ACTION, PACKED. Get the facts and find out what's next for this dynamic marketplace where a plethora of new players strive to grow and hope to make inroads against the industry leaders. This report profiles the top companies and brands and examines trends and issues impacting the market. It covers regional markets, packaging, distribution, advertising and demographics. NEW IN 2010: Now breaks out low-calorie vs. regular; also features expanded coverage of packaging and energy shots.

More than 150 pages, with extensive text, graphs, charts and tables.  Printed volume $5,795; single-user CD $5,795; $6,195 for both.  BMCDataDirect Internet delivery: 3-user license $6,395; $400 per additional user; BMCDataDirect Internet delivery: 3-user license plus one printed volume $6,795. Call for multi-user discount prices.

See Also: Focus Reports: Sports Marketing and the Beverage Industry

The 2010 edition of this report has not yet been published. The samples below are from the prior year's report.

TABLE OF CONTENTS i

TABLE OF EXHIBITS iii

DEFINITIONS USED IN THIS REPORT v

INTRODUCTION vii

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CHAPTER

1. THE U.S. ENERGY DRINK MARKET

The Energy Drink Market pg..........1

• Overview pg..........1
• Volume and Dollars pg..........3
• Per Capita Consumption pg..........4
• Growth pg..........5
• Seasonality pg..........6

Exhibits pg..........7

2. ENERGY DRINK REGIONAL MARKETS

Regional Energy Drink Markets pg..........11

• Overview pg..........11
• The West pg..........12
• The South pg..........12
• The Midwest pg..........12
• The Northeast pg..........13

Leading Energy Drink Cities pg..........13

Exhibits pg..........14

3. ENERGY DRINK DISTRIBUTION CHANNELS

Energy Drink Distribution Channels pg..........23

• Overview pg..........23
• Convenience and Gas Stores pg..........23
• Supermarkets pg..........24
• Foodservice pg..........24
• Mass Merchandisers pg..........25
• Drug Stores pg..........25
• Others pg..........25

Exhibits pg..........27

4. ENERGY DRINK PACKAGING

Energy Drink Packaging pg..........31

Exhibits pg..........33

5. LEADING ENERGY DRINK COMPANIES AND THEIR BRANDS

The Leading Companies pg..........37

Red Bull pg..........39

Hansen Natural Corporation pg..........51

Rockstar, Inc. pg..........59

PepsiCo, Inc. pg..........61

Coca–Cola Company pg..........64

National Beverage Corporation pg..........66

Ferolito, Vultaggio & Sons pg..........67

Dr Pepper Snapple Group pg..........69

Monarch Beverage Company pg..........70

Crunk!!! Energy Drink pg..........70

Energy Drink Retail Price Per Case pg..........71

Exhibits pg..........72

6. ENERGY SHOTS AND EMERGING ENERGY SEGMENTS

Energy Shots pg..........81

Healthy Energy pg..........85

Exhibits pg..........92

7. ENERGY DRINK ADVERTISING EXPENDITURES

Energy Drink Advertising Expenditures pg..........97

• Overview pg..........97
• Expenditures by Medium pg..........98

Energy Drink Advertising Expenditures by Brand pg..........100

• Red Bull pg..........100
• 5–Hour Energy pg..........100
• PepsiCo pg..........100

Exhibits pg..........101

8. DEMOGRAPHICS OF THE ENERGY DRINK CONSUMER

Demographics of the Energy Drink Consumer pg..........107

• Overview pg..........107
• Comparative Demographics of Energy Drink Brands pg..........110

