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Get the facts and find out what is next for this dynamic segment where new players strive to grow and hope to take market share from the industry leaders. This research report from Beverage Marketing Corporation looks at the energy category and its sub-sectors and nuances such as diet vs. regular, healthy energy, organic, high-end energy and shots. It profiles companies and brands and examines and trends and issues impacting energy drinks and energy shots, offering sales data to back its conclusions. This comprehensive report offers perspective from numerous angles, covering regional markets, quarterly growth, packaging, distribution, consumer drivers, demographics and advertising breakouts for 18 media types, a broadened scope of market forecasts, expanded discussion of small energy drink companies, a directory of energy drink companies and more.

  • 2023 Edition - Published December 2023.
  • Data through 2022, preliminary 2023 figures and projections through 2027.
  • 175+ pages with extensive text analysis, graphs, charts and 40+ tables.
  • Immediate download, PDF, Word and Excel formats report, 3-user access.
Energy Drinks in the U.S. through 2027
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Get superior data, market insights and industry perspective to analyze beverage segments, evaluate opportunities and benchmark performance.

Report Overview  more details

The answers you need

Energy Drinks in the U.S. through 2027 provides in-depth data and analysis, shedding light on various aspects of the market through reliable data and discussions of what the numbers really mean. Questions answered in this in-depth research study include:

  • What amount of energy drinks does the typical U.S. consumer drink in a year, and how has that changed?
  • What are the latest developments in the packaging mix for energy drinks?
  • Which regions have the strongest markets?
  • Is "diet" a priority for consumers? What percentage of volume is full- versus low-calorie?
  • How have brand rankings changed recently?
  • How have smaller players revitalized the segment lately and what are they doing to differentiate themselves?
  • What are the growth prospects for the energy drink category?
  • What is happening in the energy shot and healthy energy (including organic) sub-segments?
  • What slice of the U.S. market share will slim cans command by 2027? How will that compare with the share held by 16-ounce (and larger)?
  • How can I contact the leading energy drink and energy shot companies and succinctly ascertain what products they market in this segment?

This energy drinks report features

This comprehensive report offers an in-depth look at the category, companies and brands shaping the market and the forces impacting current and anticipated growth through 2027. This industry report provides sales and volume statistics including total market retail dollar sales, wholesale dollar data and volume data. It also shares statistics and discussion of the energy shot market and high-end energy markets as well as an overview of the fledgling market for healthier energy drink options.

  • Historical, current and projected market statistics, plus authoritative analysis to provide insight and put trends in context.
  • Regional perspective on the U.S. marketplace, highlighting volume and growth pattern variations from region to region through 2027.
  • Detailed profiles and analysis of the leading companies and brands, discussions of their marketing activities and distribution strategies as well as company and brand sales volume data and market shares. Coverage includes Red Bull, Monster Beverage (including Monster, NOS and Full Throttle), Vital Pharmaceuticals (VPX), Nutrabolt (C4), PepsiCo (Rockstar, Mtn Dew Energy, Amp and Kickstart), National Beverage (Rip It), Celsius Holdings, Congo Brands (Alani Nu and Prime Energy), Anheuser-Busch and others.
  • Offers a range of key metrics for analyzing performance of brands in various segment of the energy market from various perspectives. Includes brand volume and wholesale dollar sales data, growth and market share for energy drinks including: Red Bull, Monster, Bang, Rockstar, Celsius, Reign, Cellucor C4, NOS, Alani Nu, Full Throttle, Ghost Energy, Xyience, Zoa, Rip It, Amp, HiBall Energy, Starbucks Refreshers, Hydrive and Hansen. Also offers historical and current sales results (volume, wholesale dollars) for high-end brands including: Bang, Celsius, Reign, Cellucor C4, Xyience, HiBall Energy, Runa, Zevia and Steaz. Also looks at major energy shot brands including: 5-Hour Energy, Stacker 2: 6 Hour Power, Tweaker Energy Shot, VPX, EE, Vital 4U, Rhino Rush and Private label.
  • Analysis of regular vs. reduced calorie energy drink trends.
  • Data detailing sales by key on- and off-premise distribution channels totaling 100% of market volume.
  • A detailed analysis of packaging, analyzing volume and share by package size.
  • Advertising expenditures of the leading energy drink and energy shot companies and a look at category spending by media type (including Internet and Hispanic-targeted advertising).
  • Consumer demographic profiles comparing consumers of key brands.
  • Perspective on the energy shot market and healthy energy segment and players, and how they affect the mainstream energy drink market.
  • Five-year projections for the market and its packaging mix through 2027.
  • A directory of the leading energy drink companies in the United States.

