Energy Drinks in the U.S., 2009 edition
CHAPTER
1. THE U.S. ENERGY DRINK MARKET
The Energy Drink Market pg..........1
- Overview pg..........1
- Volume and Dollars pg..........3
- Per Capita Consumption pg..........4
- Growth pg..........5
- Seasonality pg..........6
Exhibits pg..........7
2. ENERGY DRINK REGIONAL MARKETS
Regional Energy Drink Markets pg..........11
- Overview pg..........11
- The West pg..........12
- The South pg..........12
- The Midwest pg..........12
- The Northeast pg..........13
Leading Energy Drink Cities pg..........13
Exhibits pg..........14
3. ENERGY DRINK DISTRIBUTION CHANNELS
Energy Drink Distribution Channels pg..........23
- Overview pg..........23
- Convenience and Gas Stores pg..........23
- Supermarkets pg..........24
- Foodservice pg..........24
- Mass Merchandisers pg..........25
- Drug Stores pg..........25
- Others pg..........25
Exhibits pg..........27
4. ENERGY DRINK PACKAGING
Energy Drink Packaging pg..........31
Exhibits pg..........33
5. LEADING ENERGY DRINK COMPANIES AND THEIR BRANDS
The Leading Companies pg..........37
Red Bull pg..........39
Hansen Natural Corporation pg..........51
Rockstar, Inc. pg..........59
PepsiCo, Inc. pg..........61
Coca–Cola Company pg..........64
National Beverage Corporation pg..........66
Ferolito, Vultaggio & Sons pg..........67
Dr Pepper Snapple Group pg..........69
Monarch Beverage Company pg..........70
Crunk!!! Energy Drink pg..........70
Energy Drink Retail Price Per Case pg..........71
Exhibits pg..........72
6. ENERGY SHOTS AND EMERGING ENERGY SEGMENTS
Energy Shots pg..........81
Healthy Energy pg..........85
Exhibits pg..........92
7. ENERGY DRINK ADVERTISING EXPENDITURES
Energy Drink Advertising Expenditures pg..........97
- Overview pg..........97
- Expenditures by Medium pg..........98
Energy Drink Advertising Expenditures by Brand pg..........100
- Red Bull pg..........100
- 5–Hour Energy pg..........100
- PepsiCo pg..........100
Exhibits pg..........101
8. DEMOGRAPHICS OF THE ENERGY DRINK CONSUMER
Demographics of the Energy Drink Consumer pg..........107
- Overview pg..........107
- Comparative Demographics of Energy Drink Brands pg..........110
Exhibits pg..........114
9. THE PROJECTED U.S. ENERGY DRINK MARKET
The Projected U.S. Energy Drink Market pg..........125
Exhibits pg..........128
10. DIRECTORY OF ENERGY DRINK COMPANIES
Energy Drink Companies pg..........135
EXHIBIT
1. THE U.S. ENERGY DRINK MARKET
1.1 U.S. Energy Drink Market Wholesale Dollars and Volume 1997 – 2008 pg..........7
1.2 U.S. Energy Drink Market Per Capita Consumption 1997 – 2008 pg..........8
1.3 U.S. Energy Drink Market Compound Annual Growth 2002 – 2008 pg..........9
1.4 U.S. Energy Drink Market Quarterly Volume Shares in Measured Channels 2003 – 2008 pg..........10
2. ENERGY DRINK REGIONAL MARKETS
2.5 The Regional Energy Drink Markets Estimated Case Volume in Measured Channels 2004 – 2008 pg..........14
2.6 The Regional Energy Drink Markets Case Volume Share in Measured Channels 2004 – 2008 pg..........15
2.7 The Regional Energy Drink Markets Case Volume Growth in Measured Channels 2005 – 2008 pg..........16
2.8 Leading Energy Drink Cities by Volume in Measured Channels 2004 – 2008 pg..........17
2.9 Leading Energy Drink Cities by Volume Share in Measured Channels 2004 – 2008 pg..........18
2.10 Leading Energy Drink Cities by Volume Growth in Measured Channels 2005 – 2008 pg..........19
2.11 Leading Energy Drink Cities by Dollar Sales in Measured Channels 2004 – 2008 pg..........20
