According to a June 2012 report on energy drinks and shots in the United States by market research firm Mintel, Chicago, the market grew 124 percent from 2006 to 2011, which suggests a continuing recovery from the recession, it states. In the 52 weeks ending May 19, 2013, the energy drink category increased nearly 8 percent in measured channels compared with the prior-year period, according to Information Resources Inc. (IRI), a Chicago-based market research firm.
Most of the growth in energy drinks and shots has come from the major players, Mintel’s Goel Lal said in Beverage Industry’s August 2012 issue. For instance, Santa Monica, Calif.-based Red Bull North America Inc.’s flagship Red Bull energy drink remains the No. 1 brand in the energy drink category, according to IRI. In 2012, the company launched Red Bull Total Zero, a zero-calorie version of the energy drink. Earlier this year, it released its first flavored energy drinks nationwide. Red Bull Editions are available in The Red Edition, The Silver Edition and The Blue Edition, which feature cranberry, lime and blueberry flavors, respectively.