During the past decade or so, the energy drinks and shots category has experienced solid growth. In 2016, wholesale dollar sales for energy drinks grew 7.3 percent to $7.8 billion, according to Roger Dilworth, senior editor at
New York-based Beverage Marketing Corporation (BMC).
As physicist Albert Einstein once said: “Life is like riding a bicycle. To keep your balance, you must keep moving.” As today’s American consumers look to keep moving, they are turning to various forms of energy-inducing foods and beverages. However, in the spirit of Einstein’s quote, consumers also are in search of more balanced energy resources.
Launched in 1989, TV commercials featuring the Energizer Bunny, the sunglass-wearing pink toy rabbit, have entered the vernacular as a representation for anything that endlessly continues. As more consumers strive to “get up and go,” energy drinks also have entered the mainstream, according to ingredient suppliers.
A study of mice with Type 2 diabetes found that a significant amount of coffee consumption could help protect against memory loss associated with advanced diabetes, as well as reduce weight gain and lower blood sugar levels, according to a May 10 article published in New York Daily News.
Beverages have become more than just a source of refreshment. Consumers also are turning to beverages for functional benefits. Sports drinks as well as energy drinks and shots have become a source to provide a variety of functionalities.“There are quite a number of functional benefits that consumers are looking for with energy drinks and shots besides [an energy] boost,” says Garima Goel Lal, senior analyst at Mintel International, Chicago.