Beverage brand owners would be sensible to diversify within energy drinks now or risk missing out on future market share in a sector increasingly crowded with concepts, according to German ingredients firm Doehler.
Negative publicity concerning the possible adverse effects of energy drinks has only encouraged US energy drink growth in recent years, with consumers attracted by ‘edgy’ product positioning, but another formula is needed to boost growth.
The firm behind Bazi – an antioxidant-rich energy shot claimed to trump rivals in the nutrition stakes – reckons it could be a $100m brand in four to five years as consumers look for something that will give them more than a caffeine blast.
While it might not be able to sustain its early “meteoric” growth rates, the energy shots market still has significant growth potential and can potentially target a far wider audience than energy drinks, market researchers have predicted.
A David vs Goliath battle is set to be waged in the US energy shots sector as two ex-Marines seek to carve out a niche in a market so competitive that even Red Bull has thrown in the towel and made a sharp exit.
The US energy drinks sector is continuing to generate ”quite remarkable” growth despite the depressing economic climate and high gas prices, according to the owner of Monster Energy drinks and Worx Energy shots.
Global energy drink leader Red Bull has taken a rare step back by withdrawing Red Bull Cola and Red Bull Energy Shots from the US market – but says it has no plans to withdraw the products from the other 20 markets where they are sold.
A group of distillers in Rothes, Scotland, began building a power plant this week that turns whisky by-products into energy and could cut total carbon emissions from the Scotch whisky industry by 6 per cent.
Special Edition: Alternatives to carbon heavy processes
US researchers have singled out children and teenagers with heart abnormalities, attention-deficit hyperactivity disorder (ADHD) or other health or emotional problems as being susceptible to adverse events when consuming energy drinks.
Scientists and health professions should not wait for FDA action and should be educating consumers of the dangers of consuming energy drinks, says a new commentary in the Journal of the American Medical Association (JAMA).
Stevia potential and applications, good news for DHA, and ripe opportunities for whey protein-based sports drinks our team at HIE shares some discoveries from the first day of the trade show in Madrid.
Consumers are no longer satisfied with drinks that cause energy to spike and rapidly drop - but manufacturers are looking at new ways to provide consumers with an energy boost, says Beneo's Claudia Meissner.