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 5
  • Growth pg 6
  • Quarterly Growth Trends pg 7
  • Seasonality pg 8
  • Recent Issues pg 8

EXHIBITS

  • 1.1 New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2019 – 2027 pg 10
  • 1.2 New Age Beverage Market Segments Share of Wholesale Dollar Sales 2019 – 2027 pg 11
  • 1.3 New Age Beverage Market Segments Change in Wholesale Dollar Sales 2020 – 2027 pg 12
  • 1.4 New Age Beverage Market Segments Estimated Retail Dollar Sales 2019 – 2027 pg 13
  • 1.5 New Age Beverage Market Segments Share of Retail Dollar Sales 2019 – 2027 pg 14
  • 1.6 New Age Beverage Market Segments Change in Retail Dollar Sales 2020 – 2027 pg 15
  • 1.7 New Age Beverage Market Segments Estimated Volume 2019 – 2027 pg 16
  • 1.8 New Age Beverage Market Segments Share of Volume 2019 – 2027 pg 17
  • 1.9 New Age Beverage Market Segments Change in Volume 2020 – 2027 pg 18
  • 1.10 U.S. Energy Drink Market Estimated Wholesale and Retail Dollars and Volume 1997 – 2027 pg 19
  • 1.11 U.S. Energy Drink Market Per Capita Consumption 1997 – 2027 pg 20
  • 1.12 U.S. Energy Drink Market Compound Annual Growth 2002 – 2027 pg 21
  • 1.13 U.S. Energy Drink Market Volume and Growth by Quarter 2022 – 2023 pg 22
  • 1.14 U.S. Energy Drink Market Wholesale Dollars and Growth by Quarter 2022 – 2023 pg 23
  • 1.15 U.S. Energy Drink Market Quarterly Volume Shares in Measured Channels 2003 – 2022 pg 24

2. ENERGY DRINK REGIONAL MARKETS

Regional Energy Drink Markets pg 25

  • Overview pg 25
  • The West pg 26
  • The South pg 26
  • The Midwest pg 26
  • The Northeast pg 27
  • Per Capita Consumption pg 27

EXHIBITS

  • 2.16 The Regional Energy Drink Markets Estimated Case Volume 2017 – 2027 pg 28
  • 2.17 The Regional Energy Drink Markets Case Volume Share 2017 – 2027 pg 29
  • 2.18 The Regional Energy Drink Markets Case Volume Growth 2018 – 2027 pg 30
  • 2.19 The Regional Energy Drink Markets Per Capita Consumption 2017 – 2027 pg 31

3. REDUCED CALORIE AND REGULAR ENERGY DRINKS

Regular and Low-Calorie Energy Drinks pg 32

EXHIBITS

  • 3.20 U.S. Energy Drink Market Regular vs. Diet Volume and Share 2006 – 2027 pg 34
  • 3.21 U.S. Energy Drink Market Regular vs. Diet Volume Growth 2007 – 2027 pg 35
  • 3.22 U.S. Energy Drink Market Regular vs. Diet Wholesale Dollars and Share 2006 – 2027 pg 36
  • 3.23 U.S. Energy Drink Market Regular vs. Diet Wholesale Dollar Growth 2007 – 2027 pg 37

4. ENERGY DRINK DISTRIBUTION CHANNELS

Energy Drink Distribution Channels pg 38

  • Overview pg 38
  • Convenience and Gas Stores pg 39
  • Supermarkets pg 40
  • Foodservice pg 41
  • Mass Merchandisers pg 41
  • Drug Stores pg 42
  • Others pg 42

EXHIBITS

  • 4.24 U.S. Energy Drink Market Volume by Distribution Channel 2017 – 2027 pg 44
  • 4.25 U.S. Energy Drink Market Share of Volume by Distribution Channel 2017 – 2027 pg 45
  • 4.26 U.S. Energy Drink Market Change in Volume by Distribution Channel 2018 – 2027 pg 46

5. ENERGY DRINK PACKAGING

Energy Drink Packaging pg 47

EXHIBITS

  • 5.27 Energy Drink Packaging Volume by Size 1997 – 2027 pg 51
  • 5.28 Energy Drink Packaging Share of Volume by Size 1997 – 2027 pg 52
  • 5.29 Energy Drink Packaging Change in Volume by Size 1998 – 2027 pg 53
  • 5.30 Energy Drink Packaging Estimated Wholesale Dollars by Size 1997 – 2027 pg 54
  • 5.31 Energy Drink Packaging Share of Wholesale Dollars by Size 1997 – 2027 pg 55
  • 5.32 Energy Drink Packaging Change in Wholesale Dollars by Size 1998 – 2027 pg 56

