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Report: Energy Drink Sales Surge, But Category Fails To Attract New Customers

Posted On: 8/18/2010

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Energy drinks, energy shots, energy drink sales, energy drink category, Mintel, Garima Goel Lal, vending, vending machine drinks, vending machine business

CHICAGO -- Manufacturers of energy drinks and shots are having difficulties attracting new customers, despite a 136% increase in sales between 2005 and 2009, according to Mintel, a market research firm.

According to Mintel's study, 74% of those surveyed say they don't consume energy drinks or shots, and 69% of those nonusers have no interest in trying them.

Energy drink market penetration remained flat at 15% of all adults (18 and older) from 2007 to 2009. Nonusers cited high prices, too much caffeine and a general feeling that energy drinks and shots simply aren't good for them as reasons why they have not consumed any in the past three months.

"Sales of energy drinks and shots have remained relatively strong for the last few years, but the same core group of customers continues to buy them," said Garima Goel Lal, senior analyst at Mintel. She noted that the category added only 1 million new energy drink consumers, who are adults, between 2007 and 2009, compared with 9.3 million during the two years prior.

Sixteen percent of energy drink nonusers and 14% of energy shot nonusers said they would be encouraged to try one if free samples were offered at a store where they usually shop. Meanwhile, 14% of nonusers said they would be more likely to try energy drinks if they had natural ingredients.

Seventy-one percent of energy drink consumers and 80% of energy shot users consume them for an energy boost, while 57% employ them to stay awake. Sixty percent say they use energy shots to improve mental alertness.