Energy shots: birth of a new premium-priced, high-growth category

New Nutrition Business
July 1, 2009
51 Pages - SKU: CDGQ2292412
License type:
Countries covered: United States

Energy shots: birth of a new premium-priced, high-growth category

 
Such is the value to mainstream consumers of the proposition of a daily dose of energy with no added sugar that in the US alone this new category has soared to over $350 million in retail sales in less than two years - despite recession and despite selling at a massive 400% price premium over established energy drinks such as Red Bull!

This unique report uses our trademark independent and opinionated analytical style to show how this has been achieved in the US and is fast-emerging in the UK, using:
  • detailed brand sales data
  • comparisons of product pricing
  • comparisons of advertising messages and claims
  • six detailed case studies, including market-leader 5-Hour Energy and Red Bull’s new entry in the category
Our report - based on interviews with executives at the leading companies in this new category and beverage industry experts - sets out brief and practical guidelines for anyone else looking to replicate this success elsewhere. We summarise:
  • success factors, and common causes of failure
  • common lessons for pricing, positioning and branding
  • key lessons in communicating benefits
Outside the US there’s a chance in most countries to create similar new brands in most countries:
  • There are a wealth of opportunities throughout Europe - where energy drinks are a category that is least likely to be affected by the EU’s restrictive health claims regulation.
  • There are also opportunities for companies that are fast to market in Australia, parts of South America and the Middle East.


More United States Dietary Supplements Reports

Supplement Market in the US 2011-2015 by Infiniti Research Limited
TechNavio’s analysts forecast the Supplement market in the US to grow at a CAGR of 5 percent over the period 2011–2015. One of the key ...

Vitamins and Dietary Supplements in the US by Euromonitor International
In the US, where healthcare is expensive and non-universal and the unemployment rate remains stubbornly high, there is a large and growing interest in preventative ...

Antioxidant Products in the U.S.: Foods, Beverages, Supplements and Personal Care by Packaged Facts
Antioxidants are found in a diversity of consumer packaged goods—from fruit juices to deodorant—but reflect a metatrend whereby the link between ...

Health Supplement Stores by First Research, Inc.
Brief Excerpt from Industry Overview Chapter: The US health supplement store industry includes 5,000 companies operating about 10,000 stores with combined annual revenue of about $6 ...

Dietary Fiber Supplement Manufacturing in the US - Industry Market Research Report by IBISWorld
Dietary Fiber Supplement Manufacturing Back on track Because the industry sells what is generally a discretionary good, the recession caused revenue declines in 2008 and 2009, but ...

See all reports like this >>

More United States Reports

e-Discovery Software Publishing in the US - Industry Market Research Report by IBISWorld
e-Discovery Software Publishing in the US Finding growth : Electronic discovery (more often known as e-discovery) refers to a data search, location and securing process for use ...

D&B Country RiskLine Report: The United States of America by Dun & Bradstreet Inc.
This D&B Country RiskLine Report will help you analyze the risks, opportunities and likely payment delays when doing business in this country. It includes ...

D&B Country Report: The United States of America by Dun & Bradstreet Inc.
D&B Country Report. Comprehensive information for evaluating risks and opportunities when trading or investing in this country. Providing critical information and analysis on ...

Country Report United States January 2011 by Economist Intelligence Unit
Country Reports analyse political and economic trends in featured countries. They show you exactly how national, regional and global events will affect your business in ...

Coal - US - a snapshot (2010) by Mintel - Snapshots
Coal in US by Mintel Global Market Navigator provides you with annual year-end market size data, most recently updated in 2010. This market covers consumption ...

See all reports like this >>