Essay About Energy Drinks Reaches And Energy Drinks

Energy Drink Summery
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Chapter 1 Executive Summary
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Scope
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Methodology
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Market Size and Growth
Total Market for Energy Drinks Reaches $5.4 Billion
Figure 1-1 Total U.S. Retail Market Value for Energy Drinks, 2002-2006 (in billion $)
IRI-tracked Sales Grow 45% in 2006
Figure 1-2 IRI-tracked Sales for Energy Drinks, 2002-2006 (in million $)
Energy Drinks and the Non-Alcoholic Beverage Market
Figure 1-3 Market Share of Energy Drinks vs. All Other Non-Alcoholic Beverages by IRI-tracked Sales, 2006 (%)
Red Bull Remains #1 Energy Drink Marketer
Table 1-1 Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2002-2006 (in million $)
New Brands Nip at Red Bull’s Lead
Table 1-2 Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006 (in million $)
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Energy Drinks Market Forecast
Factors to Growth
Total Retail Value to Reach $9.3 Billion by 2011
Figure 1-4 Projected Total U.S. Retail Market Value for Energy Drinks, 2006-2011 (in billion $)
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Market Trends
Energy Not Necessarily Tied to Heavy Activity
Rising Competition Pushes Differentiation
Old-School Energy Boosters: Caffeine and Alcohol
Natural and Organic
Private Label May Energize
Nanotechnology and Microencapsulation
Core Company Values and Commitment Important
Energy Drink Introductions Hit Adrenaline Surge
Cost of Entry: Single Serve and Vitamins
Health Innovation: Antioxidants & Omega-3 Fatty Acids
Category Crossing Creates New Opportunities
Kaleidoscopic Flavors Spurred by Superfruits
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Advertising and Retail
Consumer Advertising Expenditures
Red Bull Dominates in Advertising Spend
Evolving Media Consumption and Opportunities
Sport and Celebrity Branding
Lasting Ties to Music Industry
Bloom Reaches Out to Women
Diet Pepsi Shows Marketing Strength with MAX Launch
Grabbing Consumer Attention at Bottle
Retail Distribution Varied
Convenience Stores Growing in Importance
Specialty Outlets and Non-traditional
Start Small to Go Big
Nimble Enough for Special Relationships
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The Consumer
Energy Drink Usage Penetration
Energy Drink User Demographic Characteristics
Energy Drink Consumption Lower for Women
Brand Usage Rates Suffer From Fragmentation
Chapter 2 The Market
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Scope
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Methodology
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Market Size and Growth
Total Market for Energy Drinks Reaches $5.4 Billion
Figure 2-1 Total U.S. Retail Market Value for Energy Drinks, 2002-2006 (in billion $)
Table 2-1 U.S. Retail Sales and Year-over-Year Percentage Change for Energy Drinks, 2002-2006 (in million $)
Global Context
IRI-tracked Sales Grow 45% in 2006
Figure 2-2 IRI-tracked Sales for Energy Drinks, 2002-2006 (in million $)
Energy Drinks and the Non-Alcoholic Beverage Market
Figure 2-3 Market Share of Energy Drinks vs. All Other Non-Alcoholic Beverages by IRI-tracked Sales, 2006 (%)
Table 2-3 IRI-tracked Sales Comparison of Energy Drinks vs. Sports Drinks
and Carbonated Beverages, 2002-2006 (in million $)
Growth Driven by Unit Volume, Higher Prices
Figure 2-4 IRI-tracked Energy Drink Volume and Unit Sales Trends, 2005-2006
Top Energy Drink Marketers
Red Bull Remains #1
Hansen Natural Sees Growth Spurt
Sobe and PepsiCo Together Rank Third
Table 2-4 Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2002-2006 (in million $)
Figure 2-5 Market Share of Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2006 (%)
Top Energy Drink Brands
Red Bull, Monster Top the List
Table 2-5 Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006 (in million $)
Figure 2-6 Market Share of Top U.S. Energy Drink Brands by IRI-tracked Sales, 2006 (%)
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Factors Affecting the Market
Target Marketing: Women and Health/Wellness
Niche Marketing
The Role of Convenience
Bigger