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Energy Foods And Beverages Show Strong Growth

August 19, 2010: 06:51 PM EST
Better formulas and flavors, as well as elimination of the “crashing” effect after an energy boost, have all given the energy food (bars and bites) and beverage industry a market boost. Beverages still dominate the energy market. Older products within that segment, especially Red Bull, continue to hold sway with as much as a 60 percent share in many countries. The energy shots segment is expected to post “phenomenal growth,” according to one industry watcher who says sales of one product, six-year-old 5 Hour from Living Essentials, have increased 50 percent. The product is well on its way to becoming a $1.5 billion brand. The core market for energy shots has always been 18- to 25-year-old males, but products are beginning to penetrate another demographic: consumers aged 25 to 45.
Joanna Cosgrove, "Energizing Foods and Beverages", Nutraceuticals World, August 19, 2010, © Rodman Publishing
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