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.
Monster Energy maker Hansen Natural Corporation will unveil a novel, non-alcoholic “brewed energy drink” next year called Uber Monster, its boss has revealed.
A new report by a leading US research organisation has criticised leading soft drinks producers such as PepsiCo, Coke and Dr Pepper for aggressively marketing high sugar products to children and teens.
Large beverage players have ‘been a little slow of the mark’ in benefiting from a UK consumer trend towards consuming energy drinks for general rather than sports purpose.
UK consumers slashed spending on fruit juice and health drinks during the recession, but sales are booming again despite growing health concerns, according to research firm Key Note.
Beverage industry innovation is led by hot rather than soft drinks, with the latter significantly more profitable and associated with an increased interest in new product forms, according to Euromonitor.
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.
Sales of energy drinks are booming, but a new report from Rexam also highlights growing concerns about high caffeine soft drink use amongst young people, especially in the developing world.
5-Hour Energy is now selling nine million bottles of its energy shots a week compared with seven million last year, a 28% rise in volume, the firm has revealed.
5-hour Energy’s grip on the US energy shot market has tightened further in the past year, with the brand now accounting for nine out of every $10 spent in the burgeoning category.
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.
