Joanna Cosgrove08.19.10
When another cup of coffee or can of cola won’t cut it, consumers are quick to reach for an energy product to help them punch through hazy mornings and mid-day slumps. But what used to be a market characterized by young core consumers slamming a bitter tasting, jitters-inducing beverage has flourished into a sophisticated industry hallmarked by improved formulating, flavoring and, more notably, “no crashing” after the product has done its job.
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Though the energy products landscape has evolved to include bars and bites to complement the ever-present beverages, Julian Mellentin, owner and director of London and New Zealand-based New Nutrition Business, a specialist in the business of food, nutrition and health, and publisher of the journal New Nutrition Business, noted that some of the original players are still tops in the marketplace.
“Beverages dominate and the classic Red Bull-type product is the major part of the market. In fact Red Bull is the major part of the energy drinks market, worldwide, still with a 60%+ share in most countries even though it&rs
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