With energy drink sales and consumption on the rise over the years, more and more companies are seeking to put their foot into the heavy growth of the energy drink industry. Brands such as Red Bull, Monster, and Rockstar have spearheaded the market’s popularity, and in turn, led to the decline of competing soda and other beverage industries. But what different kinds of energy drinks are there, and what do they provide that appeal to today’s generation?
The market is made up of three big product types: drinks, shots, and mixes. The most popular energy drinks in the industry come as no surprise to anyone: Red Bull comes in first with 3.4 billion dollars in sales during 2013, controlling 43% of the market. Monster follows closely, with just over 3 billion dollars in sales during 2013. These two brands have bolstered their success through viral ad campaigns and sports sponsorships, and as a result, have become affiliated with fitness and good health. However, their mass consumption has sparked concerns regarding detrimental effects on public health. As a result, other newer, lesser known names have risen in an effort to provide the same energy with healthier ingredients and without a sugar crash after they wear off. One such example is Verve Energy, which advertises its twelve vitamins, minerals, aloe vera, and other unique and ingredients not found in other drinks.
The success of such energy drinks, in turn, has risen to the creation of other products in the same industry, most notably energy drink shots. A specialized kind of drink that contains a stronger dose of caffeine in a 50ml bottle of liquid, energy shots promise a faster and more convenient energy boost than regular drinks. 5 Hour Energy leads this industry as the trademark energy shot drink.
Other, lesser known forms of energy drinks do exist, most notably energy mixes, which come in powder form. Together, they make up a multi-billion dollar industry that is expected to keep growing at a steady upward trajectory until 2018. As a result, the consumption of such energy drinks among the average population will keep allegations of health concerns a popular subject, so expect to see a rise in more health-oriented products to rise over the next few years.