 2016
• Projected Energy Drink Market Per Capita Consumption 1997 – 2016
• Projected Energy Drink Market Wholesale Dollars and Volume by Can Size 2011 – 2016
• Projected Energy Drink Market Wholesale Dollars and Volume Share by Can Size 2011 – 2016
• Projected Energy Drink Market Growth of Wholesale Dollars and Volume by Can Size 2011 – 2016

10. DIRECTORY OF ENERGY DRINK COMPANIES
Energy Drink Companies

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Related research categories

By sector: Energy (in Soft drinks), General drinks

By market: United States (in North America)