U.S energy drink sales are up 12.6% at $14 billion in 2021. This comes primarily off the back of Red Bull and Monster Energy, the two companies together making up nearly 50% of the market share. People love energy drinks for their ability to create fatigue resistance, boost cognition, boost reaction time, and the increased ability to pay attention. This has made the market particularly popular with gamers, each of the top esports organizations having an energy drink sponsor. The other major market is young male Americans at large, two thirds of energy drink consumers being between the ages of 13 to 35 and male.
There are clear downsides that dissuade buyers, factors such as high sugar, poor taste, and general artificiality. In response there’s a movement in the industry towards more plant based, natural, and a wider range of ingredients and flavors. Reducing the sugar in these drinks while retaining taste and caffeine is a high priority to getting new consumers.
Energy drinks have a wide set of uses and markets, and as the pandemic comes to an end, it seems the market only has room to grow. Even as related markets such as energy shots die out, energy drinks only continue to evolve and gain prominence.
Infographic by: preworkout