Sales of energy drinks have taken on the energy of its products compared to a year ago. The energy drinks category increased 15.7 percent for $6.9 billion in sales, according to SymphonyIRI Group, Chicago, for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart.
Slowing growth and lower price points have emerged in an energy drinks category once defined by a meteoric rise and premium pricing, but industry analysts and beverage manufacturers say it is unclear whether the recession or category maturation are to blame.
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