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Energy Drinks - US - May 2015

Published By :

Mintel

Published Date : May 2015

Category :

Non-Alcoholic Drinks

No. of Pages : 74 Pages

The energy drink and shot category posted stellar gains of more than 50% between 2009 and 2014, thanks to consumers’ needing extra energy for their hectic lifestyles and specific popularity with Millennials. It has recovered from its lowest sales gains in 2013, when the category came under fire for ingredient safety, and is expected to see strong growth through 2019, increasing an estimated 52% from 2014-19.
Table of Content

Overview

What you need to know
Definition

Executive Summary

Category growth expected to continue through 2019
Figure 1: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2009-19
The issues
Energy drinks experience growth, shots fight declines
Figure 2: Total US retail sales and forecast of energy drinks and shots, by segment, in $ millions, 2009-19
Core consumers going through lifestage shift
Figure 3: Marital status, by age, 2013
Consumers influenced by advertising, family/friends, to switch brands
Figure 4: Attitudes and behaviors toward energy drinks/shots - any agree, by generations and parental status by gender (presence of children under 18 by gender), January 2015
The opportunities
Older Millennials
Figure 5: Energy drink and shot usage, any usage, January 2015
Women as mothers
Figure 6: Energy drink and shot usage, by parental status by gender (presence of children under 18 by gender), January 2015
Consumers drinking both natural and regular energy drinks/shots
Figure 7: Energy drink/shot usage, by energy drink/shot usage, January 2015
What it means

The Market – What You Need to Know

Category sees 56% growth from 2009-14
Energy drinks dominate category sales
Energy-claim food, beverages compete with category
Core consumers in a lifestage transition

Category Growth Forecast to Continue

Energy drinks drive category sales gains
Figure 8: Total US sales and fan chart forecast of energy drinks and shots, at current prices, 2009-19
Figure 9: Total US retail sales and forecast of energy drinks and shots, at current prices, 2009-19
Figure 10: Total US retail sales and forecast of energy drinks and shots, at inflation adjusted prices, 2009-19

Market Breakdown

Energy drink segment dominates in sales, growth
Figure 11: Total US retail sales and forecast of energy drinks and shots, by segment, in $ millions, 2009-19
Growth slows through 2019
Figure 12: Percent change of total US retail sales and forecast of energy drinks and shots, by segment, at current prices, 2009-19
Convenience stores remain channel leader
Figure 13: Total US retail sales of energy drinks and shots, by channel, at current prices, 2012 and 2014

Market Perspective

Many food and drinks claiming energy
Figure 14: Top 10 food and drink products with a description of energy, 2010 to April 2015

Market Factors

Core consumers entering new life stage
Millennials are getting married
Figure 15: Marital status, by age, 2013
Millennials are having children
Figure 16: Households with own children, by age of householder, 2013

Key Players – What You Need to Know

Energy drink brands top players
Red Bull, Monster, NOS sees success in 2014
5-Hour Energy, private label struggles
Flavor, functions, zero calories, natural attributes lead innovation

Red Bull Leads Category, Coca-Cola Capitalizes on NOS

Manufacturer sales of energy drinks and energy shots
Figure 17: MULO sales of energy drinks, by leading companies, rolling 52 weeks 2014 and 2015

What’s Working?

Energy drinks drive category growth
Figure 18: Red Bull energy drink consumption, trended 2010-14
Figure 19: MULO and MULC sales of Monster Energy Zero Ultra, 52 weeks ending Dec. 28, 2014 and Feb. 22, 2015
Figure 20: MULO and MULC sales of Java Monster, 52 weeks ending Dec. 28, 2014 and Feb. 22, 2015
Figure 21: MULO sales of Monster Muscle, 52 weeks ending Feb. 22, 2015
Figure 22: Monster energy drink consumption, trended 2010-14
NOS sees stellar growth
Figure 23: NOS energy drink consumption, trended 2012-14
Figure 24: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015

What’s Struggling?

The energy shot segment losing users
Figure 25: 5-Hour Energy shot consumption, trended 2010-14
Figure 26: MULO sales of 5-Hour Energy Extra Strength, 52 weeks ending Feb. 22, 2015
Private label cannot compete with brands
Figure 27: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 28: MULO sales of energy drink shots, by leading companies and brands, rolling 52 weeks 2014 and 2015

What’s Next?

