Ultra is an extremely popular line of energy drinks. The series launched with Zero Ultra, but has since added many more flavor variations. “Sports nutrition is another area of expansion for energy drink brands, as more brands are adding performance and recovery ingredients like protein and amino acids,” it states.Monster Ultra is a line of sugar-free energy drinks with slightly less caffeine than Monster Original or Low Carb. The time of Monster Energy Zero Sugar is now.”Īs reduced calories and zero sugar is not the only BFY trend impacting the energy drink market, in November 2021, Glanbia Nutritionals released its insights titled “Energy Drink Trends: What to Expect in 2022.” In that, it identifies the inclusion of sports nutrition ingredients as a growing trend. But we were long-overdue on a zero-sugar version of our flagship flavor. “We are very proud of our existing sugar-free Monster Energy Ultra line, and all of its incredible innovative flavors. But we didn’t want to do it until we had the formula just right - and we believe we have nailed it,” said Dan McHugh, chief marketing officer at Monster Energy, in a statement, at the time of release. “Consumers have been asking for years when we would release a sugar-free version of the OG Monster. With the taste of the flagship original Monster Energy Green - but without sugar - the drink is primed with 160 mg of caffeine, and like its predecessor, Monster Energy Zero Sugar helps fight fatigue, and improve mental performance and focus, the company says. announced the launch of Monster Energy Zero Sugar. With a full launch in the first quarter of 2023, Corona, Calif.-based Monster Energy Corp. Their share of wholesale dollars is expected to grow from 39.2% to 40.0% in the identical five-year period.” “Diet energy drinks should increase their share of volume from 41.7% in 2020 to 42.1% in 2025. “As noted, low-calorie energy drinks outperformed their higher-calorie counterparts in 2020, a trend which should continue in the next five years,” the report states. The report details that diet energy drinks have outperformed full-calorie energy drinks (in terms of volume) for a number of years, and predicts this trend will continue. “Low-calorie energy drinks had only come into existence in January 2003 with the launch of Red Bull Sugarfree.” “Low-calorie energy drinks have risen from 17.3% of energy drink volume in 2006 to 41.7% in 2020,” the report states. In its 2021 report titled “Energy Drinks in the US Through 2025,” New York-based Beverage Marketing Corporation (BMC) highlights the proliferation of the low-calorie energy drink market. supermarkets, drug stores, gas and convenience stores, mass merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 21.Īs the growing interest in BFY beverages has touched many beverage categories, energy drinks are no different, experts note. Top energy drinks non-antiseptic (individual brands) Like the brand’s other energy drink flavors, this new flavor is vegan, gluten free, soy free and sugar free, the company notes. “Today, the most common attributes include no sugar, natural caffeine extract from green tea, vitamins added and creatine added.įor example, GHOST sports nutrition, Henderson, Nev., with its more recent launch of GHOST ENERGY, in February, released its newest flavor: Cherry Limeade, offering a sweet cherry flavor with a bite of lime. “The energy drink category growth story has and will continue to move toward becoming energy drinks with healthy features, like zero calorie, added vitamins, lower caffeine content and/or innovative health additives,” Wyatt said. Brands face an opportunity to celebrate consumers’ return to social activities and increased consumer interest in health and wellness indicates opportunities for (BFY) energy drinks.”Ĭircana’s Wyatt explained in Beverage Industry’s August 2022 issue, that the energy drink category will keep moving in a BFY direction. Sales will remain strong as more consumers continue to purchase energy drinks in multipack formats. Noting that the energy drink market thrived throughout the pandemic, consumers altered their shopping patterns with more purchasing energy drinks in multipacks from traditional retailers, according to Mintel’s report.Ĭaleb Bryant, associate director of food and drink at Mintel and the author of the report stated: “Energy drink sales soared throughout 20, driven by pandemic-related stressors and increased work and home responsibilities. In its “US Energy Drinks Market Report 2022,” Chicago-based Mintel highlights that the category’s performance is driven by a dedicated base of highly engaged consumers, as 52% of these consumers drink these beverages multiple times a week or more.
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