bake - August 2015 - 58
cafe
Get 'em Going
A number of factors have led to the rise in popularity of energy
drinks. As the pace of American society gets faster year after
year, every demographic struggles to keep up with the day to
day challenges of simply existing in today's frenetic culture.
Hours at work grow longer, academic demands on students
increase; children participate in more activities and require
parents to keep up. All this and more means energy is at a
premium and Americans look to products for help.
"Energy Drinks"
Three basic products exist within the energy drink category.
Energy drinks are beverages that typically contain high levels
of caffeine with additional ingredients such as taurine, guarana
and B vitamins. Energy shots are concentrated versions of
energy drinks and usually contain higher levels of caffeine.
Energy drink mixes are powdered forms and get mixed with
water or juice. Energy drinks possess the largest chunk of
market share at 78 percent of the more than $8 billion sales,
according to market research firm, Packaged Facts.
Continued Growth
According to the Institute of Food Technologists (IFT), the
category shows consistent annual growth from 2008 to 2013
(est.) sales. The market reported two years of 17% increases
in 2012 and 2013 (est.) and is expected to continue a steady
upward trajectory to 2018.
More than half of Mintel respondents (56%) who use energy
drinks and/or shots do so because they are more effective for
energy and alertness than other beverages. Just more than
one-third (35%) say they are convenient and 31% like the taste.
However, some consumers have voiced their concerns related
TOP PLAYERS IN ENERGY DRINKS
to the healthfulness of energy drinks.
"People's desire for additional energy to accomplish everything
in a given day will continue to fuel positive sales growth for
the energy drink category. However, because even a portion of
Energy drink producers compete vigorously for
dollars in this market. The following list shows the
major companies relative to sales within the market.
1. Red Bull - 43%
5. NOS - 3%
companies must educate the public on the health, safety, and
2. Monster - 39%
6. Full Throttle - 1%
global use of energy drinks, shots, and mixes. Innovations in
3. Rockstar - 10%
7. Xyience Xenergy - 1%
serving size and/or format could keep users active in the cate-
4. Amp - 3%
current users are cutting back due to health and safety concerns,
gory and perhaps inspire new entrants," says Jen Zegler, global
food and drink analyst for Mintel Food & Drink.
58 < AUG 2015 | bakemag.com
http://www.bakemag.com
bake - August 2015
Table of Contents for the Digital Edition of bake - August 2015
bake - August 2015
Editor's Note - The Consumer Issue: Six Key Trends to Watch
Table of Contents
News Bites - New tech informs new view on foods
Dawn Foods opens new distribution facilities
Call for action on food donation incentives
My Favorite Things
Management - Responsible Packaging
Legislation - GMOs Back in the Spotlight
Ingredients - Beyond Sweet
Equipment - Energy Saving Ovens
Shifting Gears
Paying Attention to Trends
Local Hero
Predict the Future
Sandwich Still King
Clean Label Becomes the Standard
Dispelling the Myths
Ready for Fall Weddings
Decorated Shortbread
Cafe - Veggie Powered Wraps
Get ‘em Going
Products
Product Showcase
Classifieds
Ad Index
Management - Bakemag.com
bake - August 2015 - bake - August 2015
bake - August 2015 - 2
bake - August 2015 - Editor's Note - The Consumer Issue: Six Key Trends to Watch
bake - August 2015 - 4
bake - August 2015 - 5
bake - August 2015 - Table of Contents
bake - August 2015 - 7
bake - August 2015 - Call for action on food donation incentives
bake - August 2015 - 9
bake - August 2015 - My Favorite Things
bake - August 2015 - 11
bake - August 2015 - Management - Responsible Packaging
bake - August 2015 - 13
bake - August 2015 - Legislation - GMOs Back in the Spotlight
bake - August 2015 - 15
bake - August 2015 - Ingredients - Beyond Sweet
bake - August 2015 - 17
bake - August 2015 - Equipment - Energy Saving Ovens
bake - August 2015 - 19
bake - August 2015 - Shifting Gears
bake - August 2015 - 21
bake - August 2015 - 22
bake - August 2015 - 23
bake - August 2015 - 24
bake - August 2015 - 25
bake - August 2015 - 26
bake - August 2015 - 27
bake - August 2015 - 28
bake - August 2015 - 29
bake - August 2015 - Paying Attention to Trends
bake - August 2015 - 31
bake - August 2015 - 32
bake - August 2015 - 33
bake - August 2015 - Local Hero
bake - August 2015 - 35
bake - August 2015 - 36
bake - August 2015 - 37
bake - August 2015 - Predict the Future
bake - August 2015 - 39
bake - August 2015 - 40
bake - August 2015 - 41
bake - August 2015 - Sandwich Still King
bake - August 2015 - 43
bake - August 2015 - Clean Label Becomes the Standard
bake - August 2015 - 45
bake - August 2015 - Dispelling the Myths
bake - August 2015 - 47
bake - August 2015 - Ready for Fall Weddings
bake - August 2015 - 49
bake - August 2015 - 50
bake - August 2015 - 51
bake - August 2015 - Decorated Shortbread
bake - August 2015 - 53
bake - August 2015 - 54
bake - August 2015 - 55
bake - August 2015 - Cafe - Veggie Powered Wraps
bake - August 2015 - 57
bake - August 2015 - Get ‘em Going
bake - August 2015 - Products
bake - August 2015 - Product Showcase
bake - August 2015 - 61
bake - August 2015 - Classifieds
bake - August 2015 - 63
bake - August 2015 - 64
bake - August 2015 - 65
bake - August 2015 - Ad Index
bake - August 2015 - Management - Bakemag.com
bake - August 2015 - 68
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