Energy Drink Summery
By: Andrew • Essay • 1,740 Words • April 17, 2010 • 967 Views
Energy Drink Summery
Chapter 1 Executive Summary
• Scope
• Methodology
• Market Size and Growth
o Total Market for Energy Drinks Reaches $5.4 Billion
o Figure 1-1 Total U.S. Retail Market Value for Energy Drinks, 2002-2006 (in billion $)
o IRI-tracked Sales Grow 45% in 2006
o Figure 1-2 IRI-tracked Sales for Energy Drinks, 2002-2006 (in million $)
o Energy Drinks and the Non-Alcoholic Beverage Market
o Figure 1-3 Market Share of Energy Drinks vs. All Other Non-Alcoholic Beverages by IRI-tracked Sales, 2006 (%)
o Red Bull Remains #1 Energy Drink Marketer
o Table 1-1 Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2002-2006 (in million $)
o New Brands Nip at Red Bull’s Lead
o Table 1-2 Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006 (in million $)
• Energy Drinks Market Forecast
o Factors to Growth
o Total Retail Value to Reach $9.3 Billion by 2011
o Figure 1-4 Projected Total U.S. Retail Market Value for Energy Drinks, 2006-2011 (in billion $)
• Market Trends
o Energy Not Necessarily Tied to Heavy Activity
o Rising Competition Pushes Differentiation
o Old-School Energy Boosters: Caffeine and Alcohol
o Natural and Organic
o Private Label May Energize
o Nanotechnology and Microencapsulation
o Core Company Values and Commitment Important
o Energy Drink Introductions Hit Adrenaline Surge
o Cost of Entry: Single Serve and Vitamins
o Health Innovation: Antioxidants & Omega-3 Fatty Acids
o Category Crossing Creates New Opportunities
o Kaleidoscopic Flavors Spurred by Superfruits
• Advertising and Retail
o Consumer Advertising Expenditures
o Red Bull Dominates in Advertising Spend
o Evolving Media Consumption and Opportunities
o Sport and Celebrity Branding
o Lasting Ties to Music Industry
o Bloom Reaches Out to Women
o Diet Pepsi Shows Marketing Strength with MAX Launch
o Grabbing Consumer Attention at Bottle
o Retail Distribution Varied
o Convenience Stores Growing in Importance
o Specialty Outlets and Non-traditional
o Start Small to Go Big
o Nimble Enough for Special Relationships
• The Consumer
o Energy Drink Usage Penetration
o Energy Drink User Demographic Characteristics
o Energy Drink Consumption Lower for Women
o Brand Usage Rates Suffer From Fragmentation
Chapter 2 The Market
• Scope
• Methodology
• Market Size and Growth
o Total Market for Energy Drinks Reaches $5.4 Billion
o Figure 2-1 Total U.S. Retail Market Value for Energy Drinks, 2002-2006 (in billion $)
o Table 2-1 U.S. Retail Sales and Year-over-Year Percentage Change for Energy Drinks, 2002-2006 (in million $)
o Global Context
o IRI-tracked Sales Grow 45% in 2006
o Figure 2-2 IRI-tracked Sales for Energy Drinks, 2002-2006 (in