Exhibits pg..........114

9. THE PROJECTED U.S. ENERGY DRINK MARKET

The Projected U.S. Energy Drink Market pg..........125

Exhibits pg..........128

10. DIRECTORY OF ENERGY DRINK COMPANIES

Energy Drink Companies pg..........135

EXHIBIT

1. THE U.S. ENERGY DRINK MARKET

1.1 U.S. Energy Drink Market Wholesale Dollars and Volume 1997 – 2008 pg..........7

1.2 U.S. Energy Drink Market Per Capita Consumption 1997 – 2008 pg..........8

1.3 U.S. Energy Drink Market Compound Annual Growth 2002 – 2008 pg..........9

1.4 U.S. Energy Drink Market Quarterly Volume Shares in Measured Channels 2003 – 2008 pg..........10

2. ENERGY DRINK REGIONAL MARKETS

2.5 The Regional Energy Drink Markets Estimated Case Volume in Measured Channels 2004 – 2008 pg..........14

2.6 The Regional Energy Drink Markets Case Volume Share in Measured Channels 2004 – 2008 pg..........15

2.7 The Regional Energy Drink Markets Case Volume Growth in Measured Channels 2005 – 2008 pg..........16

2.8 Leading Energy Drink Cities by Volume in Measured Channels 2004 – 2008 pg..........17

2.9 Leading Energy Drink Cities by Volume Share in Measured Channels 2004 – 2008 pg..........18

2.10 Leading Energy Drink Cities by Volume Growth in Measured Channels 2005 – 2008 pg..........19

2.11 Leading Energy Drink Cities by Dollar Sales in Measured Channels 2004 – 2008 pg..........20

2.12 Leading Energy Drink Cities by Dollar Share in Measured Channels 2004 – 2008 pg..........21

2.13 Leading Energy Drink Cities by Dollar Growth in Measured Channels 2005 – 2008 pg..........22

3. ENERGY DRINK DISTRIBUTION CHANNELS

3.14 U.S. Energy Drink Market Volume by Distribution Channel 2003 – 2008 pg..........27

3.15 U.S. Energy Drink Market Share of Volume by Distribution Channel 2003 – 2008 pg..........28

3.16 U.S. Energy Drink Market Change in Volume by Distribution Channel 2004 – 2008 pg..........29

4. ENERGY DRINK PACKAGING

4.17 Energy Drink Packaging Volume by Size 1997 – 2008 pg..........33

4.18 Energy Drink Packaging Share of Volume by Size 1997 – 2008 pg..........34

4.19 Energy Drink Packaging Change in Volume by Size 1998 – 2008 pg..........35

5. LEADING ENERGY DRINK COMPANIES AND THEIR BRANDS

5.20 Leading Energy Drink Brands Estimated Wholesale Dollar Sales 2003 – 2008 pg..........72

5.21 Leading Energy Drink Brands Share of Wholesale Dollar Sales 2003 – 2008 pg..........73

5.22 Leading Energy Drink Brands Change in Wholesale Dollar Sales 2004 – 2008 pg..........74

5.23 Leading Energy Drink Brands Volume 2003 – 2008 pg..........75

5.24 Leading Energy Drink Brands Share of Volume 2003 – 2008 pg..........76

5.25 Leading Energy Drink Brands Change in Volume 2004 – 2008 pg..........77

5.26 U.S. Energy Drink Market Retail Price Per Case by Brand in Supermarkets 2005 – 2008 pg..........78

5.27 U.S. Energy Drink Market Retail Price Per Case by Brand in Drug Stores 2005 – 2008 pg..........79

6. ENERGY SHOTS AND EMERGING ENERGY SEGMENTS

6.28 U.S. Energy Shot Market Estimated Wholesale Dollars and Volume 2005 – 2009 pg..........92

6.29 Leading Energy Shot Brands Estimated Wholesale Dollar Sales 2005 – 2009 pg..........93

6.30 Leading Energy Shot Brands Share of Wholesale Dollar Sales 2005 – 2009 pg..........94

6.31 Leading Energy Shot Brands Change in Wholesale Dollar Sales 2006 – 2009 pg..........95

7. ENERGY DRINK ADVERTISING EXPENDITURES

7.32 Leading Energy Drink Brands Advertising Expenditures 2003 – 2008 pg..........101

7.33 Leading Energy Drink Brands Share of Advertising Expenditures 2003 – 2008 pg..........102

7.34 Leading Energy Drink Brands Change in Advertising Expenditures 2004 – 2008 pg..........103

7.35 Energy Drink Advertising Expenditures by Media 2003 – 2008 pg..........104

7.36 Energy Drink Share of Advertising Expenditures by Media 2003 – 2008 pg..........105

7.37 Energy Drink Change in Advertising Expenditures by Media 2004 – 2008 pg..........106

8. DEMOGRAPHICS OF THE ENERGY DRINK CONSUMER

8.38 Demographics of the Energy Drink Consumer 2008 pg..........114

8.39 Demographics of the Red Bull Consumer 2008 pg..........116

8.40 Demographics of the Monster Consumer 2008 pg..........118

8.41 Demographics of the Rockstar Consumer 2008 pg..........120

8.42 Demographics of the Full Throttle Consumer 2008 pg..........122

9. THE PROJECTED U.S. ENERGY DRINK MARKET

9.43 Projected Energy Drink Market Wholesale Dollar Sales and Volume 2008 – 2013 pg..........128

9.44 Projected Energy Drink Market Wholesale Dollar Sales and Volume Growth 2008 – 2013 pg..........129

9.45 Projected Energy Drink Market Per Capita Consumption 1997 – 2013 pg..........130

9.46 Projected Energy Drink Market Wholesale Dollars and Volume by Can Size 2008 – 2013 pg..........132

9.47 Projected Energy Drink Market Wholesale Dollars and Volume Share by Can Size 2008 – 2013 pg..........132

9.48 Projected Energy Drink Market Growth of Wholesale Dollars and Volume by Can Size 2008 – 2013 pg..........133