Such is the value to mainstream consumers of the proposition of a daily dose of energy with no added sugar that in the US alone this new category has soared to over $350 million in retail sales in less than two years - despite recession and despite selling at a massive 400% price premium over established energy drinks such as Red Bull!

This unique 40-page report uses our trademark independent and opinionated analytical style to show how this has been achieved in the US and is fast-emerging in the UK, using:

* detailed brand sales data
* comparisons of product pricing
* comparisons of advertising messages and claims
* six detailed case studies, including market-leader 5-Hour Energy and Red Bull’s new entry in the category

Our report – based on interviews with executives at the leading companies in this new category and beverage industry experts – sets out brief and practical guidelines for anyone else looking to replicate this success elsewhere. We summarise:

* success factors, and common causes of failure
* common lessons for pricing, positioning and branding
* key lessons in communicating benefits

Outside the US there’s a chance in most countries to create similar new brands in most countries:

* There are a wealth of opportunities throughout Europe – where energy drinks are a category that is least likely to be affected by the EU’s restrictive health claims regulation.
* There are also opportunities for companies that are fast to market in Australia, parts of South America and the Middle East.

1. Executive summary
Some rules for success in the new energy shot category

2. The US market: brand sales, market data and forecasts
2.1 Market data
2.2 Super-premium pricing
2.3 Case study – Could 5-Hour Energy be the next Red Bull?
2.4 Case study – Zen shot promises “natural energy”
2.5 Can the big brands compete?
2.6 Case study – Red Bull moves into energy shots
2.7 Case study – Coca-Cola’s NOS power shot

3. The European market: brand sales, market data and forecasts
3.1 Market data
3.2 Opportunities in Europe
3.3 Super-premium pricing
3.4 Case study – Quick Energy
3.5 Case study – Powershot
3.6 Case study – An opportunity for dairy?

4. Brand identity, marketing communications and the target consumer
4.1 Marketing messages defined by “sugar-free” and “no crash”
4.2 Success from attracting new consumers to energy

5. Seven strategy lessons from the energy shot category
Lesson 1: New category creation and disruptive innovation is the most successful strategy
Lesson 2: Provide a benefit that consumers can feel
Lesson 3: Focus on one benefit, one brand
Lesson 4: Offer I-nutrition
Lesson 5: Innovate in packaging
Lesson 6: Make your product premium-priced
Lesson 7: Look to Asian ideas