Red Bull Projections for 2012

Growth and Projections of the Energy Drink Market(Red Bull)

The energy drink market does not seem to stop its rapid growth. Energy drinks have made themselves a staple in certain sectors and has begun to branch successfully into several other niche sectors.

Now it seems there is a specific type for everyone. Although the growth of the energy drink market has slowed since the original explosion a few years back, it has yet to stop. It seems the market has been established and these drinks are here to stay. Despite the continual surfacing of numerous reports indicating the dangers of the high levels of caffeine in these drinks, it seems the energy drink companies feel the health dangers and concerns are worth the risk considering the massive profit.

After its birth in the US in 1997, this market grew to about 400 million per fiscal year by the year 2001. By 2005, it had reached about $4 billion and now that it's growing at an annual rate of approximately 12%, it is projected to surpass the $9 billion mark by 2012.
It is estimated that the current United States market share for Red Bull is approximately 40%, with Monster behind at about 23%, Rockstar at around 8% and Full Throttle in at about 4%. The general demographic for this market as a whole is under 35 years of age and predominantly male. Diet energy drinks as well as the natural and healthy alternatives are skyrocketing in sales as they're pulling the health and fitness market as well as the female and slightly older demographic.

Trends in the Energy Drink Market
The explosion of energy shots proves that this niche market boom is not ready to die down just yet. In 2008, sales of this specific sector of the market came in at approximately $560 million and continues to grow. These tiny 2 or 3 ounce drinks are selling for up to $3 per shot with 5-Hour Energy leading the pack in sales and popularity, and Red Bull Not far behind.
On the exact opposite end of the spectrum, we've seen a growth since 2002 of these drinks being packaged in larger cans. Many countries (including the U.S. and Canada) have limited the amount of caffeine per serving in these drinks. In response to this, we've seen many companies (including Monster and Rockstar) sidestepping this by simply packing two servings into one can.
2007 saw the emergence of energy powders and tablets marketed as the more convenient and portable form of energy for athletes and people on the go.