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

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

Published by: New Nutrition Business

Published: Jul. 1, 2009 - 51 Pages

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

Abstract

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.

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

Table of Contents

Abstract