Flavors
Limited editions
Coffee meets energy
Energy drinks morphing into performance drinks
More zero calorie offerings
Natural energy

The Consumer – What You Need to Know

Older Millennials are category’s core consumers
Opportunities to appeal to parents
Recommendations, advertising encourages switching between brands
Consumers drink both natural and regular energy drinks/shots

Older Millennials Core Consumers

Millennials increasing energy drink consumption
Older Millennials strongest consumer base
Changing life stage
Figure 29: Energy drink/shot usage, any usage, January 2015
Figure 30: Energy drink/shot usage, by age, January 2015
Prefer energy drinks, mixing with other beverages
Figure 31: Attitudes and behaviors toward energy drinks/shots – Any agree, by generations, January 2015
Interests in innovation
Figure 32: Influential energy drink/shot attributes, by generations, January 2015

Young Millennial Attitudes and Behaviors

Crowed beverage market hinders growth
Figure 33: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
Younger Millennials look for natural/organic
Figure 34: Influential energy drink/shot attributes, by generations, January 2015

Fathers and Mothers Heavy Users

Fathers highest users, Mom usage tops men without children
Figure 35: Energy drink and shot usage, by parental status by gender (presence of children under 18 by gender), January 2015
Figure 36: Attitudes and behaviors toward energy drinks/shots - any agree, by parental status by gender (presence of children under 18 by gender), January 2015
Figure 37: Influential energy drink/shot attributes, by generations, January 2015
Opportunity to reach out to mothers

Key Drivers – Energy Drink and Shot Consumption

Income, employment, warehouse shopping drive energy drink consumption
Figure 38: Key drivers of drinking more or the same amount of energy drinks, January 2015
Advertising, purchase location drive energy shot consumption
Figure 39: Key drivers of drinking more or the same amount of energy shots, January 2015

Mass Merchandisers Popular Retail Channel

One in five Millennials finds retail location an important purchase driver
Older Millennials prefer mass merchandisers
Figure 40: Energy drink/shot purchase location and preferred purchase location - any rank, by generation, January 2015
Mass merchandisers also top young Millennials’ preferences
Figure 41: Energy drink/shot purchase location and preferred purchase location - any rank, by generation, January 2015

Drinker Switching Behavior

Family/friends influence brand preference
Figure 42: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
Drinkers switch between leading brands
Figure 43: Energy drink and shot brands consumed, by energy drink and shot, December 2014

Advertising Influences on Brand Selection

58% of Millennials are influenced by advertising
Figure 44: Attitudes and behaviors toward energy drinks/shots - any agree, by generations, January 2015
Consumer participation/interest in extreme and untraditional sports
Figure 45: Sports played/participated in the last 12 months, by energy drink, December 2014
Figure 46: Sports, any interest, by energy drink, December 2014

Users Want Regulation

The majority of users are still wary of ingredient safety
Figure 47: Attitudes and behaviors toward energy drinks/shots - any agree, by generation, January 2015
Safety not the reason for drinking less, not drinking
Figure 48: Energy drink/shots usage, by Attitudes and behaviors toward energy drinks/shots - any agree, January 2015

Natural Consumption

Users drink natural in addition to, rather than in place of, regular
Figure 49: Energy drink/shot usage, by energy drink/shot usage, January 2015
Older Millennials heaviest natural users
Figure 50: Energy drink/shot usage, by generation, January 2015

Important Attributes

Flavor most important attribute
Figure 51: Important attributes, by energy drink/shot, January 2015

Appendix – Data Sources and Abbreviations

Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms

Appendix – Market

Energy drink segment sales
Figure 52: Total US retail sales and forecast of energy drinks, at current prices, 2009-19
Figure 53: Total US retail sales and forecast of energy drinks, at inflation-adjusted prices, 2009-19
Energy shot segment sales
Figure 54: Total US retail sales and forecast of energy shots, at current prices, 2009-19
Figure 55: Total US retail sales and forecast of energy shots, at inflation-adjusted prices, 2009-19
Retail outlet sales
Figure 56: Total US retail sales of energy drinks, by channel, at current prices, 2009-14
Figure 57: Total US retail sales of energy drinks, by channel, at current prices, 2012 and 2014

Appendix – Key Players

Figure 58: MULO sales of energy drinks, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 59: MULO sales of energy drink shots, by leading companies and brands, rolling 52 weeks 2014 and 2015

Appendix – Consumer

Figure 60: Energy drink usage, by demographics, by brand, December 2014

Appendix – Key Driver Analysis

Interpretation of results
Figure 61: Key drivers of drinking more or the same amount of energy drinks – key driver output, January 2015
Figure 62: Key drivers of drinking more or the same amount of energy shots – key driver output, January 2015
Methodology

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