Energy drinks are gaining popularity amongst the individual and athletes who are involved in physical fitness activity. Millineal population drives the market as they are showing a keen interest in sports, inclination towards fitness, more buying capacity and willing to purchase healthy products. The growing inclination of people towards physical fitness, the number of health clubs and fitness centers have come up in the recent past. The growing number of fitness centers is one of the propelling drivers for the energy drink market during the forecast period.  

Energy drinks came to prominence in the United States in 1997 with Red Bull. The US energy drink market is primarily dominated by key players, such as Red Bull, Monster Beverage, and Rockstar, based on 2018 value-based sales. Millennials who covers the major share for the energy drink market is looking for diversity in products which they drink. So companies are coming up with consumer-oriented advertisement, coupled with the availability of increased varieties of energy drinks. For instance, Red Bull, has continued to develop its Editions range, with sugar-free Purple (açai berry) and Lime (limeade) flavors added to the range in early 2017. They join the existing Red (cranberry), Blue (blueberry), Yellow (“tropical”), Orange (tangerine), and Green (kiwi) flavors.