6. LEADING ENERGY DRINK COMPANIES AND THEIR BRANDS

The Leading Companies pg 57

Red Bull pg 60

Monster Beverage Corporation pg 78

Vital Pharmaceuticals, Inc. pg 94

PepsiCo, Inc. – Rockstar and Amp pg 96

National Beverage Corporation pg 107

Nutrabolt pg 108

Celsius Holdings pg 110

Zoa Energy pg 112

Keurig Dr Pepper pg 113

Anheuser-Busch InBev pg 114

Congo Brands pg 115

Energy Drink Retail Price Per Case pg 117

EXHIBITS

  • 6.33 Leading Energy Drink Brands Estimated Wholesale Dollar Sales 2017 – 2022 pg 118
  • 6.34 Leading Energy Drink Brands Share of Wholesale Dollar Sales 2017 – 2022 pg 119
  • 6.35 Leading Energy Drink Brands Change in Wholesale Dollar Sales 2018 – 2022 pg 120
  • 6.36 Leading Energy Drink Brands Volume 2017 – 2022 pg 121
  • 6.37 Leading Energy Drink Brands Share of Volume 2017 – 2022 pg 122
  • 6.38 Leading Energy Drink Brands Change in Volume 2018 – 2022 pg 123
  • 6.39 U.S. Energy Drink Market Retail Price Per Case by Brand in Supermarkets 2019 – 2022 pg 124
  • 6.40 U.S. Energy Drink Market Retail Price Per Case by Brand in Drug Stores 2019 – 2022 pg 125

7. THE ENERGY SHOT AND HEALTHY ENERGY SEGMENTS

Energy Shots pg 126

Healthy Energy pg 129

High-End Energy pg 131

EXHIBITS

  • 7.41 U.S. Energy Shot Market Estimated Wholesale Dollars and Volume 2005 – 2027 pg 133
  • 7.42 Leading Energy Shot Brands Estimated Wholesale Dollar Sales 2017 – 2022 pg 134
  • 7.43 Leading Energy Shot Brands Share of Wholesale Dollar Sales 2017 – 2022 pg 135
  • 7.44 Leading Energy Shot Brands Change in Wholesale Dollar Sales 2018 – 2022 pg 136
  • 7.45 U.S. Organic Energy Drink Market Estimated Wholesale Dollars, Volume and Change 2005 – 2027 pg 137
  • 7.46 U.S. Organic Energy Drink Market Per Capita Consumption 2005 – 2027 pg 138
  • 7.47 U.S. High-End Energy Drink Market Estimated Wholesale Dollars, Volume and Change 2014 – 2027 pg 139
  • 7.48 U.S. High-End Energy Drink Market Per Capita Consumption 2014 – 2027 pg 140
  • 7.49 Leading High-End Energy Drink Brands Estimated Wholesale Dollar Sales 2017 – 2022 pg 141
  • 7.50 Leading High-End Energy Drink Brands Share of Wholesale Dollar Sales 2017 – 2022 pg 142
  • 7.51 Leading High-End Energy Drink Brands Change in Wholesale Dollar Sales 2018 – 2022 pg 143
  • 7.52 Leading High-End Energy Drink Brands Estimated Volume 2017 – 2022 pg 144
  • 7.53 Leading High-End Energy Drink Brands Share of Volume 2017 – 2022 pg 145
  • 7.54 Leading High-End Energy Drink Brands Change in Volume 2018 – 2022 pg 146

8. ENERGY DRINK ADVERTISING EXPENDITURES

Energy Drink Advertising Expenditures pg 147

  • Overview pg 147
  • Expenditures by Medium pg 149

EXHIBITS

  • 8.55 Leading Energy Drink Brands Advertising Expenditures 2017 – 2022 pg 151
  • 8.56 Leading Energy Drink Brands Share of Advertising Expenditures 2017 – 2022 pg 152
  • 8.57 Leading Energy Drink Brands Change in Advertising Expenditures 2018 – 2022 pg 153
  • 8.58 Energy Drink Advertising Expenditures by Media 2017 – 2022 pg 154
  • 8.59 Energy Drink Share of Advertising Expenditures by Media 2017 – 2022 pg 155
  • 8.60 Energy Drink Change in Advertising Expenditures by Media 2018 – 2022 pg 156

9. DEMOGRAPHICS OF THE ENERGY DRINK CONSUMER

Demographics of the Energy Drink Consumer pg 157

  • Overview pg 157
  • Comparative Demographics of Energy Drink Brands pg 161
  • Comparative Demographics of Energy Drinks versus Energy Shots pg 163

EXHIBITS

  • 9.61 Demographics of the Energy Drink Consumer 2022 pg 166
  • 9.62 Demographics of the Red Bull Consumer 2022 pg 168
  • 9.63 Demographics of the Monster Consumer 2022 pg 170
  • 9.64 Demographics of the Rockstar Consumer 2022 pg 172
  • 9.65 Demographics of the 5-Hour Energy Consumer 2022 pg 174

10. DIRECTORY OF ENERGY DRINK COMPANIES

Energy Drink Companies pg 176

Have Questions?
Contact Charlene Harvey at 212-688-7640 ext. 250 or via email.

 


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