What can you tell me about the key players of the energy drink market?
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Our database has some reports about the beverage industry that can meet your needs. Below are the most recent and relevant.
Report 1 – “Functional Beverages Segment Overview”, Trifecta Research, July 2014.
This report covers an overview of the energy drink market and strategies. It says that in general, the strategies for choosing flavors and differentiate from the concurrence are becoming more sophisticated. Consumers seem to be responding positively to flavor expansions as the use of super fruit and berry flavors. For example, Monster Beverage Corp.’s coffee-flavored Java Monster energy drink grew almost a 12% in the 52 weeks.
“Beyond flavor, energy drink brands also are experimenting with natural energy ingredients, such as coconut water and fruit juice, to offer “healthy energy.” For instance, Rockstar launched Rockstar Energy + Hydration Coconut Water Energy Drink, which is a non-carbonated energy drink made with 10% coconut water”.
— Trifecta Research, July 2014.
Report 2 – “UK Soft Drinks Responsibility Report”, British Soft Drink Association, 2015.
There is a section is this report that highlights the new strategies of the main leader: Red Bull. In 2015 Red Bull launched ‘Zero Excuses’, a zero calorie and sugar-free Red Bull Energy Drink variant, with the main objective of attire non- traditional urban consumers, to reach the 18-34 year old market.
“The campaign reached in excess of 8 million people and over 50,000 resolutions were made, over a third of which were related to being more active or losing weight.”
— British Soft Drink Association, 2015.
Report 3 – “Value Focus Food and Beverage”, Mercer Capital, 2014.
This report contains charts and graphs about sales performance. It shows how the energy drink segment saw a 14% increase in volume sales in the most recent year, highlighting the continued recent success within the segment. Although the rise in volume sales, this number is lower than previous years’ growth, implying that the market is quickly becoming highly saturated.
“According to Beverage World’s 2013 industry report, the past year had the second fewest new product innovations in the last six years. Moreover, FDA pressures with respect to caffeine content and ingredient claims may have slowed industry growth”.
— Mercer Capital, 2014.
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