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
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