Consumers are increasing their consumption of energy drinks, and category newcomers are attracted to the additional functional claims that energy drinks can offer.
As we all know, the pandemic increased our stress and workloads at home and work. Categories like energy drinks benefited as we looked for an extra boost of energy to get us through our day. Its year over year growth makes the energy drink category one of the top performing markets in the entire non-alcoholic beverage industry.¹
While the energy drink category is dominated by a couple of big leaders, emerging brands are disrupting the category by providing consumers strong energy boosts along with better-for-you attributes like “jitterless” energy and other functional claims in addition to energy.