Energy drinks is expected to see a solid off-trade volume CAGR in the forecast period. However, there is a danger that the extensive array of flavours available, ranging from classic fruit varieties to more unconventional and experimental combinations, could prevent stronger growth.
Investments in partnerships have intensified in energy drinks in the US. With the collaboration between Celsius and Scuderia Ferrari, the recently agreed partnership between C4 and Keurig Dr Pepper, and Monster taking control of the distribution of Bang, the category is seeing the reorganisation of routes to market and strategies to get to more retailers and consumers at a national level.
The immune support branding of Mtn Dew Energy illustrates a broader trend amongst leading energy drinks manufacturers towards the incorporation of functional ingredients that extend beyond caffeine. In the realm of performance energy, it is increasingly common to see the inclusion of creatine and branched-chain amino acids (BCAAs), which are designed to enhance muscle hypertrophy and mitigate exercise-induced fatigue.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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