ACTION, PACKED. Get the facts and find out what's next for this dynamic marketplace where a plethora of new players strive to grow and hope to make inroads against the industry leaders. This report profiles the top companies and brands and examines trends and issues impacting the market. It covers regional markets, packaging, distribution, advertising and demographics. NEW IN 2012:Expanded discussion of small energy drink companies.

More than 150 pages, with extensive text, graphs, charts and tables.

Call Charlene Harvey (800) 275-4630 ext. 1962 or (212) 688-7640 ext. 1962 for more information or to place an order.

See Also: Focus Reports: Sports Marketing and the Beverage Industry

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TABLE OF CONTENTS i

TABLE OF EXHIBITS iii

DEFINITIONS USED IN THIS REPORT v

INTRODUCTION vi

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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
• Recent Issues pg..........6

Exhibits pg..........8

2. ENERGY DRINK REGIONAL MARKETS

Regional Energy Drink Markets pg..........12

• Overview pg..........12
• The West pg..........13
• The South pg..........13
• The Midwest pg..........13
• The Northeast pg..........14

Leading Energy Drink Cities pg..........14

Exhibits pg..........15

3. ENERGY DRINK DISTRIBUTION CHANNELS

Energy Drink Distribution Channels pg..........24

• Overview pg..........24
• Convenience and Gas Stores pg..........25
• Supermarkets pg..........25
• Foodservice pg..........26
• Mass Merchandisers pg..........26
• Drug Stores pg..........27
• Others pg..........27

Exhibits pg..........28

4. ENERGY DRINK PACKAGING

Energy Drink Packaging pg..........31

Exhibits pg..........34

5. LEADING ENERGY DRINK COMPANIES AND THEIR BRANDS

The Leading Companies pg..........40

Red Bull pg..........42

Monster Beverage Corporation pg..........57

Rockstar, Inc. pg..........66

PepsiCo, Inc. pg..........71

Coca–Cola Company pg..........74

National Beverage Corporation pg..........76

Ferolito, Vultaggio & Sons pg..........77

Dr Pepper Snapple Group pg..........78

Monarch Beverage Company pg..........79

Crunk!!! Energy Drink pg..........80

Energy Drink Retail Price Per Case pg..........81

Exhibits pg..........82

6. THE ENERGY SHOT AND HEALTHY ENERGY SEGMENTS

Energy Shots pg..........90

Healthy Energy pg..........95

Exhibits pg..........106

7. ENERGY DRINK ADVERTISING EXPENDITURES

Energy Drink Advertising Expenditures pg..........110

• Overview pg..........110
• Expenditures by Medium pg..........113

Exhibits pg..........115

8. DEMOGRAPHICS OF THE ENERGY DRINK CONSUMER

Demographics of the Energy Drink Consumer pg..........121

• Overview pg..........121
• Comparative Demographics of Energy Drink Brands pg..........124

