Energy Drinks Continue Riding the Functional Beverage Wave

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Energy drinks, including market pop star Red Bull, are expected to ride the non-carbonated wave rushing the beverage scene, growing at an annual rate of 12% and surpassing $9 billion by 2011, according to Energy Drinks in the U.S., a new report from market research publisher Packaged Facts.

Although energy drinks accounted for just two percent of all non-alcoholic beverages sold in mass-market channels tracked in 2006, up from less than one percent in 2004, the phenomenal growth seen in recent years could continue, propelling energy drinks to capture a larger share of the market.

Since 2002, when total retail sales were just $1.2 billion, the market for energy drinks has increased nearly 440% overall to an estimated $6.6 billion in 2007. Packaged Facts forecasts that convenience, both in the form of portability and totality of ingredients, will drive the energy drink market, as manufacturers begin incorporating nutrition, energy, great taste, pain killing, and anti-aging ingredients into their products.

“As more players enter the market, further fragmenting and increasing competition, energy drink marketers will increasingly look to make their products stand out from the pack through taste, sensory cues, and higher-end benefits,” notes Cathy Minkler, Associate Editor of Packaged Facts. “Many beverage manufacturers are already blending whey, dairy, and soy to develop healthy, functional, high-protein beverages.”

Energy Drinks in the U.S. tracks the evolution of the U.S. energy drink market and trends affecting the market for everyday drinking. The report examines key issues and consumer behaviors affecting the market and highlights leading brands and market players. The report is available from Packaged Facts by visiting: http://www.packagedfacts.com/Energy-Drinks-1486833.


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