Energy Drinks And The Energy Drink Industry

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

Most college students participate in the drinking of energy drinks. They use these “pick me up” drinks to wake them up in the mornings after a long night, or to stay up late to studying for tomorrow's test. These neon-shaded beverages can appear to be showcased toward active people and teenagers. As per a few reports, up to half of kids and teenagers in the United States devour the refreshments known as "energy drinks" or "energy shots". What these young adults don’t know is that those popular energy drinks are dangerous, they can cause heart palpitations, high blood pressure and cardiac arrest.

The market for energy drink has continually been questioned about it health concern. A company can benefit by introducing a healthier option to get energy and have a more active day. When energy drinks first came on the scene they exploded like a new phenomenon, which made consumer feel like new-elevated being. Companies like red bull and rock star brought slogan that increased the energy drinks popularity and made it into a billion dollar industry. With all the scrutiny that has been attacking energy drinks this still has not affected sales according to (Bloomingdale) institute the industry has increase sales 6.7 percent since last year.

The market for energy drinks, sports drinks and vitamin-enhanced beverages has changed a lot over the years and will continue to see changes well into the future. The underlying drivers of change include changes in growth rate (decrease) and innovation. Worldwide dollar sales of alternative beverages grew by more that 13% annually between the year 2005 and 2007, however, it slowed down to about 6% between 2007 and 2009. One might argue that the reason for this decline is the impact the ongoing recession has on the beverage industry. Beverage producers continue to maintain their optimism for the industry regarding future prospects that will be brought to fruition by innovation in brands, flavors, and formulations. These are the facets that they believe will support their premium pricing and volume increases.

While it may not cause pandemics or epidemics, major medias are not typically talking about this issue much. However, it caught my attention several times, and the story I’m about to introduce seems pretty serious in terms of its negative effects to human, and stealthiness of the effects. Since big part of our life style changes due to increasing completeness and higher goal for success, many people looking hard for quick and easy ways to recover their energy level these days. It would be important to know if energy drinks have any benefits to human. On the other hand, what degree in consumption of energy drinks should need extra health warning and a ban on children, adolescents or young adults to drink them? At the end of day, everyone has to take responsibility for their own actions, but how much do we know about energy drinks?

The Coca-Cola Company (Coca-Cola), the world 's driving soda pop producer, works in more than 200 nations and offers 400 brands of nonalcoholic refreshments. Coca-Cola is likewise the most profitable brand on the planet. Coca-Cola is an all-inclusive perceived effective organization. The Coca-Cola was founded in May of 1886 and proceeds for over a century through the seasons of war and peace, success and misery and monetary blast and bust. As late as the 1990s, Coca-Cola was one of the most regarded organizations on the planet, assembling and known as an exceptionally effective management group. Since 1998, the organization has been battling with inner shortcomings and outside dangers.

Energy drinks were very popular in Asia long before they overtook the American and European market. In 1982, Dietrich Mateschitz tried his first tonic drink in Hong Kong and came up with the idea to introduce these drinks to Europe. In 1984, he established the Red Bull company and started selling Red Bull Energy Drink on the Austrian market in 1987. These days, Red Bull is sold in 164 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011 (RedBull). After Red Bull became very popular, other brands of energy drinks filled up the shelves of stores. These include Monster, Rockstar, Full Throttle, Amp, Sobe Adrenaline Rush, Rip it, BooKoo, Von Dutch, and No fear. Energy drink companies target mostly young consumers, and in order to gain a success, they make attractive packaging and slogans. For example, “Red Bull gives you Wings,” (Red Bull), “Unleash the Beast” (Monster,) “Go Full Throttle or Go Home” (Full Throttle,) “Party Like a Rockstar” (Rockstar,) and “More Power to You” (Amp.)

Pepsi and Coca-Cola have stood the test of time through one of the strongest competition rivalries ever seen in the business world. Each time that one of these beverage giants makes an innovative move to conquer a new or existing beverage market, the other is quick to respond with even better innovations or products. Through the years, each of these companies have heralded fabulous discoveries and absolute flops as they continued their endless search for the right mix of products that might someday give them the largest market share in an ever-growing and ever-needed market. The results so far have been increased competitiveness and long product lines for both companies. In this essay, I

As the titans of the soft drink industry, Coca-Cola Enterprises Inc. (Coca-Cola) and PepsiCo, Inc. (PepsiCo) battle daily for consumers’ tastes buds. Each day, consumers choose to enjoy brands from one of these two companies. So much so, that Coca-Cola states, “There are nearly 10,450 soft drinks from Coca-Cola consumed every second of every day including Diet Coke, Fanta and Sprite” (Coca-Cola). This ability to capture the market has also fueled Coca-Cola and PepsiCo’s longevity for over 100 years. To put this in perspective, Fox News illuminates that PepsiCo was, “One of the first companies in the U.S. to do away with the horse-drawn carriage method of transporting product…” (Tierney).

In the 1980s, under CEO Roberto Goizueta, Coca-Cola was a global brand with a growing presence in global-emerging markets like Europe, Russia, and South East Asia. It beat back its main rival Pepsi to be a leader in the carbonated beverage market with a 70% market share. During the 1990s however, under new CEO M. Douglas Ivester, the company’s market share started declining due to political (regulatory), economic, social (consumer), and technological (operations) challenges in the marketplace.

Product innovation is one of the market’s drivers of change in this industry. It is said to be one of the most important features. Innovation is important when creating a competitive global market. Alternative beverages compete to change from the tradition carbonated drinks because people are becoming more health conscience. Most alternate beverages have a differentiation in taste and this is how the companies attempt to gain loyal customers. All the beverages are unique in their own way. As a result of marketing, packaging, celebrities and endorsements this helps to create an image. Depending on the ads, this can be very beneficial for the company. The consumers of energy drink are getting younger and younger. This has a lot to do with the innovation of the brand. The marketing ads show young people enjoying these beverages after and during sporting events, fitness, or other strenuous activities. These

Coca cola is the Market leader in soft drinks; the company has massive global appeal with products loaded with exclusively over-romanticizing image, an image many people from all walks of live have taken deeply

A market analysis shows that the increase in the growth of energy drinks is mainly due to the multi-pack sales across all the brands. This strategy makes people buy more of the products. The target market for major brands are the youngsters who lead fast paced lives and need that instant boost of energy to stay on top the game.

As far as the market place is concerned, this report is limited to the Danish market. Most of the consumers of energy drinks in Danish market are mainly the younger people aged 18-25. Considering this fact we have selected this age group as our target group.