Los Angeles-based Marquis also is appealing to the healthy-focused energy market with its lightly caffeinated beverages. ![]() This release follows the brand’s introduction of Sparkling Green Apple Cherry to its Essential Energy line. “For example, Celsius’ focus on healthy energy and aspirational fitness lifestyle marketing has made it one of the fastest-growing energy drink brands and has become popular among younger female consumers.”Įarlier this year, CELSIUS Energy, an entity of Boca Raton, Fla.-based Celsius Holdings Inc., expanded its Vibe product line with the limited-edition release of Oasis Vibe Sparkling Prickly Pear Lime, which features an exotic and delicately sweet flavor with a crisp and zesty clean citrus finish, the company says. “Traditional energy drinks such as Red Bull and Monster dominate the energy drink market, yet segments such as fitness energy drinks and gamer energy drinks have successfully carved niches within the highly competitive energy drink market by catering to the health needs, energy needs, and interests of specific consumer groups,” Mintel’s report states. With the increased competition from functional beverages, research shows that performance beverages now are blurring the lines. ![]() Brands are responding to this trend by reformulating their products with natural ingredients, reduced sugar and added functional benefits to cater to consumers’ evolving preferences.” Healthy formulation goals “Also, negative publicity surrounding caffeine relating to safety concerns and poor ingredient content have given energy drinks and shots somewhat of a bad reputation. “Therefore, energy drinks and shots, while still popular, have faced strengthening competition from these emerging functional beverage categories,” she explains. Yet, Rose notes that as consumers’ focus on health and functionality has risen, various functional beverage categories are gaining traction. In particular, as more people return back to the office post-COVID-19, more have been seeking beverages that provide them with a boost of energy.”ĬELSIUS Energy expanded its Vibe product line with the release of Oasis Vibe Sparkling Prickly Pear Lime. “The steady market for energy drinks and energy shots is mainly driven by factors like strengthening consumer focus on fitness, busy lifestyles and the boost of eCommerce platforms. “Over the past year, the energy drinks and energy shots market has remained strong compared with other functional beverage categories that have sustained varied levels of demand,” she says. These products are also fan favorites for Gen Alpha.”Īrielle Rose, senior analyst at IBISWorld, New York, also notes energy drinks positive performance when compared with other functional counterparts. “Energy drink mixes are demonstrating strength and growth across the metrics due to affordable price, convenience and flavors. “All segments within the category are growing in sales with the exception of energy shots, which has suffered declines,” Lyons Wyatt continues. “They have been outperforming other functional beverage categories as well. Prices and information on these pages are subject to change without notice.“Overall, the energy drinks category continues to have positive growth across dollars, units and volume showing consumers interest has not waned,” she says. We cannot be held responsible for typographical errors, product formulation, product description, label changes or any other reason/cause. ![]() This website and its associates are not responsible for product claims made by manufacturers on this website or accuracy of product description or product supplement facts displayed or not displayed on this website. Please consult with a healthcare professional before starting any diet or exercise program. No claim or opinion on these pages is intended to be, nor should be construed to be, medical advice. These products are not intended to diagnose, treat, cure, or prevent any disease. No claims found on our web pages or in print have been evaluated by the Food and Drug Administration, CFIA or Health Canada. We do not manufacture, or make claim that we represent brands and/or companies of the products listed on our website. ![]() Disclaimer: Products, Images and companies referred to herein are trademarks or registered trademarks of their respective companies or mark holders.
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