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!

2020 State of the Beverage Industry: Energy drinks, mixes maintain steady growth

Fierce competition and sugar-free energy drinks drive category

By Barbara Harfmann
ENERGY DRINKS- VPX Bang
(Image courtesy of PepsiCo)
ENERGY DRINKS- Celsius BCAA
(Image courtesy of Celsius Holdings Inc.)
ENERGY DRINKS- VPX Bang
ENERGY DRINKS- Celsius BCAA
June 24, 2020

In response to consumers who want more “pep in their step,” the energy drinks and mixes category is maintaining steady growth. In fact, the energy drinks’ category saw dollar sales just north of $12.8 billion in U.S. multi-outlets and convenience stores for the 52 weeks ending May 17, a 9.3 percent increase over the prior-year period, according to data from Chicago-based Information Resources Inc. (IRI). Up 13.5 percent, energy drink mixes also are flourishing, racking up sales of $124.5 million, IRI data states.

Energy shots, on the other hand, remain on a downward slide. Energy shots experienced a 7.9 percent contraction and sales of $977 million for the same time period, IRI data reports.

In the August 2019 Beverage Industry, Roger Dilworth, senior editor at New York-based Beverage Marketing Corporation (BMC), suggested that energy shot growth perhaps had flattened out due to a lack of competition. For instance, 5-Hour Energy shots, made by Farmington Hills, Mich.-based Living Essentials LLC, maintains the lion’s share of the market at 89 percent and notched sales of more than $867 million in multi-outlets for the 52 weeks ending May 17, IRI data suggests.

2020 State of the Beverage Industry
Market Segments
• 2020
• All years

Three of the Top 5 energy shots brands are seeing sales decline: 5 Hour Energy is down 9.3 percent with sales of $867 million, Tweaker is down 0.3 percent with sales of $20.7 million, and Stacker 2 Extra had sales of $14.3 million, a 8.7 percent decrease over a year ago.

However, literally energizing the energy shot category with a 438.6 percent growth trajectory and $10.7 million in sales is VBX Bang, which failed to crack the Top 10 last year and now sits in the fifth spot. In April, this up-and-coming brand of Vital Pharmaceuticals Inc. (VPX), Weston, Fla., inked a distribution deal with Purchase, N.Y.-based PepsiCo to expand its presence on store shelves.

On the energy drinks side, VPX Bang also is finding favor — and flavor — with consumers. It had a year-over-year growth of 80.8 percent and sales of $780 million, IRI data reports. The company’s tag line, “Fuel Your Destiny,” invites consumers to “power up with potent brain and body-rocking fuel” in a variety of flavors such as Black Cherry Vanilla, Cotton Candy, Peach Mango and Rainbow Unicorn.

Top energy shots

(Individual brands)

  DOLLAR SALES % CHANGE VS. PRIOR YEAR MARKET SHARE % CHANGE VS. PRIOR YEAR
5 Hour Energy $867,674,353 -9.3 88.7 -1.4
Tweaker $20,733,560 -0.3 2.1 0.2
Stacker 2 Extra $14,331,080 -8.7 1.5 0.0
Stacker 2 $10,818,855 10.1 1.1 0.2
VPX Bang $10,748,995 438.6 1.1 0.9
Category total* $977,831,293 -7.9 100 ---

*Includes brands not listed.

Source: Information Resources Inc. (IRI), Chicago. Total U.S. supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 17.

The energy drink brand Bang experienced meteoric growth, outperforming all-natural energy drinks and becoming one of the top brands in the entire market,” stated Mintel’s May 2019 “Energy Drinks – US” report in Beverage Industry’s August 2019 issue. “Bang features fun, unique flavors and caffeine levels outside the norm of most energy drinks. Bang’s rapid growth is due to the brand’s appeal among high-frequency energy drink consumers. High-frequency drinkers enjoy flavor variety and are most interested in highly caffeinated energy drinks.”

In the same issue, BMC’s Dilworth pointed out that while the energy shots’ category suffers from a dearth of competition, the energy drinks’ market boasts several key players and “cutthroat competition” is forcing companies “to come up with new innovations instead of resting on their laurels,” he said.

