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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
Energy drinks are a type of soft drink rich in caffeine, sugar, and other stimulants. Energy drinks are consumed to boost energy levels, often in relation to sports. However, energy drinks are not necessarily associated with sports but are also consumed in leisure settings.
The most common ingredients in energy drinks are caffeine, taurine, guaran, and vitamins. On top of this, additional energy is provided through high levels of sugar.
The global energy drinks market is expected to continue on the positive growth path seen during the last couple of years. In particular, between 2023 and 2028 the market is expected to grow at CAGR 7.5%. [Market Data Forecast] Several key drivers will drive this expansion; first, as consumers focus more on fitness, they are more inclined to consume energy drinks. Secondly, energy drinks offer immediate energy boosts which are often more effective than coffee.
The global market is highly concentrated and dominated by three brands: Monster Energy, Red Bull and TC Pharmaceutical Industry. Together, these players accounted for 43.9% of sales in 2019. The position of these players will most likely remain intact for the years to come due to the massive marketing expenditures implemented by Red Bull and Monster in particular.
In the US, the market is expected to grow, albeit at a slower pace than globally. This is related to the relative maturity of the US energy market. In particular, health trends and millennials will drive this growth. In other words, energy drinksplayers in the US must implement specific marketing campaigns which underline the health benefit of their product in order to reach the largest potential customer group. This becomes particularly important as the industry is not only faced with strong internal competition, but also external pressure from products such as coffee and tea.
The global market is dominated by Red Bull and Monster. In 2022, Red Bull sold 11.6 billion cans of energy drinks. By 2020, Red Bull's global market share in energy drinks was 43%.
1.2 A growing global market
Size of the energy drinks market World, ****-****, in billion dollars CAGR: +*.*% Source: ****
The global energy drinks market was valued at USD **.** billion in **** and is expected to reach USD ***.** billion by ***** This equates to a CAGR of *.*% between **** and ****. There are several reasons for this growth: firstly, energy drinks offer ...
1.3 The US-American market is growing strongly
From **** to ****, the energy drink market in the United States experienced significant growth, showcasing the increasing demand for these beverages among consumers. Over this five-year period, energy drink sales rose steadily, ultimately reaching billions of U.S. dollars in annual revenue. This upward trend can be attributed to a variety of ...
1.4 Global Trade
According to Volza, the United States has a significant demand for energy drinks. These imports are brought in by *** American importers, who source their products from *** suppliers located across the globe. Germany, Guatemala, and Belgium are the top three countries from which the United States imports most of its energy ...
2 Demand Analysis
2.1 Energy drinks are not the most preferred drinks
Beverage Consumption Statistics
When it comes to beverage consumption, it is interesting to see the different preferences among individuals. In a recent survey, the following percentages were recorded for various beverage categories:
Bottled Water: **.*% of the participants preferred bottled water, making it the most popular choice among the beverages. Hot Tea/Coffee: ...
2.2 Consumption of Energy drinks in the U.S.A.
In recent years, energy drinks have gained significant popularity among various age groups, particularly young adults. Additionally, a notable trend has emerged regarding the consumption of these beverages, with more men drinking energy drinks than women. This disparity is quite evident, with a difference of **.* percentage points between the two ...
2.3 Potential for the market
A potential market could be older generations, as currently, younger generations are primarily targeted for Energy Drinks, but caffeine consumption increases with age. While young people often rely on energy drinks and caffeinated beverages to boost their energy levels, older individuals might also be interested in such products due to increased ...
3 Market structure
3.1 Value chain & Distribution channels
The value chain of energy drinks involves various stages, from production to consumption. Each step adds value to the final product, ensuring quality and efficiency.
Source: ****
Energy and Monster Energy are two prominent energy drink brands that utilize various distribution channels to reach their target customers. In the United States, both ...
3.2 Red Bull market leader, Monster is constantly growing
Red Bull, the leading brand in the energy drink market, holds a strong position with a **.*% market share. The Austrian company has created a unique brand image and has become synonymous with energy drinks worldwide.
Monster, an American energy drink company, is the second most prominent player in the market, with ...
3.3 Risk factors
The National Library of Medicine in the USA dealt with the influence that energy drinks have on its consumers.
The study identified several risks associated with energy drink consumption among adolescents. These risks can have an influence on the market for energy drinks and its manufacturers. Here is a summary of ...
4 Analysis of the offer
4.1 A concentrated market dominated by big brands in particular
The market for energy drinks is a highly concentrated one, with only a few companies operating on a global scale. Despite the limited number of players in the industry, these companies have managed to establish a strong presence and capture significant market shares.
The largest companies in the energy drinks market ...
4.2 High sugar content varies according to brand
The high sugar content in energy drinks can vary significantly depending on the specific brand.
Source: ****
Monster Energy, Energise Edge, and Lucozade Energy Caribbean Crush contain the highest levels of sugar per serving at ** grams, ** grams, and ** grams respectively, while Monster Rehab, Bolt, and Lucozade Energy Cloudy Lemonade have the lowest ...
4.3 Trend Produkt Energy shots
In recent years, energy shots have become a popular trend among consumers seeking a quick and convenient energy boost. Several companies have entered the market, offering a wide variety of energy shots to cater to different tastes and preferences. The overall revenue for energy shots has reached an impressive ***.** million USD, ...
5 Regulation
5.1 Regulations
In the United States, there is growing concern about energy drink consumption and its impact on health, leading to discussions and potential legislation regarding the sale and regulation of caffeine. While caffeine is currently regulated in soda beverages, energy drinks have been marketed as dietary supplements, allowing them to bypass certain ...
6 Positioning of the players
6.1 Positioning of the players
- VPX (Vital Pharmaceuticals)
- Boost Drinks
List of charts presented in this market study
- Monster Beverage's sales share worldwide by distribution channel
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the energy drinks market | United States
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