Energy Drinks Outsell Bottled Water

TROY, Mich.As noted in the recently published Beverage Industry 2012 State of the Industry report, for the first time, energy drinks have outsold bottled water (for the 52 weeks ending April 15 in U.S. supermarkets, drug, gas, convenience and mass merchandise retailers, excluding Walmart, per SymphonyIRI Group). During that period, energy drinks garnered more than $6.9 billion in sales for a 19.4% increase over the previous year; bottled water saw $6.7 billion in sales for a 3.4% increase.

Red Bull remains the top seller in the category, with nearly 40% market share for a total of $2.8 billion in sales. A recent addition to the line is Red Bull Total Zero, a slight reformulation of Red Bull Sugar Free (Total Zero is calorie-free while Sugar Free has 13 calories). In addition to the caloric difference (likely achieved via the addition of sucralose to the sweetener mix), Total Zero has slightly more caffeine (3 mg more in the 8.4-oz. can) and a slightly different flavor.

Both Monster Energy and Rockstar are starting to target the recovery market. Monster Rehab uses a tagline of refresh, revive, rehydrate, with one version (Protean) containing 15 grams of protein per can. Rockstar Recovery seeks to provide energy + hydration in a low-calorie beverage enhanced with electrolytes.

The Beverage Industry report notes that emerging categories in energy include natural options. Jamba Juice, Campbells Soup (via its V8 line) and Starbucks carrying natural energy lines.

Energy shots also continue to perform well. That segment is dominated by 5-Hour Energy (Living Essentials, LLC), which captured over 90% of the market. However, more companies, including Monster, with its concentrated 5-oz. M3 product, continue to enter this segment.

For more insight into the energy drink market, see The Next Generation of Energy on the Food Product Design website, which focuses on the recent natural introductions from Jamba Juice and Starbucks.