• Scope
• Methodology
• Market Size and Growth
  • Total Market for Energy Drinks Reaches $5.4 Billion
  • Figure 1-1 Total U.S. Retail Market Value for Energy Drinks, 2002-2006 (in billion $)
  • IRI-tracked Sales Grow 45% in 2006
  • Figure 1-2 IRI-tracked Sales for Energy Drinks, 2002-2006 (in million $)
  • Energy Drinks and the Non-Alcoholic Beverage Market
  • Figure 1-3 Market Share of Energy Drinks vs. All Other Non-Alcoholic Beverages by IRI-tracked Sales, 2006 (%)
  • Red Bull Remains #1 Energy Drink Marketer
  • Table 1-1 Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2002-2006 (in million $)
  • New Brands Nip at Red Bull’s Lead
  • Table 1-2 Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006 (in million $)
  
  
• Energy Drinks Market Forecast
  • Factors to Growth
  • Total Retail Value to Reach $9.3 Billion by 2011
  • Figure 1-4 Projected Total U.S. Retail Market Value for Energy Drinks, 2006-2011 (in billion $)
  
  
• Market Trends
  • Energy Not Necessarily Tied to Heavy Activity
  • Rising Competition Pushes Differentiation
  • Old-School Energy Boosters: Caffeine and Alcohol
  • Natural and Organic
  • Private Label May Energize
  • Nanotechnology and Microencapsulation
  • Core Company Values and Commitment Important
  • Energy Drink Introductions Hit Adrenaline Surge
  • Cost of Entry: Single Serve and Vitamins
  • Health Innovation: Antioxidants & Omega-3 Fatty Acids
  • Category Crossing Creates New Opportunities
  • Kaleidoscopic Flavors Spurred by Superfruits
  
  
• Advertising and Retail
  • Consumer Advertising Expenditures
  • Red Bull Dominates in Advertising Spend
  • Evolving Media Consumption and Opportunities
  • Sport and Celebrity Branding
  • Lasting Ties to Music Industry
  • Bloom Reaches Out to Women
  • Diet Pepsi Shows Marketing Strength with MAX Launch
  • Grabbing Consumer Attention at Bottle
  • Retail Distribution Varied
  • Convenience Stores Growing in Importance
  • Specialty Outlets and Non-traditional
  • Start Small to Go Big
  • Nimble Enough for Special Relationships
  
  
• The Consumer
  • Energy Drink Usage Penetration
  • Energy Drink User Demographic Characteristics
  • Energy Drink Consumption Lower for Women
  • Brand Usage Rates Suffer From Fragmentation

Chapter 2 The Market

• Scope
• Methodology
• Market Size and Growth
  • Total Market for Energy Drinks Reaches $5.4 Billion
  • Figure 2-1 Total U.S. Retail Market Value for Energy Drinks, 2002-2006 (in billion $)
  • Table 2-1 U.S. Retail Sales and Year-over-Year Percentage Change for Energy Drinks, 2002-2006 (in million $)
  • Global Context
  • IRI-tracked Sales Grow 45% in 2006
  • Figure 2-2 IRI-tracked Sales for Energy Drinks, 2002-2006 (in million $)
  • Energy Drinks and the Non-Alcoholic Beverage Market
  • Figure 2-3 Market Share of Energy Drinks vs. All Other Non-Alcoholic Beverages by IRI-tracked Sales, 2006 (%)
  • Table 2-3 IRI-tracked Sales Comparison of Energy Drinks vs. Sports Drinks
  • and Carbonated Beverages, 2002-2006 (in million $)
  • Growth Driven by Unit Volume, Higher Prices
  • Figure 2-4 IRI-tracked Energy Drink Volume and Unit Sales Trends, 2005-2006
  • Top Energy Drink Marketers
  • Red Bull Remains #1
  • Hansen Natural Sees Growth Spurt
  • Sobe and PepsiCo Together Rank Third
  • Table 2-4 Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2002-2006 (in million $)
  • Figure 2-5 Market Share of Top U.S. Energy Drink Marketers by IRI-tracked Sales, 2006 (%)
  • Top Energy Drink Brands
  • Red Bull, Monster Top the List
  • Table 2-5 Top U.S. Energy Drink Brands by IRI-tracked Sales, 2002-2006 (in million $)
  • Figure 2-6 Market Share of Top U.S. Energy Drink Brands by IRI-tracked Sales, 2006 (%)
  
  
• Factors Affecting the Market
  • Target Marketing: Women and Health/Wellness
  • Niche Marketing
  • The Role of Convenience
  • Bigger Is Better
  • Increased Competition, Innovation
  • Consolidation
  
  
• Energy Drinks Market Forecast
  • Total Retail Value to Reach $9.3 Billion by 2011
  • Figure 2-7 Projected Total U.S. Retail Market Value for Energy Drinks,
  • 2006-2011 (in billion $)
  • Table 2-6 Projected Retail Sales and Year-over-Year Percentage Change for Energy Drinks, 2002-2006 (in million $)

