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    A Comprehensive Review On Energy Drink Market

    posted 8 Jan 2012 09:30 by Tauseef Abbas
    In the UK, Lucozade Energy was introduced in 1929 as a hospital drink for energy weakness and in 1980 it was introduced as an energy drink. 
     
    In 1985, Jolt Cola was introduced in the United States. The initial slogan was, "All the sugar and twice the caffeine." In 1995, PepsiCo launched Josta, it was the first energy drink promoted by a major US beverage company but Pepsi discontinued the product in 1999.

    In Europe, energy drinks Power Horse were introduced by the S. Spitz Company and before the business savvy of Dietrich Mateschitz, an Austrian businessman, ensured his Red Bull product became far better known. Mateschitz developed Red Bull based on the formula of Thai drink Krating Daeng, itself based on Japani Lipovitan. Red Bull is the dominant brand in the US after its introduction in 1997.

    By 2001, the US energy drink market had grown to nearly 8 million per year in retail sales. Over the next 5 years, it grew an average of over 50% per year,and in 2007,the energy drink market became a $5.4 billion dollar market. in 2007, both Goldman Sachs and Mintel predicted that it would hit $10 billion by 2010. 

    Energy drinks are usually attractive to young people. About 65% percent of its drinkers are between the ages of 13 and 35 years old. Ages 21–30 are using energy drinks in high school or college to stay awake longer to study or write a paper. Energy drinks are also popular as drink mixers.

    In 2001, Coca-Cola marketed two Powerade brand energy drinks in bullet-shaped, screw-top aluminum bottle cans produced by Exal Corporation of Youngstown, Ohio. Powerade, similar to Gatorade, is better known as a sports drink in the United Kingdom. In 2002, CCL Container and Mistic Brands, Inc., part of the Snapple Beverage Group, worked together on the national launch of Mistic RĒ, which used a recyclable aluminum bottle. Since its introduction, many energy drinks are now packaged in the aluminum bottles or bottle cans.

    Capri Sun targeted 16-25 year-olds with its Island Refreshers line. In the UK, Coca-Cola has marketed 'Sprite 3G', in a similar 250 mL can and has also launched 'Relentless', a juice-based energy drink in 500 mL cans.Sprite 3G has been discontinued in the United Kingdome.

    UK supermarkets have produced their own brands of energy drinks at lower prices than the major soft drink manufacturers. These are mostly produced by Canadian beverage maker Cott. Tesco supermarkets sell 'Kx"'(used to be known as 'Kick') in 250 mL cans and 1 L bottles, Sainsbury's sell 'Blue Bolt' in similar packaging, Asda sell 'Blue Charge' in similar packaging and Morrison's sell 'Source' in 250 mL cans. Cott sells a variety of other branded energy drinks to independent retailers in various containers.

    Since 2002 there has been a growing trend for packaging energy drink in bigger cans. Since in many countries, including the US and Canada, there is a limitation on the maximum caffeine per serving in energy drinks, this allows manufacturers to include a greater amount of caffeine by including multiple servings per container. Popular brands such as Redbull, Hype Energy Drinks and Monster have increased the amount of ounces per can. Conversely, the emergence of energy shots has gone the opposite way with much smaller packaging.

    In 2007, energy drink powders and effervescent tablets were introduced, in the form of a tablet or powder that can be added to water to create an energy drink. These can offer a more portable option to cans and shots.As of 2009, the industry has moved towards the use of natural stimulants and reduced sugar