Energy Drinks & Shots

2012 State of the Industry: Energy Drinks

July 18, 2012
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 The non-aseptic energy drink category reported more than $6.9 billion in sales for a 19.4 percent increase for the 52 weeks ending April 15 in U.S. supermarkets,energy drug, gas, convenience and mass merchandise retailers, excluding Walmart, according to Chicago-based market research firm SymphonyIRI Group. The energy shot category also reported a boost with nearly $1.1 billion in sales and 8.5 percent growth during the same time period in SymphonyIRI’s measured channels.

Red Bull once again topped category sales figures with close to 40 percent market share and nearly $2.8 billion in sales in SymphonyIRI’s measured channels for the 52 weeks ending April 15. This spring, the company added Red Bull Total Zero, which the company says will deliver the same energy-boosting ingredients as original Red Bull without the calories, sugar and carbohydrates.

Four products from Monster Beverage Corp., Corona, Calif., appear in SymphonyIRI’s Top 10 non-aseptic energy drinks in measured channels for the 52 weeks ending April 15, including its Java Monster and Monster Mega Energy products. In 2011, the company added zero-calorie Monster Energy Absolutely Zero energy drink as well as Monster Energy M3 energy drink, which is a concentrated form of the energy formula that is packaged in a 5-ounce glass bottle, according to Chicago-based Mintel’s Global New Products Database (GNPD). In addition, Monster expanded its Rehab line of beverages formulated to refresh, revive and rehydrate, the company says. Rehab is available in Rojo Tea, Green Tea and Protean, which contains 15 grams of protein.

Also targeting the recovery category is Rockstar Energy, Las Vegas. Its Rockstar Recovery drink ranked ninth on SymphonyIRI’s list of the Top 10 non-aseptic energy drinks in measured channels with 81 percent growth in sales, which totaled $137 million in the 52 weeks ending April 15. In addition, GNPD reports that this spring the company added Rockster Xdurance Lightly Carbonated Blueberry Pomegranate Acai Performance Energy Drink, Rockstar Coconut Water Energy Drink and Rockstar Iced Energy Peach and Tea Drink.

Experts also note that the category has growth possibilities in the form of natural energy drinks, such as Nestlé and Jamba Juice’s Jamba All Natural Energy Drinks, Campbell Soup Co.’s V8 V-Fusion + Energy and Starbucks Refreshers from Starbucks Coffee Co. Launched this spring, Starbucks Refreshers are available in Strawberry Lemonade, Raspberry Pomegranate and Orange Melon varieties and feature caffeine sourced from green coffee extract.

For consumers who seek an energy boost with less volume, energy shots continue to answer the call. Making up a combined 91 percent of the market, according to SymphonyIRI data, are 5-Hour Energy and 5-Hour Energy Extra Strength varieties from Living Essentials LLC, Farmington Hills, Mich. The 5-Hour Energy product line continues to dominate the category reporting nearly $893 million in dollar sales in SymphonyIRI’s measured channels for the 52 weeks ending April 15. The company’s expanded 5-Hour Energy Extra Strength Shot line reported triple-digit growth for dollar sales totaling nearly $94 million. Reporting the second highest growth in the category is Monster Beverage Corp.’s Worx energy shots, which garnered $15 million in sales in SymphonyIRI’s measured channels in the 52 weeks ending April 15.  BI

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