2015 State of the Beverage Industry: Energy category impacted by other segments
Natural and organic varieties offer growth options
As beverage manufacturers get more creative in their product development, more beverages seem to be blurring the category lines. One category that has been both aided and challenged by this multi-platform approach is the energy category.
Jonas Feliciano, beverage analyst for Chicago-based Euromonitor International, told Beverage Industry in its August 2014 issues that non-alcohol beverages typically are broken into three categories: hydration, refreshment and function. Innovation from energy drink manufacturers has allowed the category to capitalize on the hydration and refreshment segments as well, he said.