ROCKVILLE, MD — (Marketwire) — 12/20/12 — MarketResearch.com has announced the addition of the report “” to their product offering.
Energy drinks remained unstoppable in 2011, with global volumes registering an 18% increase vs. an average soft drinks growth of just over 4%. It seems that even in economically stricken times, despite the premium price level of many brands, consumers are prepared to pay for a product that has a proven functional benefit or brand image. Whilst the multinational brands hold pole position, there are a plethora of brands at local levels that have often only a short-lived presence as producers enter the market seeking to benefit from the high margins that energy drinks offer. Once the smallest category in the global soft drinks arena, energy drinks overtook iced coffee drinks in 2011.
Original energy remains the flavor of choice, but existing producers, as well as new entrants, are branching out into flavor mixes, or single flavor variants such as lemon, in a bid to differentiate and address consumer taste preferences. Overall, carbonated variants still account for the majority of global energy drinks consumption, however share is slipping year on year. This is primarily attributable to the preference for non-carbonated product in the Asia energy drinks market.
Energy drinks are typically purchased in off-premise. Whilst energy drinks are frequently used as mixers in pubs/clubs/bars, on-premise channels have seen a reduction in footfall in many markets due to the severity of economic downturn.
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