Market Research / Demographics

Table of Contents


Energy Drinks: Total Market, Brand Share of Total Market, Frequency of Use, Brand Share of Total vs. Daily Drinkers, Age, Gender, Income, Region

Item 2017 2018
Total Number of Consumers Ages 13+ Used Energy Drink 34,390,000 35,698,000
% of U.S. Population Age 13+ 12.7% 13.1%
BRAND SHARE OF MARKET (ALL INDIVIDUALS WHO DRINK A BRAND MOST OFTEN AS A % OF ALL INDIVIDUALS WHO DRINK ENERGY DRINKS)
Red Bull 29.6 38.2
Monster Energy 35.1 29.0
Rockstar 8.3 8.8
Starbucks Double Shot, Starbucks Refreshers 6.3 5.2
Kickstart 5.7 4.4
Energy shots such as 5-hour Energy 4.0 2.2
NOS Energy 2.2 1.8
Arizona Energy 1.7 1.7
Full Throttle 1.6 1.5
AMP Energy 1.2 1.4
Rip It 1.1 0.7
Venom Energy 0.8 1.1
All Other 2.4 3.8
Total 100.0 100.0
---% OF MARKET BY FREQUENCY OF DRINKING ENERGY DRINKS
Every day 8.4 8.7
3-6 times/week 12.2 22.6
1-2 times/week 19.5 13.4
2-3 times/month 23.7 24.5
Once a month 13.7 11.4
Less than once a month 22.5 19.3
Total 100.0 100.0
% BRAND SHARE FOR TOTAL MARKET VS. % BRAND SHARE AMONG USERS DRINKING ENERGY DRINKS EVERY DAY
Each brand's information is in two parts: 0.0 (Share of total Market)/0.0 (Share of every-day drinkers)
Red Bull 29.6/18.6 38.2/33.0
Monster Energy 35.1/40.7 29.0/25.1
Rockstar 8.3/10.3 8.8/16.1
Starbucks Double Shot, Starbucks Refreshers 6.3/3.1 5.2/10.8
KickStart 5.7/1.8 4.4/---
Energy shots such as 5-hour Energy 4.0/--- 2.4/1.7
NOS Energy 2.2/6.0 1.8/7.4
Arizona Energy 1.7/--- 1.7/5.7
Full Throttle 1.6/8.4 1.5/3.4
% OF MARKET BY DEMOGRAPHIC SEGMENT
---% by Age Group
13-17 8.0 6.5
18-24 11.8 8.8
25-34 32.8 25.1
35-49 32.4 37.5
50-64 12.8 17.0
65+ 2.2 5.0
Total 100.0 100.0
---% by Gender
Male 57.2 58.6
Female 42.8 41.4
Total 100.0 100.0
---% by Annual HH Income
Under $25,000 21.1 20.1
$25,000-$49,999 26.0 22.1
$50,000-$99,999 30.0 29.8
$100,000 or more 22.9 28.1
Total 100.0 100.0
---% by Geographic Region
Northeast 14.2 14.4
North Central 24.0 20.0
South 36.8 34.4
West 25.1 31.2
Total 100.0 100.0
Source: CBA