Chapter 3 Corporate Profiles

• Overview
  • A Shifting Landscape
  • Number of Marketers Growing
  • Table 3-1 Top 25 Corporations Introducing Energy Drink Products, by Number of Reports, 2006
  
  
• PepsiCo, Inc.
  • Company Overview
  • Performance
  • Figure 3-1 PepsiCo’s IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
  • Figure 3-2 PepsiCo’s IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
  • Volume and Unit Analysis
  • Table 3-2 SoBe Energy Drink Volume and Unit Trends by IRI-Tracked Sales, 2005 vs. 2006
  • Table 3-3 PepsiCo Energy Drink Volume and Unit Trends by IRI-Tracked Sales, 2005 vs. 2006
  • Product Portfolio
  • Table 3-4 Selected Brand Portfolio of PepsiCo’s Energy Drink Products
  • Recent Activity
  • Crossing Over with Diet Pepsi Max
  • Dale Earnhardt Jr. & Mountain Dew’s AMP
  
  
• Red Bull GmbH
  • Company Overview
  • Performance
  • Figure 3-3 Red Bull North America’s IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
  • Table 3-5 Red Bull North America’s IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
  • Volume and Unit Analysis
  • Table 3-6 Red Bull Energy Drink Volume and Unit Trends by IRI-Tracked Sales, 2005 vs. 2006
  • Selected Activity
  • Red Bull Arena
  • Mobile Energy Team Program
  • The Athletic Banned Substances Certification Program
  
  
• Coca-Cola Co.
  • Company Overview
  • Performance
  • Figure 3-4 Coca-Cola’s IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
  • Table 3-7 Coca-Cola’s IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
  • Volume and Unit Analysis
  • Table 3-8 Coca-Cola Energy Drink Volume and Unit Trends by IRI-Tracked Sales, 2005 vs. 2006
  • Product Portfolio
  • Table 3-9 Selected Brand Portfolio of Coca-Cola’s Energy Drink Products
  • Selected Activity
  • Busy with Innovation
  • Vault Sampling Effort
  • Fuze Purchase
  
  
• Hansen Natural Corp.
  • Company Overview
  • Performance
  • Figure 3-5 Net Sales of Hansen Natural’s Energy Drinks, 2002-2006 (in million $)
  • Figure 3-6 Hansen Natural’s IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
  • Table 3-10 Hansen Natural’s IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
  • Volume and Unit Analysis
  • Table 3-11 Hansen Natural Energy Drink Volume and Unit Trends by IRI- tracked Sales, 2005 vs. 2006
  • Product Portfolio
  • Table 3-12 Brand Portfolio of Hansen Natural’s Energy Drink Products
  • Selected Activity
  • Distribution Deal with Anheuser-Busch
  • Hansen Ranked 2nd in Forbes’ 200 Best Small Companies
  • Marketing Initiatives
  
  
• Rockstar, Inc.
  • Company Overview
  • Performance
  • Figure 3-7 Rockstar’s IRI-Tracked Energy Drink Sales, 2002-2006 (in million $)
  • Table 3-13 Rockstar’s IRI-Tracked Energy Drink Sales by Brand, 2002-2006 (in million $)
  • Volume and Unit Analysis
  • Table 3-14 Rockstar Energy Drink Volume and Unit Trends by IRI-tracked Sales, 2005 vs. 2006
  • Product Portfolio
  • Table 3-15 Brand Portfolio of Rockstar Energy Drink Products
  • Recent Activity
  • Launching in UK
  • Corporations Introducing Energy Drinks in 2006
  • Table 3-16 Complete List of Corporations Introducing Energy Drink Products, by Number of Reports, 2006

Chapter 4 Market Trends

• Energy Not Necessarily Tied to Heavy Activity
• But Active Consumers Still Show Above Average Energy Drink Usage
• Table 4-1 Energy Drink Usage vs. Sports and Non-Diet Cola Drinks by Top 10 Activities, 2006 (index)
• Rising Competition Pushes Differentiation
• The Flavor Factor
• Table 4-2 Attributes That Impact Consumer Decisions to Buy Foods and Beverages, 2006 vs. 2007
• Finding the Winning Formula
• Table 4-3 Top Ingredient Purchases for R&D, 2005-2006
• Positioning on Therapeutic Benefits
• Table 4-4 Standard Energy Drink Ingredients and Benefits
• Table 4-4[cont.] Standard Energy Drink Ingredients and Benefits
• The “New Age” of Influence
• Sensory Attributes Get Intense
• Old-School Energy Boosters: Caffeine and Alcohol
• Caffeine, America’s Drug of Choice
• Table 4-5 Caffeine Content of Selected Energy Drinks
• Alcoholic Energy Drinks Buzz
• Table 4-6 Alcohol Content of Selected Energy Drinks
• Table 4-7 Energy Drink Consumers’ Response to the Statement, “The Point of Drinking is to Get Drunk,” 2006 (index)
• Table 4-8 Selected Mixed Drink Recipes Featuring Energy Drinks
• Appealing to Demographic Groups
• Energy Drinks for Every Man … and Woman
• A Liquid Experience for Boomers
• Energy Drinks for the Hispanic Market
• Natural and Organic
• Private Label May Energize
• Re-Enter the Genki Dragon
• Nanotechnology and Microencapsulation
• Core Company Values and Commitment Important

