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Energy Drinks in the U.S.

The soda industry better watch its back, there’s a new beverage in town and it’s crossing the line. Energy drinks, once the lesser segment within the sports nutritional beverage industry, has had break away success since 2002 growing an incredible 45% CAGR to reach $5.4 billion in 2006.

A closer look at IRI-tracked sales shows how flat bubbly soda is. In the past five years, energy drinks sales through mass-market channels grew at a 56% CAGR, while carbonated sodas declined 1%. The rub for the soda industry is that energy drinks are harkening back to the good old days and positioning products as elixirs of good health. In essence, energy drinks are reinventing the original soda platform from the late 19th century with a return to the early functional benefits of the soft beverage category.

Other beverage and even food and personal care categories may feel the power of energy drinks, as it creatively cross-fertilizes. Some mergers seem obvious, such as with tea and coffee products, but recent innovations in energy ice cream and energy drink beauty products speak to a very different future.

Energy Drinks in the U.S. examines the state of the U.S. market, from everyday major players to specialty premium niche players. The report analyses manufacturer and retailer strategies used to maximize growth and profitability. Coverage includes analysis of consumer usage, brand preference, retailing, new products and factors and trends that will fuel future growth.

Report Methodology 
The information in Energy Drinks in the U.S. is obtained from both primary and secondary research. Primary research data is provided by Simmons Market Research Bureau (consumer buying and usage data), Information Resources Inc. (market share data), and ProductScan (new product introduction data). Secondary research data has been obtained from trade association publications, business and medical journals, company literature and websites, databases, and investment reports. What You’ll Get in this ReportEnergy Drinks in the U.S. offers unique perspective on the bourgeoning market. No other market research report provides the analysis and trends coverage that Packaged Facts offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs. How You Will Benefit from this ReportIf your company wants to get a head’s up on the trends that will be driving the market, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence the development of this market.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans.
  • Research and development professionals stay on top of competitor initiatives and explore demand for new product introductions.
  • Advertising agencies working with clients in the beverage industry and related industries to understand consumer mindset and to develop consumer messaging for these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope
      • Methodology
    • Market Size and Growth
      • Total Market for Energy Drinks Reaches $5.4 Billion
        • Table Total U.S. Retail Market Value for Energy Drinks, 2002-2006 (in billion $)
      • IRI-tracked Sales Grow 45% in 2006
        • Table IRI-tracked Sales for Energy Drinks, 2002-2006 (in million $)
      • Energy Drinks and the Non-Alcoholic Beverage Market
        • Table Market Share of Energy Drinks vs. All Other Non-Alcoholic Beverages by IRI-tracked Sales, 2006 (%)
      • Red Bull Remains #1 Energy Drink Marketer
        • Table Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2002-2006 (in million $)
      • New Brands Nip at Red Bull's Lead
        • Table Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006 (in million $)
    • Energy Drinks Market Forecast
      • Factors to Growth
      • Total Retail Value to Reach $9.3 Billion by 2011
        • Table Projected Total U.S. Retail Market Value for Energy Drinks, 2006-2011 (in billion $)
    • Market Trends
      • Energy Not Necessarily Tied to Heavy Activity
      • Rising Competition Pushes Differentiation
      • Old-School Energy Boosters: Caffeine and Alcohol
      • Natural and Organic
      • Private Label May Energize
      • Nanotechnology and Microencapsulation
      • Core Company Values and Commitment Important
      • Energy Drink Introductions Hit Adrenaline Surge
      • Category Crossing Creates New Opportunities
      • Kaleidoscopic Flavors Spurred by Superfruits
    • Advertising and Retail
      • Consumer Advertising Expenditures
      • Red Bull Dominates in Advertising Spend
      • Evolving Media Consumption and Opportunities
      • Sport and Celebrity Branding
