http://www.amonline.com/article/article.jsp?id=18437&siteSection=1: "Editor's Insight: This is the second report in less than a week about the expanding energy drink market. This is a market dominated by products not made by the two cold beverage giants.
Because this market is growing and not dominated by the main beverage players, many independent bottlers have forged relationships outside of the main cola giants in order to capitalize on this rising opportunity. 03-15-07 by Elliot Maras " (AMonline.com serves the automatic vending industry)
Monday, March 19, 2007
The Market for Energy: Drink Ads and the Target Group - Energy Drinks at Fact Expert
The Market for Energy: Drink Ads and the Target Group - Energy Drinks at Fact Expert: "Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is still more particular than in other industries."
Energy Drink: A New Industry - Energy Drinks at Fact Expert
Energy Drink: A New Industry - Energy Drinks at Fact Expert: "The energy drink industry is a smart industry that is continually developing, expanding, and using innovative marketing techniques. As a whole, the industry caters to a younger market, and some energy drink brands aim their products at a health-conscious crowd. The primary target for the majority of energy drink companies is male teenagers and young people, mostly in the 20s age bracket. It is a small segment of society and seemingly very tight market, but these potential consumers have so far been exceptionally receptive to energy drink products. The energy drink industry is not dominated by large, giant companies like the soft-drink industry, but instead characterized by stiff competition between an increasing number of smaller companies, all catering to a very select consumer base."
Energy Drink: The Growing Market - Energy Drinks at Fact Expert
Energy Drink: The Growing Market - Energy Drinks at Fact Expert: "If you're interested at all about the energy drink market, you know that it is growing like a weed. In today's fast-paced society, humans are realizing that they don't have time for sleep along with everything else. Thus, companies are striving to put out the best energy drink designed for the potential insomniac that they have in mind. They are concerned with packing whatever ingredients they can to improve the stamina and phyiscal performance of human beings. They do this with no hesitance, not caring about any side effects of overdosage. They energy drink market is a monster that, currently, cannot be fed."
The Energy-Drink Buzz Is Unmistakable. The Health Impact Is Unknown. - New York Times
The Energy-Drink Buzz Is Unmistakable. The Health Impact Is Unknown. - New York Times: "Nearly 200 new energy drinks have hit store shelves since January, according to the market research firm ACNielsen. Led by such brands as Red Bull, Rockstar and Monster, energy drinks are a $3.7 billion industry whose revenues have increased by 51 percent in the past year alone. Red Bull is the third-largest source of beverage profits in convenience stores, according to one recent market survey.
“It started out as something for clubbers and extreme-sports types,” said Jeffrey Klineman, the editor of Beverage Spectrum. “Now it’s gone mainstream.”
So has the ingredient list. Energy drinks increasingly are formulated with fruit juices, teas and dietary supplements like ginseng and glucosamine that appeal to older, health-minded consumers. Taurine, an amino acid essential to growth in infants, is a frequent additive, though scientists say large amounts provide no advantage to ordinary adults."
“It started out as something for clubbers and extreme-sports types,” said Jeffrey Klineman, the editor of Beverage Spectrum. “Now it’s gone mainstream.”
So has the ingredient list. Energy drinks increasingly are formulated with fruit juices, teas and dietary supplements like ginseng and glucosamine that appeal to older, health-minded consumers. Taurine, an amino acid essential to growth in infants, is a frequent additive, though scientists say large amounts provide no advantage to ordinary adults."
Market gets a boost from energy drinks: alternatives to sports drinks are gaining globally and drinkmakers are answering demand DSN Retailing Today - Find Articles
Market gets a boost from energy drinks: alternatives to sports drinks are gaining globally and drinkmakers are answering demand DSN Retailing Today - Find Articles: "Energy drinks are gaining globally. In its recent 'What's Hot Around the Globe' report, ACNielsen noted that energy drinks grew at a 10% rate in the 59 markets examined, including the United States and Canada. Energy drinks have gained favor worldwide, with Europe, at a 17% growth rate, particularly enthusiastic."
Energy Drinks Amp Up Profits
Energy Drinks Amp Up Profits: "The names of energy drinks convey power, strength, speed, and yes, even virility—Red Bull, Go Fast, Erektus, Dynamite, Flying Horse, Warp 4. Whether these so-called 'energy drinks' deliver the physiological benefits they claim is a debate that may never be settled.
But there's one thing these drinks do deliver—big profits. Although the energy drink category is barely two years old, industry experts believe it represents much more than a fad driven by hyperactive 20-somethings. It's here to stay.
'Energy drinks have an allure, almost a sexual tension, a mechanism that people believe will exhilarate them,' says Tom Pirko, a leading beverage industry analyst with Bevmark LLC in Santa Barbara, Calif. 'I think we've seen that the category has legs. This is a niche, and it's proven to have the right qualities to maintain it. The issue is how big [the category] will become.' "
But there's one thing these drinks do deliver—big profits. Although the energy drink category is barely two years old, industry experts believe it represents much more than a fad driven by hyperactive 20-somethings. It's here to stay.
'Energy drinks have an allure, almost a sexual tension, a mechanism that people believe will exhilarate them,' says Tom Pirko, a leading beverage industry analyst with Bevmark LLC in Santa Barbara, Calif. 'I think we've seen that the category has legs. This is a niche, and it's proven to have the right qualities to maintain it. The issue is how big [the category] will become.' "
Energy drinks outperform all other beverages, report
Energy drinks outperform all other beverages, report: "3/12/2007 - Energy drinks last year stormed the US beverage market, outperforming all other categories, while one sports drink inched its way into the nation's top five trade marks by displacing a popular soda brand, according to a new report.
Although carbonated soft drinks still dominated the market in 2006, accounting for more than half of all beverage sales by volume, total sales in the category dipped by just over 1 percent during the year.
In contrast, sales of energy drinks shot up by almost 50 percent.
'The liquid refreshment beverage market is being driven by the health and wellness trend,' said Michael Bellas, chairman and chief executive officer of the Beverage Marketing Corporation, which published the new report."
Although carbonated soft drinks still dominated the market in 2006, accounting for more than half of all beverage sales by volume, total sales in the category dipped by just over 1 percent during the year.
In contrast, sales of energy drinks shot up by almost 50 percent.
'The liquid refreshment beverage market is being driven by the health and wellness trend,' said Michael Bellas, chairman and chief executive officer of the Beverage Marketing Corporation, which published the new report."
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