Executive Summary

Mar 2019
PROSPECTS
A changing, healthier demographic slows growth in energy drinks

The high growth rates of energy drinks have slowed down since 2016. Energy drinks are most popular among younger consumers: teenagers, millennials, and students.

Energy drinks begin to evolve in terms of ingredients and function

New players in energy drinks do not only reduce the sugar content but also offer options made with natural and organic ingredients, using tea or matcha as a source of caffeine, as well as including fruit juices or coconut water as a more natural source of sugar and vitamins. This is leading to energy drinks being considered also for their functional benefits rather than just an energy boost.

Public health concern grows

Despite sales growth, energy drinks continues to face harsh criticism due to the products’ perceived negative impact on health. The high levels of sugar and caffeine are considered especially dangerous to children, as the mix can lead to negative cardiovascular, neurological, and gastrointestinal effects and is cited as contributing to obesity.

COMPETITIVE LANDSCAPE
Smaller brands are fresh and innovative

Monster Beverage Corp retains the largest off-trade value share of energy drinks. However, smaller brands are expected to grow even more rapidly, in both regular and reduced sugar energy drinks, because of their fresh and innovative approaches.

Growth trends among smaller brands could lead to change

Further growth is expected for Monster Beverage Corp because of the general growth of its brands and its winning position among reduced sugar brands, which are set to experience especially high growth.

Red Bull and Rockstar lose shares to Monster and new brands

Red Bull and Rockstar both continued to lose value share in 2018, as well as seeing a decrease in sales. While they are unlikely to lose their places within energy drinks in the short term, increasing diversification within the industry due to the entry and growth of smaller brands is likely to continue eating up their shares.

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Energy Drinks in the US

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Overview

Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Energy Drinks in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports and Energy Drinks in USA?
  • What are the major brands in USA?
  • What are key new sports and energy drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports and energy drinks in USA?
  • What time of day are sports and energy drinks most commonly consumed?
  • What trends motivate people to drink sports and energy drink in USA?

Why buy this report?

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  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Energy Drinks in the US - Category analysis

HEADLINES

PROSPECTS

A changing, healthier demographic slows growth in energy drinks
Energy drinks begin to evolve in terms of ingredients and function
Public health concern grows

COMPETITIVE LANDSCAPE

Smaller brands are fresh and innovative
Growth trends among smaller brands could lead to change
Red Bull and Rockstar lose shares to Monster and new brands

CATEGORY DATA

Table 1 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 3 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Soft Drinks in the US - Industry Overview

EXECUTIVE SUMMARY

Value, health and premiumisation guide soft drinks in 2018
Americans require more from their beverages
Major players achieve mixed results across categories
Origin and adventurous ingredients are popular in 2018
Discrepancies expected to intensify

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 35 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 36 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 37 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 46 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 47 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in the US
Trends

SOURCES

Summary 1 Research Sources