2.12 Leading Energy Drink Cities by Dollar Share in Measured Channels 2004 – 2008 pg..........21
2.13 Leading Energy Drink Cities by Dollar Growth in Measured Channels 2005 – 2008 pg..........22
3. ENERGY DRINK DISTRIBUTION CHANNELS
3.14 U.S. Energy Drink Market Volume by Distribution Channel 2003 – 2008 pg..........27
3.15 U.S. Energy Drink Market Share of Volume by Distribution Channel 2003 – 2008 pg..........28
3.16 U.S. Energy Drink Market Change in Volume by Distribution Channel 2004 – 2008 pg..........29
4. ENERGY DRINK PACKAGING
4.17 Energy Drink Packaging Volume by Size 1997 – 2008 pg..........33
4.18 Energy Drink Packaging Share of Volume by Size 1997 – 2008 pg..........34
4.19 Energy Drink Packaging Change in Volume by Size 1998 – 2008 pg..........35
5. LEADING ENERGY DRINK COMPANIES AND THEIR BRANDS
5.20 Leading Energy Drink Brands Estimated Wholesale Dollar Sales 2003 – 2008 pg..........72
5.21 Leading Energy Drink Brands Share of Wholesale Dollar Sales 2003 – 2008 pg..........73
5.22 Leading Energy Drink Brands Change in Wholesale Dollar Sales 2004 – 2008 pg..........74
5.23 Leading Energy Drink Brands Volume 2003 – 2008 pg..........75
5.24 Leading Energy Drink Brands Share of Volume 2003 – 2008 pg..........76
5.25 Leading Energy Drink Brands Change in Volume 2004 – 2008 pg..........77
5.26 U.S. Energy Drink Market Retail Price Per Case by Brand in Supermarkets 2005 – 2008 pg..........78
5.27 U.S. Energy Drink Market Retail Price Per Case by Brand in Drug Stores 2005 – 2008 pg..........79
6. ENERGY SHOTS AND EMERGING ENERGY SEGMENTS
6.28 U.S. Energy Shot Market Estimated Wholesale Dollars and Volume 2005 – 2009 pg..........92
6.29 Leading Energy Shot Brands Estimated Wholesale Dollar Sales 2005 – 2009 pg..........93
6.30 Leading Energy Shot Brands Share of Wholesale Dollar Sales 2005 – 2009 pg..........94
6.31 Leading Energy Shot Brands Change in Wholesale Dollar Sales 2006 – 2009 pg..........95
7. ENERGY DRINK ADVERTISING EXPENDITURES
7.32 Leading Energy Drink Brands Advertising Expenditures 2003 – 2008 pg..........101
7.33 Leading Energy Drink Brands Share of Advertising Expenditures 2003 – 2008 pg..........102
7.34 Leading Energy Drink Brands Change in Advertising Expenditures 2004 – 2008 pg..........103
7.35 Energy Drink Advertising Expenditures by Media 2003 – 2008 pg..........104
7.36 Energy Drink Share of Advertising Expenditures by Media 2003 – 2008 pg..........105
7.37 Energy Drink Change in Advertising Expenditures by Media 2004 – 2008 pg..........106
8. DEMOGRAPHICS OF THE ENERGY DRINK CONSUMER
8.38 Demographics of the Energy Drink Consumer 2008 pg..........114
8.39 Demographics of the Red Bull Consumer 2008 pg..........116
8.40 Demographics of the Monster Consumer 2008 pg..........118
8.41 Demographics of the Rockstar Consumer 2008 pg..........120
8.42 Demographics of the Full Throttle Consumer 2008 pg..........122
9. THE PROJECTED U.S. ENERGY DRINK MARKET
9.43 Projected Energy Drink Market Wholesale Dollar Sales and Volume 2008 – 2013 pg..........128
9.44 Projected Energy Drink Market Wholesale Dollar Sales and Volume Growth 2008 – 2013 pg..........129
9.45 Projected Energy Drink Market Per Capita Consumption 1997 – 2013 pg..........130
9.46 Projected Energy Drink Market Wholesale Dollars and Volume by Can Size 2008 – 2013 pg..........132
9.47 Projected Energy Drink Market Wholesale Dollars and Volume Share by Can Size 2008 – 2013 pg..........132
9.48 Projected Energy Drink Market Growth of Wholesale Dollars and Volume by Can Size 2008 – 2013 pg..........133