Energy Drinks – A Consistent Trend
After a long day of classes, falling asleep is always easy but staying awake through the day has lead students to resort to more than just your average cup of joe.
Energy drinks and shots have become part of a very competitive market and perhaps the most dynamic market—growing 60% from 2008-2012 according to Packaged Facts estimates in the all-new research report Energy Drinks and Shots: U.S. Market Trends. In 2012, total U.S. sales for the energy drinks and shots market was worth more than $12.5 billion.
College students resort to these energy boosting drinks to help keep up their levels of energy during class-time. While these drinks may prevent them from falling asleep during a lecture, studies show that these drinks may not be the most healthy or beneficial option depending on their energy drink of choice.
Based on this study, marketing strategies have lead the beverage industries to seek an increase in market penetration and consumption frequency by making these high-selling drinks healthy and functional.
A student at the University of Illinois-Chicago, Jess Rogawski, 23, says she drinks at least two red bulls a day.
“I know its probably not extremely healthy, but I hate coffee and well… red bull gives me wings.” Rogawski jokes. “I stick with the sugar-free option so that’s gotta count for something right?”
Rogawski is part of the markets target group- simply because of the age group she falls under. This age group is the most active in things such as school, work and exercises- all things people might tend to chug an energy drink prior to.
The overall growth of energy drinks and shots is influenced by new product launches and expanded retail distribution. Economic factors and shifts in the U.S. adult population by age and ethnicity/race are also factors to market growth. An increasingly competitive market for “energy-boosting” products is perhaps the market’s greatest threat.
Nikki O’Measa is studying to be an EMT Paramedic at Malcom X College. O’Measa’s studies require her to know the human body inside and out- giving her a different perspective on the idea of energy drinks.
“I think I’m one of the only people that I know of that doesn’t even like the taste of a single of the energy drinks on the shelves,” O’Measa says, “I’ve tried so many different ones and not only are they gross but their really bad for you. They try to make the healthy versions or say there’s no crash afterwards but their not fooling me. I guess I just keep it old-school by sticking with coffee or green tea.”
O’Measa may be part of the small percent that is helping other competitors. Thirst quenchers and sports drinks are the top competitors for energy drinks as this type of beverage attracts a large population of energy drink users. Energy drinks are also subject to competition from other energy-boosting beverages such as coffee and tea beverages, as well as an increasing number of new product innovations that tap into the energy trend but are outside of the beverage industry.
As people are always looking for the new and quicker way to get through the day, more and more restaurants and clubs are now marketing energy drinks to be mixed with alcohol. The trend to look out for will be those energy drinks that will start hitting coolers with alcoholic energy drinks- targeting the youth and partygoers.