Total energy drink and energy shot sales generated an estimated $13.5 billion in 2018, representing a growth of 29.8 percent from 2013,” Mintel’s report stated. “Growth stems entirely from energy drink sales, which represent 91.5 percent of the entire market; energy shot sales have largely stagnated.”

Chicago-based Euromonitor International also detailed similar success for the energy drinks’ category. In 2013, energy drinks captured $9.6 billion in sales. For the five-year time period of 2013-2018, the category generated $12.3 billion in sales, a 28.3 percent year-over-year growth rate and a compound annual growth rate (CAGR) of 5.1 percent, the market research firm said in the August 2019 Beverage Industry.

Contributing to steady growth, energy drinks are beginning to evolve in terms of ingredients, flavor and function, with several brands releasing lower-sugar, healthier options in slim cans, experts noted.

Top energy drinks

(Individual brands)

  DOLLAR SALES % CHANGE VS. PRIOR YEAR MARKET SHARE % CHANGE VS. PRIOR YEAR
Red Bull $2,891,049,948 -2.3 24.6 -2.4
Monster Energy $1,763,585,023 -2.6 15 -1.5
VPX Bang $780,813,606 80.2 6.6 3.6
Red Bull Sugar Free $687,763,019 -0.3 5.9 -0.5
Monster Energy Zero Ultra $687,273,572 -3.4 5.8 -0.6
Category total* $12,712,904,112 8.3 100 ---

*Includes brands not listed.

Source: Information Resources Inc. (IRI), Chicago. Total U.S. supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 17.

For the first time in its history, The Coca-Cola Co., Atlanta, released Coca-Cola Energy, aimed at providing consumers with a new and approachable option to the energy drink category, whether it’s for a night out with friend or a mid-afternoon pick-me-up, it says. The energy drinks are available nationwide in four flavors: Coca-Cola Energy, Coca-Cola Energy Zero Sugar, Coca-Cola Energy Cherry and Coca-Cola Energy Cherry Zero. Each 12-ounce slim can contains 114 mg of caffeine, guarana extracts, niacin and B-vitamins.

Also in January, Gatorade, a brand of PepsiCo, announced the launch of its first caffeinated beverage designed to deliver energy and hydration: BOLT24 ENERGIZE. The beverage contains 50-75mg of caffeine and delivers electrolytes from watermelon and sea salt, as well as 100 percent of the recommended daily value of antioxidant vitamins A and C, and vitamins B3, B5 and B6, the company says. The performance beverage also contains no artificial sweeteners or flavors and is available nationwide in 16-9 ounce bottles in Strawberry-Lemon, Orange-Passion Fruit and Cherry-Lime.

Demonstrating fierce competition with their sugar-free energy drinks are Santa Monica, Calif.-based Red Bull North America Inc.’s Red Bull Sugar Free variety and Corona, Calif.-based Monster Beverage Corp.’s Monster Energy Zero, which took the No. 4 and No. 5 spots, respectively, based on IRI data for the 52 weeks ending May 17. The Red Bull Sugar Free variety saw sales of $781 million, while Monster Energy Zero notched $669 million in sales versus a year ago.

KEYWORDS: energy drinks energy ingredients energy shots State of the Beverage Industry

Share This Story

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

Barbara h200x200

Barbara Harfmann, managing editor of Beverage Industry, visits beverage companies for cover stories and facility tours, and writes and edits for the magazine’s print and online components. She also represents the magazine at trade shows and events. She earned a Bachelor of Science in Mass Communications and Public Relations from Illinois State University.

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

  • VPX Sports Bang Energy Drink - Beverage Industry

    2019 State of the Beverage Industry: Energy drinks maintain competitive edge

    See More
  • Sports Drinks

    2017 State of the Beverage Industry: Sports and protein drinks see steady growth

    See More
  • energy drinks

    2017 State of the Beverage Industry: Steady demand drives energy drinks market

    See More
×

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