Energy Shot Market Packs a Punch

A largely untapped energy shots market offers huge premiums due to the functional benefit and convenience of these products, according to a new report from New Nutrition Business.

In the U.S., the category has reached $350 million in retail sales in less than two years despite the recession and despite selling at a massive 400% price premium over “mainstream” energy drinks such as Red Bull, the report states.

With consumers motivated by energy and “no added sugar,” there is a wealth of untapped opportunities in other markets around the world for energy shots, which are typically 60-120 ml bottles (2-4 oz.).

The report details lessons for success, including the importance of value, not volume and targeting consumers struggling with a demanding day, such as mothers and office workers.

The report includes detailed brand sales data, comparisons of product pricing and advertising messages and claims, as well as seven detailed case studies: 5-Hour Energy, Red Bull Energy Shots, Zen, Powershot, Quick Energy, Coca-Cola NOS and Opportunities for dairy.