Energy shots dominate the power drinks market
Thursday 12 November 2009
Energy shots are showing a spike in sales -- and a number of beverage vendors at this week's 12th Annual Americas Food and Beverage Show in Miami are giving them a boost.
Energy shots are showing a spike in sales - and a number of beverage vendors at this week's 12th Annual Americas Food and Beverage Show in Miami are giving them a boost.
Touted as the replacement for morning coffee and capable of keeping you going for hours, energy shots - typically available in doses ranging from 2 to 5 ounces - have started to dominate sales of power drinks in the last few years.
While sales for more conventional energy beverages have slowly fizzled, energy shots are expected to total $700 million in US sales by the end of this year, compared to $370 million last year, according to the market research firm Information Resources.
The mini drinks are loaded with varying concentrations of caffeine, a blend of B vitamins, amino acids, herbal stimulants, and they generally contain little or no sugar.
They were one of the most visible products in the international food and beverage show and occupied much of the show's Beverage Pavilion, according to the Miami Herald.
Vendors said the drinks are gaining popularity because Americans need to work more and stay awake more.
"I think the energy shot segment of the energy drink market is going to at least meet, if not exceed the full size beverage, fully carbonated side of it,'' Mario Melton, owner of Miami-based DolceShot told the paper. "The reason I think that is because America is a 24-7 country, people are staying up longer more often. They look for convenience - not everyone can finish a 16-ounce, fully carbonated beverage.''
Top contenders in the energy shot market include:
Living Essentials: The original 5-Hour Energy formulation launched in 2004 inspired many copycats but claims to be the only one that works because it has zero sugar and is free of herbal stimulants.
Red Bull: The driving force in the power beverages market, the company launched its energy shot drink earlier this year, which provides as much kick in its 2-ounce version as it does in its standard 8-ounce drink.
Venom Bite: This year, Dr. Pepper Snapple also launched a 3-ounce version of its energy drink Venom.
Red Line Energy Drink: Manufactured by Vital Pharmaceuticals, it is high in caffeine and contains a blend of yerba mate and green tea extracts. It's sweetened with Sucralose and also claims to burn fat.
Since January 2009, over three dozen brands of energy shots were introduced to the US market, according to Mintel Global News Products Database.
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