2019 State of the Beverage Industry: Energy drinks maintain competitive edge
Flavor combinations, natural ingredients contribute to double-digit growth
Function, flavor and convenience remain key growth drivers in the energy drinks and shots category, but after many years of growth, the performance of the energy shots segment has flattened out, said Gary Hemphill, managing director of research at New York-based Beverage Marketing Corporation (BMC), in Beverage Industry's August 2018 issue.
With slightly more than $1 billion in sales, the energy shots category decelerated 1.4 percent in U.S. multi-outlets and convenience stores for the 52 weeks ending May 19, according to data from Chicago-based Information Resources Inc. (IRI). In contrast, the energy drinks market saw steady growth, notching sales of $11.6 billion, an 11.3 percent increase during the same timeframe.