Exhibits pg..........128

9. THE PROJECTED U.S. ENERGY DRINK MARKET

The Projected U.S. Energy Drink Market pg..........133

Exhibits pg..........136

10. DIRECTORY OF ENERGY DRINK COMPANIES

Energy Drink Companies pg..........142

EXHIBIT

1. THE U.S. ENERGY DRINK MARKET

1.1 U.S. Energy Drink Market Estimated Wholesale and Retail Dollars and Volume 1997 – 2012 pg..........8

1.2 U.S. Energy Drink Market Per Capita Consumption 1997 – 2012 pg..........9

1.3 U.S. Energy Drink Market Compound Annual Growth 2002 – 2011 pg..........10

1.4 U.S. Energy Drink Market Quarterly Volume Shares in Measured Channels 2003 – 2011 pg..........11

2. ENERGY DRINK REGIONAL MARKETS

2.5 The Regional Energy Drink Markets Estimated Case Volume in Measured Channels 2006 – 2011 pg..........15

2.6 The Regional Energy Drink Markets Case Volume Share in Measured Channels 2006 – 2011 pg..........16

2.7 The Regional Energy Drink Markets Case Volume Growth in Measured Channels 2007 – 2011 pg..........17

2.8 Leading Energy Drink Cities by Volume in Measured Channels 2006 – 2011 pg..........18

2.9 Leading Energy Drink Cities by Volume Share in Measured Channels 2006 – 2011 pg..........19

2.10 Leading Energy Drink Cities by Volume Growth in Measured Channels 2007 – 2011 pg..........20

2.11 Leading Energy Drink Cities by Dollar Sales in Measured Channels 2006 – 2011 pg..........21

2.12 Leading Energy Drink Cities by Dollar Share in Measured Channels 2006 – 2011 pg..........22

2.13 Leading Energy Drink Cities by Dollar Growth in Measured Channels 2007 – 2011 pg..........23

3. ENERGY DRINK DISTRIBUTION CHANNELS

3.14 U.S. Energy Drink Market Volume by Distribution Channel 2006 – 2011 pg..........28

3.15 U.S. Energy Drink Market Share of Volume by Distribution Channel 2006 – 2011 pg..........29

3.16 U.S. Energy Drink Market Change in Volume by Distribution Channel 2007 – 2011 pg..........30

4. ENERGY DRINK PACKAGING

4.17 Energy Drink Packaging Volume by Size 1997 – 2011 pg..........34

4.18 Energy Drink Packaging Share of Volume by Size 1997 – 2011 pg..........35

4.19 Energy Drink Packaging Change in Volume by Size 1998 – 2011 pg..........36

4.20 Energy Drink Packaging Estimated Wholesale Dollars by Size 1997 – 2011 pg..........37

4.21 Energy Drink Packaging Share of Wholesale Dollars by Size 1997 – 2011 pg..........38

4.22 Energy Drink Packaging Change in Wholesale Dollars by Size 1998 – 2011 pg..........39

5. LEADING ENERGY DRINK COMPANIES AND THEIR BRANDS

5.23 Leading Energy Drink Brands Estimated Wholesale Dollar Sales 2006 – 2011 pg..........82

5.24 Leading Energy Drink Brands Share of Wholesale Dollar Sales 2006 – 2011pg..........83

5.25 Leading Energy Drink Brands Change in Wholesale Dollar Sales 2007 – 2011 pg..........84

5.26 Leading Energy Drink Brands Volume 2006 – 2011 pg..........85

5.27 Leading Energy Drink Brands Share of Volume 2006 – 2011 pg..........86

5.28 Leading Energy Drink Brands Change in Volume 2007 – 2011 pg..........87

5.29 U.S. Energy Drink Market Retail Price Per Case by Brand in Supermarkets 2008 – 2011 pg..........88

5.30 U.S. Energy Drink Market Retail Price Per Case by Brand in Drug Stores 2008 – 2011 pg..........89

6. THE ENERGY SHOT AND HEALTHY ENERGY SEGMENTS

6.31 U.S. Energy Shot Market Estimated Wholesale Dollars and Volume 2005 – 2016 pg..........106

6.32 Leading Energy Shot Brands Estimated Wholesale Dollar Sales 2006 – 2011 pg..........107

6.33 Leading Energy Shot Brands Share of Wholesale Dollar Sales 2006 – 2011 pg..........108

6.34 Leading Energy Shot Brands Change in Wholesale Dollar Sales 2007 – 2011 pg..........109

7. ENERGY DRINK ADVERTISING EXPENDITURES

7.35 Leading Energy Drink Brands Advertising Expenditures 2006 – 2011 pg..........115

7.36 Leading Energy Drink Brands Share of Advertising Expenditures 2006 – 2011 pg..........116

7.37 Leading Energy Drink Brands Change in Advertising Expenditures 2007 – 2011 pg..........117

7.38 Energy Drink Advertising Expenditures by Media 2006 – 2011 pg..........118

7.39 Energy Drink Share of Advertising Expenditures by Media 2006 – 2011 pg..........119

7.40 Energy Drink Change in Advertising Expenditures by Media 2007 – 2011 pg..........120

8. DEMOGRAPHICS OF THE ENERGY DRINK CONSUMER

8.41 Demographics of the Energy Drink Consumer 2011 pg..........128

8.42 Demographics of the Red Bull Consumer 2011 pg..........129

8.43 Demographics of the Monster Consumer 2011 pg..........130

8.44 Demographics of the Rockstar Consumer 2011 pg..........131

8.45 Demographics of the Full Throttle Consumer 2011 pg..........132

9. THE PROJECTED U.S. ENERGY DRINK MARKET

9.46 Projected Energy Drink Market Wholesale Dollar Sales and Volume 2011 – 2016 pg..........136

9.47 Projected Energy Drink Market Wholesale Dollar Sales and Volume Growth 2011 – 2016 pg..........137

9.48 Projected Energy Drink Market Per Capita Consumption 1997 – 2016 pg..........138

9.49 Projected Energy Drink Market Wholesale Dollars and Volume by Can Size 2011 – 2016 pg..........139

9.50 Projected Energy Drink Market Wholesale Dollars and Volume Share by Can Size 2011 – 2016 pg..........140

9.51 Projected Energy Drink Market Growth of Wholesale Dollars and Volume by Can Size 2011 – 2016 pg..........141