Uncovering Energy Drink Insights

Developing new beverages in todays highly competitive marketplace demands fast-track development and other speed-to-market strategies backed up by solid market research. Virginia Dares marketing department provides its customers with insights derived from firsthand consumer research. In the last several years, Virginia Dare has conducted considerable research, including studies related to energy drinks.

The company conducted focus groups with young men and women ages 18 to 29 who are in-franchise energy-drink consumers and trier-rejectors. Not surprisingly, the research indicated that men and women view energy drinks quite differently.

In general, men were very familiar with energy drinks and had a high incidence of trial and acceptance. Most of their product experience related to the leading national brand, Red Bull, and several other category leaders.

When asked about the product benefits associated with energy drinks, many men said energy drinks provided sustained energy beyond the caffeine buzz that comes from coffee or colas. Some mentioned that consuming energy drinks did not have the negative stomach effects associated with drinking an equivalent amount of coffee.

Most men regularly consumed energy drinks in bar or club settings, where they would typically combine them with vodka, cognac or high-end European liqueur. Some of the men revealed that the combination of an energy drink and alcohol puts them in a pleasant, energized mood and gives them sustained sociability.

Although few men could describe the characteristic flavors of an energy drink, most indicated they like them when mixed with alcohol, or consumed alone. It was generally felt that energy drinks needed to be consumed very cold. None of the respondents seemed to have price-value concerns.

As compared to men, young women were less inclined to consume energy-drink cocktails in bars and clubs, preferring lighter, less-caloric drinks. Women tended to see energy drinks purely as energy-boosting beverages, and expressed interest in lower-calorie versions. Many women indicated that energy drinks, whether low- or full-calorie versions, did not taste very good and had undesirable off-tastes. Women also did not find the current branding and imagery appealing to them.

Virginia Dare gleaned information about many other facets of energy-drink consumption related to young men and women, including the importance of natural and organic ingredients, brand positioning, alternate energy- delivery products and product-trial initiation. The companys beverage-applications specialists have taken these consumer insights and translated them into viable product opportunities.

Virginia Dare 
882 Third Avenue 
Brooklyn, NY 11232 
Phone: 718/788-1776 
Fax: 718/768-3978 
E-mail: [email protected]
Website: www.virginiadare.com