      • Lasting Ties to Music Industry
      • Bloom Reaches Out to Women
      • Diet Pepsi Shows Marketing Strength with MAX Launch
      • Grabbing Consumer Attention at Bottle
      • Retail Distribution Varied
      • Start Small to Go Big
      • Nimble Enough for Special Relationships
    • The Consumer
      • Energy Drink Usage Penetration
      • Energy Drink User Demographic Characteristics
      • Energy Drink Consumption Lower for Women
      • Brand Usage Rates Suffer From Fragmentation
  • The Market
    • Scope
      • Methodology
    • Market Size and Growth
      • Total Market for Energy Drinks Reaches $5.4 Billion
        • Table U.S. Retail Sales and Year-over-Year Percentage Change for Energy Drinks, 2002-2006 (in million $)
      • Global Context
      • IRI-tracked Sales Grow 45% in 2006
        • Table IRI-tracked Sales and Year-over-Year Percentage Change for Energy Drinks, 2002-2006 (in million $)
      • Energy Drinks and the Non-Alcoholic Beverage Market
        • Table Market Share of Energy Drinks vs. All Other Non-Alcoholic Beverages by IRI-tracked Sales, 2006 (%)
        • Table IRI-tracked Sales Comparison of Energy Drinks vs. Sports Drinks and Carbonated Beverages, 2002-2006 (in million $)
      • Growth Driven by Unit Volume, Higher Prices
        • Table IRI-tracked Energy Drink Volume and Unit Sales Trends, 2005-2006
      • Top Energy Drink Marketers
        • Table Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2002-2006 (in million $)
        • Table Market Share of Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2006 (%)
      • Top Energy Drink Brands
        • Table Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006 (in million $)
        • Table Market Share of Top U.S. Energy Drink Brands by IRI-tracked Sales, 2006 (%)
    • Factors Affecting the Market
      • Target Marketing: Women and Health/Wellness
      • Niche Marketing
      • The Role of Convenience
      • Bigger Is Better
      • Increased Competition, Innovation
      • Consolidation
    • Energy Drinks Market Forecast
      • Total Retail Value to Reach $9.3 Billion by 2011
        • Table Projected Retail Sales and Year-over-Year Percentage Change for Energy Drinks, 2002-2006 (in million $)
  • Corporate Profiles
    • Overview
      • A Shifting Landscape
      • Number of Marketers Growing
        • Table Top 25 Corporations Introducing Energy Drink Products, by Number of Reports, 2006
    • PepsiCo, Inc.
      • Table PepsiCo, Inc.
      • Company Overview
      • Performance
        • Table PepsiCo's IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
        • Table PepsiCo's IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
      • Volume and Unit Analysis
        • Table SoBe Energy Drink Volume and Unit Trends by IRI-Tracked Sales, 2005 vs. 2006
        • Table PepsiCo Energy Drink Volume and Unit Trends by IRI-Tracked Sales, 2005 vs. 2006
        • Table Selected Brand Portfolio of PepsiCo's Energy Drink Products
      • Recent Activity
    • Red Bull GmbH
      • Table Red Bull GmbH
      • Company Overview
      • Performance
        • Table Red Bull North America's IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
      • Volume and Unit Analysis
        • Table Red Bull Energy Drink Volume and Unit Trends by IRI-Tracked Sales, 2005 vs. 2006
      • Selected Activity
    • Coca-Cola Co.
      • Table Coca-Cola Co.
      • Company Overview
      • Performance
        • Table Coca-Cola's IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
        • Table Coca-Cola's IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
      • Volume and Unit Analysis
        • Table Coca-Cola Energy Drink Volume and Unit Trends by IRI-Tracked Sales, 2005 vs. 2006
        • Table Selected Brand Portfolio of Coca-Cola's Energy Drink Products
      • Selected Activity
    • Hansen Natural Corp.
      • Table Hansen Natural Corp.
      • Company Overview
      • Performance
        • Table Net Sales of Hansen Natural's Energy Drinks, 2002-2006 (in million $)
        • Table Hansen Natural's IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
        • Table Hansen Natural's IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
      • Volume and Unit Analysis
        • Table Hansen Natural Energy Drink Volume and Unit Trends by IRI-tracked Sales, 2005 vs. 2006
        • Table Brand Portfolio of Hansen Natural's Energy Drink Products
      • Selected Activity
    • Rockstar, Inc.
      • Table Rockstar, Inc.
      • Company Overview
      • Performance
        • Table Rockstar's IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
