An energy drink is a non-alcohol beverage that contains stimulant components, such as caffeine, sugar, other sweeteners, herbal extracts, taurine, and amino acids. The ingredients of the energy drinks produce effects on cognitive performance, like increased attention and reaction speed. Energy drinks are considered a subset in the soft drinks industry. Energy drinks became known in the 19th century in Europe when chemists mixed caffeine or coca leaves with other drinking ingredients. At the beginning of the 20th century, Coca Cola and Pepsi were considered energy boosters due to the active and stimulant ingredients they contained (coca leaves and kola nuts). In 1949, Dr. Enuf was launched in the US, the first energy drink similar to today’s offering that contained B vitamins, caffeine, and cane sugar. Over the last 20 years, energy drinks such as Red Bull and Monster have become increasingly popular, rapidly gaining energy drink market share, especially with young people, with many clubbers mixing them with alcohol. Learn more about T4's strategy consulting services here.
Energy drinks market growth is mainly triggered by the consumer´s idea of needing a boost in energy. People use energy drinks because these drinks claim to improve energy, help with weight loss, increase endurance, and improve concentration. Energy drinks are marketed for people who desire a boost of energy. For some people, these drinks help to deal with daytime sleepiness, deal with food anxiety, and other people think energy drinks help with performance and endurance. Other persons like students and young people mix energy drinks with alcohol, having the idea that caffeine will reduce the sedative effects of alcohol and make them more alert. Energy drinks have been associated with health risks, such as an increased rate of injury when usage is combined with alcohol, and excessive or repeated consumption can lead to cardiac and psychiatric conditions.
Energy Drinks is a Mature market composed of a few large competitors and many small competitors. The main two competitors have 82% of the energy drink market share. Red Bull market share was 43% of the Energy Drinks market in 2020. Red Bull has the highest market share of any energy drink in the world. Red Bull is sold in a tall and slim blue-silver can. Red Bull is available in a single nondescript flavor and regular or sugar-free formulas and a line of "color editions" with artificial fruit flavors. Red Bull is proprietary of extreme sports event series, as well as multiple sports team ownerships. Monster market share was 39% of the market in Energy Drinks. There are more than 30 different drinks under the Monster brand in North America, including its core Monster Energy line, Java Monster, Extra Strength, Import, Rehab and Muscle Monster. The company is also known for supporting many extreme sports events. Rockstar market share was 10% of the Energy Drinks market in 2020. Rockstar Energy Drink was acquired by PepsiCo in March 2020. Rockstar is available in more than 20 flavors and in more than 30 countries. AMP market share was 3% of the Energy Drinks market in 2020. Amp Energy is an energy drink brand produced by Rockstar Inc. and owned by PepsiCo. AMP has been produced and labeled under its stand-alone trademark name. AMP is packaged in both 16-ounce and 24-ounce cans and is sold in the United States, Canada, the United Kingdom and Lebanon.
T4's research team can help you learn more about the Energy Drinks industry with market analysis, competitive landscape analysis, commercial Due Diligence, and other market research needs. This includes deeper analysis on competitors in the Energy Drinks market, including Red Bull, Monster, Rockstar, Amp, NOS, Full Throttle, Xyience Xenergy; research into related topics such as Sports Drinks, Caffeine, Beverages, Non-Alcoholic Beverages, Drinks, Soft Drinks, Energy Shots; or additional support in the Energy Drinks Sector or other Sectors. Learn more about T4's strategy consulting services here.Schedule a Demo