|Study Period:||2016 - 2026|
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The North American energy drinks market was valued at USD 18,778.79 million in 2020, and it is projected to grow at a CAGR of 3.80% during the forecast period, 2021-2026.
The COVID-19 pandemic has had unexpected effects on every industry. However, the energy drinks market in North America remains resistant to the impact of COVID-19. For instance, In 2020, Monster Beverage’s unit sales volume in the United States registered a slight increase of about 5%-7%, as compared to that of the fiscal year of 2019.
Furthermore, the increasing consumer participation in-home workout sessions due to the closure of gyms and fitness clubs, followed by the work from home scenario, also supported the off-trade sales of energy drinks in the North American region.
Energy drinks were initially launched as dietary supplements in North America. With time, the category re-positioned itself with enhanced features, providing consumers with sustained energy by reducing physical and mental fatigue. The sector looks promising despite regulatory and health challenges.
The energy drink market of North America is quite mature in terms of absolute sales growth. In fact, North America is leading the energy drinks market scenario primarily lead by the United States.
The energy drinks in cans are perceived to be more portable for their on-the-go consumption, and their availability in various distribution outlets, such as kiosks, convenience stores, and supermarkets/hypermarkets has strongly fueled the purchase of canned energy drinks in the region.
Scope of the Report
An energy drink is a type of drink containing stimulant compounds, usually caffeine, which is marketed as providing mental and physical stimulation. The market has been segmented by product type, packaging type, distribution channel, and country. By product type, the market can be segmented into drinks, shots, and mixers. By packaging type, the market can be segmented into bottle (PET/glass), cans, and other packaging types. By distribution channel, the market covers major distribution channels such as on-trade and off-trade. Off-trade channels are further sub-segmented as supermarkets/hypermarkets, online retail stores, convenience stores, and other distribution channels. By geography, the market can be segmented into the United States, Canada, Mexico, and the rest of North America. For each segment, the market sizing and forecasting have been done in value terms (USD million).
|By Product Type|
|By Packaging Type|
|Other Packaging Types|
|By Distribution Channel|
|Rest of North America|
Key Market Trends
Increasing Expenditure on Advertisement and Promotional Activities
Energy drinks are gaining immense popularity among millennials. The primary reason for this popularity is directly related to the aggressive marketing campaigns, which are mainly directed toward young consumers. Furthermore, advertisements are promoting that energy drinks ignite the mind, refresh the body, and enhance performance and stamina, which is further capturing consumer attention. For instance, during 2016-2018, Monster’s expenditure on advertisement and promotion increased with a 14% growth rate.
Apart from promotional expenditure, endorsements and sponsorships are a few of the key factors influencing the market growth. A significant number of key players’ promotional expenses result from payments under endorsement and sponsorship contracts.
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United States Dominating the Energy Drinks Market
The consumption of energy drinks has turned into a status symbol, especially for the youth residing in urban areas. This has resulted in an increased dependence on energy drinks.
The energy drinks market is majorly driven by consumers seeking healthy hydration options by adding liquid enhancers to water. Additionally, certain clean-label claims, like gluten-free, sugar-free, and organic, among others, are influencing consumers, primarily teenagers and young adults (major target consumers), who indulge in sports activities.
Companies in the US energy drinks market are coming up withconsumer-oriented advertisements, coupled with wide varieties of energy drinks. They are also engaged in cross-promotional tactics, such as promoting their products through sports-related events or hiring popular sports icons to advertise their products.
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The North American energy drink market is dominated by global players and holds more than half of the global market share. Red Bull GmbH, Monster Beverage Corporation, PepsiCo Inc, and Vital Pharmaceuticals Inc. (VPX) have the highest market share. In order to increase their market share, companies are increasingly innovating in the category, especially in terms of flavors, as energy drinks are majorly preferred among the youth population of the region. Therefore, exploring new flavors would be the major factor in attracting new customers.
In January 2021, Monster Beverage Corp., the maker of Monster Energy, launched several new drinks and 12-ounce cans in convenience stores. The company launched Monster Ultra Gold, and three new flavors in the Reign brand: Cherry Limeade, White Gummy Bear, and Inferno Watermelon Warlord. It is also expected to launch packaging redesigns on the Hydro and Rehab product lines.
In March 2021, PepsiCo unveiled a new line of Mountain Dew energy drinks with Lebron James’ endorsement. The new line is available in six flavors: Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz, and Peach Mango Dawn.
In April 2021, Red Bull launched its limited-edition low-calorie drink, Coconut Edition Sugarfree, across the United States at Target and Circle K. The drink has the taste of exotic coconut and berries, providing variety and sugar-free offering.
Table of Contents
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
5.1 By Product Type
5.2 By Packaging Type
5.2.1 Bottle (PET/Glass)
5.2.3 Other Packaging Types
5.3 By Distribution Channel
22.214.171.124 Supermarkets/ Hypermarkets
126.96.36.199 Online Retail Stores
188.8.131.52 Convenience Stores
184.108.40.206 Other Distribution Channels
5.4.1 United States
5.4.4 Rest of North America
6. COMPETITIVE LANDSCAPE
*List Not Exhaustive
6.1 Most Active Companies
6.2 Most Adopted Strategies
6.3 Market Share Analysis
6.4 Company Profiles
6.4.1 Monster Beverage Corp.
6.4.2 Red Bull GmbH
6.4.3 PepsiCo Inc.
6.4.4 Vital Pharmaceuticals Inc. (VPX)
6.4.5 Aspire Brands Inc.
6.4.6 Living Essentials Marketing LLC (5-Hour Energy)
6.4.7 The Coca-Cola Company
6.4.8 Vuka Brands
6.4.9 Arizona Beverages
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
8. IMPACT OF COVID-19 ON THE MARKET
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Frequently Asked Questions
What is the study period of this market?
The North America Energy Drink Market market is studied from 2016 - 2026.
What is the growth rate of North America Energy Drink Market?
The North America Energy Drink Market is growing at a CAGR of 3.8% over the next 5 years.
Who are the key players in North America Energy Drink Market?
Red Bull GmbH, Monster Beverage Corporation , Pepsico Inc, The Coca-Cola Company , Vital Pharmaceuticals Inc. are the major companies operating in North America Energy Drink Market.