        • Table Rockstar's IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
      • Volume and Unit Analysis
        • Table Rockstar Energy Drink Volume and Unit Trends by IRI-tracked Sales, 2005 vs. 2006
        • Table Brand Portfolio of Rockstar Energy Drink Products
      • Recent Activity
        • Table Complete List of Corporations Introducing Energy Drink Products, by Number of Reports, 2006
  • Market Trends
    • Energy Not Necessarily Tied to Heavy Activity
      • Table Energy Drink Usage vs. Sports and Non-Diet Cola Drinks by Top 10 Activities, 2006 (index)
      • Rising Competition Pushes Differentiation
        • Table Attributes That Impact Consumer Decisions to Buy Foods and Beverages, 2006 vs. 2007
        • Table Top Ingredient Purchases for R&D, 2005-2006
        • Table Standard Energy Drink Ingredients and Benefits
      • Old-School Energy Boosters: Caffeine and Alcohol
        • Table Caffeine Content of Selected Energy Drinks
        • Table Alcohol Content of Selected Energy Drinks
        • Table Energy Drink Consumers' Response to the Statement, "The Point of Drinking is to Get Drunk," 2006 (index)
        • Table Selected Mixed Drink Recipes Featuring Energy Drinks
      • Appealing to Demographic Groups
      • Natural and Organic
      • Private Label May Energize
      • Re-Enter the Genki Dragon
      • Nanotechnology and Microencapsulation
      • Core Company Values and Commitment Important
  • Product and Ingredient Trends
    • Energy Drink Introductions Hit Adrenaline Surge
      • Some Product Claims Stay Hot
      • Other Product Claims Emerge
        • Table Selected Energy Drink Trends, by Number of New Product Introduction Package Claims, 2003-2007
      • Category Crossing Creates New Opportunities
      • Flavor Trends
        • Table Selected Energy Drink Flavor Trends, by Number of New Product Introductions, 2003-2007
        • Table Selected List of New Energy Drink Product Introductions, June 2006-July 2007
  • Advertising and Retail
    • Consumer Advertising Expenditures
      • Red Bull Dominates in Advertising Spend
        • Table Selected Energy Drink Advertising Spends, 2006 (in thousand $)
      • Evolving Media Consumption and Opportunities
      • Sport and Celebrity Branding
      • Lasting Ties to Music Industry
      • Bloom Reaches Out to Women
      • Much Activity Around Diet Pepsi MAX Launch
      • Grabbing Consumer Attention at Bottle
      • Retail Distribution Varied
        • Table Hansen Natural's Retail Distribution by Type of Outlet, 2006 (%)
      • Start Small to Go Big
      • Nimble Enough for Special Relationships
  • The Consumer
    • The Simmons Survey System
      • Energy Drink Usage Penetration
        • Table Consumer Penetration Rates for Energy Drinks vs. Sports and Non-Diet Cola Drinks, 2004-2006 (%)
      • Energy Drink User Demographic Characteristics
        • Table Top Demographics Favoring Energy Drinks vs. Sports and Non-Diet Cola Drinks, 2006 (index)
      • Energy Drink Consumption Lower for Women
        • Table Number of Energy Drinks Consumed by Energy Drink Users in the Last 30 Days
      • Brand Usage Rates Suffer From Fragmentation
        • Table Consumer Penetration Rates by Selected Energy Drink Brands, 2004-2006
    • Energy Drink Consumer Responses to Psychographic Statements
      • Into Health Products, But May Be Fickle
        • Table Energy Drink Consumer Responses to Selected Health and Nutrition Statements, 2006 (index)
      • Too Time-Pressed to Care for Self
        • Table Energy Drink Consumer Responses to Selected Time Crunch Statements, 2006 (index)
      • Not Afraid to Experiment
        • Table Energy Drink Consumer Responses to Selected Experimentation Statements, 2006 (index)
      • Specialty May Be a Motivator
        • Table Energy Drink Consumer Responses to Selected Food & Beverage Statements, 2006 (index)
    • A Look at Teen Energy Drink Usage
      • Energy Drink Penetration Among Teens
        • Table Teen and Adult Consumer Penetration Rates for Energy Drinks vs. Sports and Non-Diet Cola Drinks, 2006 (%)
      • Energy Drink Consumption Greater Among Teens
        • Table Number of Energy Drinks Consumed in Last 30 Days: Teens vs. Adults, 2006 (%)
      • Teen Energy Drink User Demographics
        • Table Teen Energy Drink Usage by Demographic Characteristic, 2006 (index)
      • Brand Usage Rates Allude to Fragmentation
        • Table Teen Consumer Penetration Rates by Selected Energy Drink Brands, 2004-2006

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