The promise of a convenient, on-the-go caffeinated beverage, along with more flavor choices and natural ingredients, continues to drive the energy drinks market. The non-aseptic energy drinks category saw a sales increase of 4 percent to just more than $11 billion in U.S. multi-outlets and convenience stores for the 52 weeks ending May 14, according to data from Information Resources Inc. (IRI), Chicago.

On the other hand, the energy shots category notched slightly more than $1 billion in sales for the same time period; however, it experienced a deceleration of 6.4 percent, IRI data indicates.