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


July 1, 2009
51 Pages - SKU: CDGQ2292412
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Table of Contents Search inside this report Related Reports
1. Executive summary
Some rules for success in the new energy shot category
2. The US market: brand sales, market data and forecasts
2.1 Market data
2.2 Super-premium pricing
2.3 Case study - Could 5-Hour Energy be the next Red Bull?
2.4 Case study - Zen shot promises “natural energy”
2.5 Can the big brands compete?
2.6 Case study - Red Bull moves into energy shots
2.7 Case study - Coca-Cola’s NOS power shot
3. The European market: brand sales, market data and forecasts
3.1 Market data
3.2 Opportunities in Europe
3.3 Super-premium pricing
3.4 Case study - Quick Energy
3.5 Case study - Powershot
3.6 Case study - An opportunity for dairy?
4. Brand identity, marketing communications and the target consumer
4.1 Marketing messages defined by “sugar-free” and “no crash”
4.2 Success from attracting new consumers to energy
5. Seven strategy lessons from the energy shot category
Lesson 1: New category creation and disruptive innovation is the most successful strategy
Lesson 2: Provide a benefit that consumers can feel
Lesson 3: Focus on one benefit, one brand
Lesson 4: Offer I-nutrition
Lesson 5: Innovate in packaging
Lesson 6: Make your product premium-priced
Lesson 7: Look to Asian ideas
Charts and tables
Chart 1: US sales of energy shots in 2008, shown by month
Chart 2: US sales of the follower brands in the energy shots market in 2008, shown by month
Chart 3: US market - energy drinks are premium-priced; daily dose energy shots are super-premium
Chart 4: UK market - energy drinks are premium-priced, energy shots are super-premium
Table 1: Energy Shot stars
Table 2: Top US energy shot brand sales and market size
 
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