The high growth rates of energy drinks have slowed down since 2016. Energy drinks are most popular among younger consumers: teenagers, millennials, and students.
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.
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.
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.
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 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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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.
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This industry report originates from Passport, our Soft Drinks market research database.