Chapter 5 Product and Ingredient Trends

• Energy Drink Introductions Hit Adrenaline Surge
• Some Product Claims Stay Hot
• Cost of Entry: Single Serve and Vitamins
• Who Needs Sugar?
• Other Product Claims Emerge
• Antioxidants Spur Category Crossover
• Functionality Hot Button: Omega-3 Fatty Acids
• Selected Trends by Number of New Product Claims
• Table 5-1 Selected Energy Drink Trends, by Number of New Product Introduction Package Claims, 2003-2007
• Category Crossing Creates New Opportunities
• Dairy is Whey Cool
• Flavor Trends
• Kaleidoscopic Flavors Spurred by Superfruits
• Top Flavor Introductions Still Tame, Though
• Table 5-3 Selected Energy Drink Flavor Trends, by Number of New Product Introductions, 2003-2007
• Selected New Product Introductions
• Table 5-4 Selected List of New Energy Drink Product Introductions, June 2006-July 2007

Chapter 6 Advertising and Retail

• Consumer Advertising Expenditures
• Red Bull Dominates in Advertising Spend
• Table 6-1 Selected Energy Drink Advertising Spends, 2006 (in thousand $)
• Evolving Media Consumption and Opportunities
• Sport and Celebrity Branding
• Lasting Ties to Music Industry
• Bloom Reaches Out to Women
• Much Activity Around Diet Pepsi MAX Launch
• Grabbing Consumer Attention at Bottle
• Retail Distribution Varied
• Figure 6-1 Hansen Natural’s Retail Distribution by Type of Outlet, 2006 (%)
• Convenience Stores Growing in Importance
• Specialty Outlets, General Market
• Think Non-Traditional
• Start Small to Go Big
• Nimble Enough for Special Relationships

Chapter 7 The Consumer

• The Simmons Survey System
• Energy Drink Usage Penetration
• Table 7-1 Consumer Penetration Rates for Energy Drinks vs. Sports and Non-Diet Cola Drinks, 2004-2006 (%)
• Figure 7-1 Consumer Penetration Rates for Energy Drinks vs. Sports and Energy Drinks, 2004-2006 (%)
• Energy Drink User Demographic Characteristics
• Table 7-2 Top Demographics Favoring Energy Drinks vs. Sports and Non-Diet Cola Drinks, 2006 (index)
• Energy Drink Consumption Lower for Women
• Table 7-3 Number of Energy Drinks Consumed by Energy Drink Users in the Last 30 Days
• Brand Usage Rates Suffer From Fragmentation
• Table 7-4 Consumer Penetration Rates by Selected Energy Drink Brands, 2004-2006
• Figure 7-2 Consumer Penetration Rates by Selected Energy Drink Brands, 2004-2006
• Energy Drink Consumer Responses to Psychographic Statements
  • Into Health Products, But May Be Fickle
  • Table 7-5 Energy Drink Consumer Responses to Selected Health and Nutrition Statements, 2006 (index)
  • Too Time-Pressed to Care for Self
  • Table 7-6 Energy Drink Consumer Responses to Selected Time Crunch Statements, 2006 (index)
  • Not Afraid to Experiment
  • Table 7-7 Energy Drink Consumer Responses to Selected Experimentation Statements, 2006 (index)
  • Specialty May Be a Motivator
  • Table 7-8 Energy Drink Consumer Responses to Selected Food & Beverage Statements, 2006 (index)
  
  
• A Look at Teen Energy Drink Usage
  • Energy Drink Penetration Among Teens
  • Table 7-9 Teen and Adult Consumer Penetration Rates for Energy Drinks vs. Sports and Non-Diet Cola Drinks, 2006 (%)
  • Figure 7-3 Teen Consumer Penetration Rates for Energy Drinks vs. Sports and Non-Diet Cola Drinks, 2004-2006 (%)
  • Energy Drink Consumption Greater Among Teens
  • Table 7-10 Number of Energy Drinks Consumed in Last 30 Days: Teens vs. Adults, 2006 (%)
  • Teen Energy Drink User Demographics
  • Table 7-11 Teen Energy Drink Usage by Demographic Characteristic, 2006 (index)
  • Brand Usage Rates Allude to Fragmentation
  • Table 7-12 Teen Consumer Penetration Rates by Selected Energy Drink Brands, 2004-2006
  • Figure 7-4 Teen Consumer Penetration Rates by Selected Energy Drink Brands, 2004-2006