In the Sonic the Hedgehog video game series, one of the signature moves of the character is the Sonic Boost where Sonic moves at increased speeds to not only cover more ground, but breakup obstacles that might be in its way. Just like how gamers can tap the right buttons on a controller to enact the Sonic Boost, consumers increasingly are turning to energy drinks and shots to get them through their day.
In its “US Energy Drinks Market Report 2022,” Chicago-based Mintel highlights that energy drinks performance is driven by a dedicated base of highly engaged consumers, as 52% of these consumers drink these beverage multiple times a week or more.