2012 Energy Drinks in the U.S.

2012 Energy Drinks in the U.S.

Published: November 2012
Publisher: Beverage Marketing Corporation
Product ref: 153310
Pages: 194
Format: PDF
Delivery: By product vendor

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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%.

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Related research categories

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

By market: United States (in North America)

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