Energy Drinks Market

Based on data obtained from limited English sources dated 2005 to 2010, energy drinks have become more popular among teenagers and young adults (Rath, 2012). SixWise.com’s (2008) article “What is really in a hot dog?” provided evidence that just because the product is purchased by the public does not automatically mean it is beneficial long term (Wyrick). This new craze of energy drinks has the world consuming them at a staggering rate. The debates concerning the effects among energy drink consumption in all age groups are real and impacts most of us in some shape or form. Some people will argue there are benefits found in some of the ingredients that enhance the psychological and physiological mental and cognitive performances such as

Red Bull targets only a particular segment of market and therefore makes its product only available at those places where the target can be reached. The energy drink can be bought at colleges, supermarkets and is mainly associated to extreme sports. In particular, the energy drink has also known a tremendous success in India, where the segment is the fastest growing in the category, due to India’s youth centric population and fast urbanization. Red Bull was actually the brand that created energy drink category in India (Docstoc, April 2012).

This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.

Energy drinks consumers are generally bellow 35 years of age. The industry targets teenagers, young adults and athletes. Workers are also included in the market segment for this product. As regards to customers description, recent studies has pointed out that 65% of energy markets are male (Energy Drinks Market, n.d).Consumers are usually single with an average income (Central Information Organization, 2009, p.8). Nowadays, energy drinks are very popular among teenager students. As confirmed by Bahrain Central Information Organization webpage (CIO), students’ rate is 174.98 per 1000 population. This is a large percent taking into account the very small population of Bahrain. Furthermore, people

This report was written to assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although Red Bull has massive internal strengths in being leader in the market share and sponsorship of events, it also has weaknesses in lack of innovation and diversity. Their

Consumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is

There are (3) reasons why I have chosen energy drinks as my NAB. First off, there is a growing market for energy drinks. Red Bull and Monster Beverage Corporation, together, form over 80% of domestic energy drinks volumes by estimates. Dollar sales for energy drinks grew almost 6% to $6.67 Billion in measured channels in 2013, which propelled sales growth for convenience stores (Team, 2014). A growing thirst for caffeinated “energy” drinks, which include the likes of Red Bull, Monster, and Rock star, has spurred a heart-thumping surge in sales. Globally, the energy drink industry has gone from a $3.8-billion business in 1999, to a $27.5-billion

Energy drink companies claim that their drinks are a special blend of ingredients that has been engineered to give you that extra kick in your step instead of drinks that are just caffeine. However, research shows that most of the ingredients in the drink are actually ineffective towards giving you the energy that it promises. The drinks are said to be made out of ingredients such as caffeine, glucuronolactone, taurine, and vitamin B. Researchers say that ¨the beverages are mainly caffeine¨ and that the other ingredients such as the glucuronolactone and vitamin B, ¨are not going to increase energy levels¨ and ¨they have no idea what it does in energy drinks¨. Meaning that the drinks are not a special blend but instead just caffeine with a few other ingredients that are essentially useless and this just

In Brazil, there is not as much of a market for energy drinks as there is in places like the United States. Still, introducing 5-hour energy shots to Brazil could cause the desire for energy drinks to grow in that country. That would open up an entirely new market for energy drinks that could make millions or even billions of dollars for companies that manufacture energy drinks throughout the world. In order to clearly understand how marketing will take place in Brazil and the issues that must be addressed, there are four specific areas that will be considered here. These will be the social-cultural environment of Brazil, the economic environment, the political environment, and the technological environment. Since all of those areas play a role in how an energy drink could be marketed and how much success it might have, they all must be discussed before any decisions are made.

Energy drinks have outperformed the growth in carbonates in the last few years, and present a substantial opportunity for beverage manufacturers to extract further growth from their sales. There are many driving forces of change and critical success factors in the energy drink industry. Companies such as Coke Cola and Pepsi contend with criticism from health officials due to the excessive caffeine in most high-energy drinks. However, before the 2000’s consumers were accustomed to carbonated soft drinks as the traditional beverage. The shift to an energy drink, sports drink, and vitamin enhanced waters increased sales while becoming an alternative beverage choice for a fast-paced mobile society. Therefore, this industry endures many

In Energy was originally introduced in 1929 as a hospital drink for aiding the recovery in the early 1980s, it was promoted as an energy drink for replenishing lost energy. One of the first post-Forty Barrels energy drinks introduced by Dr. Enuf in America as aiding recovery medication. In recent years’ younger people have increased their beginning of energy drinks containing caffeine and other stimulant ingredients, as many teenagers doesn’t believe that drinking energy drinks do not harm whether energy drink could be harmful for teenagers or not, as the ones who drinks them most and that the concerns of parents and teachers are unnecessary.

First let’s understand that an energy drink simply does as its title suggest, gives the consumer energy. This is accomplished most of the time with caffeine from a guarana bean. Some of the other players in this market

After seeing the success that Red Bull has got in the energy drinks market, new brands are entering this market. Hence, it is essential for Red Bull to make certain changes in its marketing, production and

Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created the energy drink category.

In today’s world there are various products, which serve any particular purpose, that are ultimately meant to make life easier for the consumer. The products can range from something like a phone case that can also hold your credit cards, to a solar-powered window phone charger. However the previously stated products only alter the way of which we use material objects. What about the alteration of one’s own body so that it can compete with the standards or expectations so often set by today’s work ethic? At some point during our lives we come to the conclusion that are bodies can only go so far, before it needs to rest. Unfortunately, there just isn’t enough energy in one’s body to do multiple tasks in a single instance of time in a day. There are, however, a multitude of energy drinks used to help people stave off exhaustion, but the benefit of their use does not often supersede the consequences; thus making them either advantageous or detrimental to health. There should be a collected effort from the FDA, manufacturers, and nutritional experts to design an energy drink product that holds more positives during and after the initial effects expire. The following will address multiple facets of the energy drink trend: where it began, FDA and marketing tactics, dangers of the trend, and what should be done about it.