August 11/Chicago/PRNewswire -- According to exclusive Mintel research, energy drinks/shots manufacturers are having difficulties attracting new customers, despite a 136% increase in sales from 2005-2009. In fact, 74% of those surveyed say they do not consume energy drinks/shots, and 69% of those non-users are not interested in trying them.
Mintel's Global Market Navigator (GMN) found that Americans consume 3.05L of energy drinks per capita each year, but energy drink market penetration remained flat at 15% of all adults aged 18+ during 2007-2009. Energy drinks/shots non-users cite high prices (48%), too much caffeine (43%) and a general feeling that energy drinks/shots just are not good for you (43%) as reasons why they have not consumed any in the past three months.