Energy drinks maintain momentum

NEW YORK — Energy drinks are still showing strong growth. A recent report from Beverage Marketing Corp. found that “energy drinks handily outperformed the overall beverage market,” although the segment remains a small component of the category.

Red Bull, the category leader with a nearly 45% dollar share, had a nearly 11% dollar sales increase for the 12 weeks ended June 12, according to SymphonyIRI data. Competitor Monster, which holds a 20% dollar share, has momentum. The brand had a dollar share increase of nearly 20% and picked up one-and-a-half dollar share points for the same period.

Red Bull management has set a goal to increase its market share by 10% this year.

The article above is part of the DSN Category Review Series. For the complete Energy Drinks Sell-Through Report, including extensive charts, data and more analysis, click here.