Energy drink market to exceed $9 billion by 2011
December 06, 2007
by FoodBusinessNews.net Staff
NEW YORK — Energy drinks are expected to grow at an annual rate of 12% and surpass $9 billion by 2011, according to "Energy Drinks in the U.S.," a new report from market research publisher Packaged Facts.
Energy drinks represented only 2% of all non-alcoholic beverages sold in mass-market channels tracked in 2006, which was up from less than 1% in 2004, and the growth of market share could continue and become more significant.
"As more players enter the market, further fragmenting the competition, energy drink marketers will increasingly look to make their products stand out from the pack through taste, sensory cues and higher-end benefits," said Cathy Minkler, associate editor of Packaged Facts. "Many beverage manufacturers are already blending whey, dairy, and soy to develop healthy, functional, high-protein beverages."
In 2002, total retail sales of energy drinks were only $1.2 billion, and in 2007 this number increased to $6.6 billion. Packaged Facts said convenience will drive the market and manufacturers will incorporate nutrition, energy, taste, pain killing and anti-aging ingredients into their products.
Top energy drink brands include Red Bull, Monster Energy, Rockstar, Full Throttle and Sobe No Fear.