09.01.10
Despite a 136% increase in sales from 2005-2009, energy drinks/shots manufacturers are having trouble attracting new customers, according to Mintel research. In fact, 74% of those surveyed say they don’t consume energy drinks/shots and 69% of those non-users are not interested in trying them. Mintel’s Global Market Navigator (GMN) found that Americans consume 3.05 liters of energy drinks per capita each year, but energy drink market penetration remained flat at 15% of all adults aged 18+ during 2007-2009. Energy drinks/shots non-users cite high prices (48%), too much caffeine (43%) and a general feeling that energy drinks/shots just aren’t good for you (43%) as reasons why they have not consumed any in the past three months. Sixteen percent of energy drink non-users and 14% of energy shots non-users would be encouraged to try an energy drink or shot if free samples were offered at a store where they usually shop.
Meanwhile, 14% of non-users would be more likely to try energy drinks (11% for energy shots) if they had natural ingredients. Seventy-one percent of energy drink users (80% of energy shot users) consume them for an energy boost, 57% of energy drink users employ them to stay awake and 60% of energy shot users say they drink them for mental alertness. Energy drink/shot consumers are more likely to use energy shots (30%) than energy drinks (23%) to enhance sports performance.
Meanwhile, 14% of non-users would be more likely to try energy drinks (11% for energy shots) if they had natural ingredients. Seventy-one percent of energy drink users (80% of energy shot users) consume them for an energy boost, 57% of energy drink users employ them to stay awake and 60% of energy shot users say they drink them for mental alertness. Energy drink/shot consumers are more likely to use energy shots (30%) than energy drinks (23%) to enhance sports performance.