Energy shot drinks double to $423m

Filed by Shaun Weston

© Zenith International

Energy shots are an extension of the regular energy drinks market, typically packed in 2oz (60ml) shrink-wrapped plastic bottles. Manufacturers have sought extra points of difference in a crowded and challenging sector. Consumers have refined their needs and energy requirements, which has resulted in increasing pressure for innovation among the many functional drinks now on offer.

“Standard 250ml and super-sized 500ml energy drinks may contain too much volume and too many calories for certain consumption occasions such as driving,” said Jenny Foulds, a Zenith market intelligence consultant and functionaldrinks editor. “Energy shot drinks are a major new opportunity for the energy drinks category. They can be carbonated or non-carbonated, berry, juice or even dairy-based, and with wide-ranging potential positioning and target markets.”

Further key findings from the 2009 Zenith Energy Shot Drinks report include:

• Energy shots have so far been predominantly a US phenomenon, but are poised to break into other markets.
• Living Essentials, which produces 5-Hour Energy, leads the US market.
• Top energy drink brands such as Monster, Rockstar, Full Throttle, NOS and Red Bull have now entered the segment.
• Production is often outsourced to co-packers.
• Energy shot drinks present traditional energy drinks with new distribution channel opportunities such as the health and nutrition sector.

Zenith anticipates that the combined markets of North America and Europe will reach over 500 million units and a retail value approaching $1.2bn by 2010, with the concept also spreading to other regions by then.

Source: Zenith International