Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Energy Drinks & Shots

2013 State of the Industry: Energy drinks & shots

Energy drinks and shots pick up the pace

Non aseptic sports drinks
Red Bull
Top energy shots
Non aseptic sports drinks
Red Bull
Top energy shots
July 10, 2013

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.

Analysts noted that flavors are creating interest in the category in Beverage Industry’s August 2012 issue. Mintel’s Goel Lal said that lemonade, juice and tea flavors, specifically, are popular among energy drinks and shots. She pointed out that Monster’s Rehab line features tea, and one variety also includes lemonade. Last summer, Las Vegas-based Xyience Xenergy added Melon Mayhem and Tangerine Twister to its energy drink lineup. Additionally, Xyience launched Xenergy + Tea and Xenergy + Lemonade drinks earlier this year, which combine energy with tea and lemonade.

In the energy shots segment, Farmington Hills, Mich.-based Living Essentials LLC’s 5 Hour Energy remains the category leader, according to IRI data. Private label energy shots were the second most popular offering in the 52 weeks ending May 19, while Andover, N.J.-based NVE Pharmaceuticals’ Stacker 2 line took three of the Top 10 spots on the list.

The energy concept also is being blended with other categories, such as sports drinks and waters, said Richard Haffner, global head of beverages research at Chicago-based Euromonitor International, in Beverage Industry’s August 2012 issue. For instance, Purchase, N.Y.-based PepsiCo offers Gatorade G Series Prime pouches to deliver energy before a workout. In the enhanced water category, Northfield, Ill.-based Kraft Foods Inc. launched Mio Energy, which brings customization and portability to the energy and enhanced water categories. The brand increased 95 percent in the 52 weeks ending May 19 compared with the prior-year period, IRI reports.

In addition to merging categories, energy drinks are incorporating more natural ingredients into their formulations, Haffner added. For instance, Brooklyn, N.Y.-based Runa launched Runa Clean Energy earlier this year. The all-natural energy drink contains only carbonated water, Amazon guayusa, citric acid and natural flavors, the company says. Another example comes from Camden, N.J.-based Campbell Soup Co.’s V8 Energy Shots, which increased 27,168 percent in measured channels in its first year on the market, according to IRI. According to Innova Market Insights, the Netherlands, natural and no additives/preservatives positionings are top energy drink claims, and they will continue to grow.

KEYWORDS: 5 Hour Energy energy drinks energy shots Red Bull Xyience

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
  • Younger generation displays unique habits when it comes to beverage consumption

    Generation Z shakes things up in beverage

    Experts share that Gen Z is changing the standard on what...
    Beverage News
    By: Chloe Alverson
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Sting Energy

PepsiCo, Sting Energy unveil global partnership with Formula 1

PepsiCo + poppi

PepsiCo completes acquisition of poppi

people drinking Wynk

Mindful drinking prompts growth for THC beverages

Vote for your favorite new product

Have your say in what makes it to the top this month!
Vote for your favorite new product and help us celebrate excellence.


VOTE NOW!

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Red Bull Flugtag

    Red Bull launches Flugtag limited-edition packaging, mobile contest

    See More
  • Pirate Energy drinks

    2014 State of the Industry: Energy drinks

    See More
  • energy2

    2012 State of the Industry: Energy Drinks

    See More

Events

View AllSubmit An Event
  • June 13, 2024

    Sipping on Innovation: Discover New Functional Ingredients for the Future of Beverages

    On Demand Functional beverages are one of the hottest trends in health & wellness. Now, consumers are demanding more function from their functional beverages. To do this effectively, we’ll need highly innovative beverage friendly ingredients that are backed by solid clinical science.
View AllSubmit An Event
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing