The greatest threat to long-term growth in energy drinks in the US may emerge from the fact that demand for energy-boosting products and ingredients is increasingly satisfied by adjacent categories, which are not strictly defined as energy drinks. The evolution of the demand for energy to a consumer need state across food and beverages means that energy drinks now competes with new products (such as water, tea, coffee, or confectionery) with functional propositions in many styles, flavours, and formats.
As the immune support positioning of Mtn Dew Energy suggests, leading energy drinks brands are now integrating functional ingredients beyond caffeine. In the case of performance energy, this frequently includes creatine and/or branch-chain amino acids (BCAA) intended to assist in muscle growth and alleviate muscle fatigue.
Multipacks were a critical component of growth in energy drinks during the pandemic, as consumers shifted from impulse-driven behaviour, to stocking their fridges with energy drinks. Although this behaviour is still very much present in the category, more and more consumers are returning to their pre-pandemic purchasing behaviour and consumption occasions.
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These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.See All of Our Definitions
This report originates from Passport, our Energy Drinks research and analysis database.
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