With an estimated $6.6 billion in sales in 2007, energy beverages have emerged as a genuine trend, as sales have increased 440% since 2002, notes a Packaged Facts report. The segment, as a whole, is further expected to grow at an annual rate of 12%, to surpass $9 billion by 2011.
While Mintel’s estimate of the market size differs, estimating the July 2008 segment’s sales at $4.8 billion, it does agree that energy drinks have seen more than 400% sales growth since 2003. Furthermore, Mintel finds a greater number of consumers buying the beverages: in 2003, 9% of respondents to a Mintel survey said they consume energy drinks; by 2008, the percentage stood at 15%, with the greatest growth among teenage consumers. Some 35% of that demographic regularly consume energy drinks, a sizable increase from the 19% stating the same in 2003.