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Energy shot drinks double to US$423 million

The rapidly emerging market for energy shot drinks in North America and Europe achieved a turbo charged 130% boost to 188 million units and a sales value of US$423 million in 2008, according to a new report from leading drinks consultancy Zenith International.

Energy shots are an extension of the regular energy drinks market, typically packed in 2oz (60ml) shrink-wrapped plastic bottles. Manufacturers have sought extra points of difference in an ever more crowded and challenging sector. Consumers have refined their needs and energy requirements. This has resulted in increasing pressure for innovation amongst the many functional drinks now on offer.

"Standard 250ml and supersized 500ml energy drinks may contain too much volume and too many calories for certain consumption occasions such as driving. Energy shot drinks are a major new opportunity for the energy drinks category,†commented Zenith Market Intelligence Consultant and functionaldrinks Editor Jenny Foulds. “They can be carbonated or non-carbonated; berry, juice or even dairy based; with very wide ranging potential positioning and target markets.â€Â

Further key findings from the 2009 Zenith Energy Shot Drinks report include:

  • Energy shots have so far been predominantly a US phenomenon, but are poised to break into other markets.
  • Living Essentials, which produces 5-Hour Energy, leads the US market.
  • Top energy drink brands such as Monster, Rockstar, Full Throttle, NOS and Red Bull have now entered the segment.
  • Production is often outsourced to co-packers.
  • Energy shot drinks present traditional energy drinks with new distribution channel opportunities such as the health and nutrition sector.

Zenith anticipates that the combined markets of North America and Europe will reach over 500 million units and a retail value approaching US$1.2 billion by 2010, with the concept also spreading to other regions by then.

The 2009 Zenith Report on Energy Shot Drinks contains 85 pages including volume, value and growth tables and charts, brand profiles and a full market commentary. Contact Zenith International on tel +44 (0)1225 327900 or e-mail info@zenithinternational.com.


For further information, please contact:

Gary Roethenbaugh or Jenny Foulds, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901
zenithinternational.com