Market Research / Demographics

Table of Contents


Consumer Brand Analytics: Energy Shots such as 5-hour Energy Summary by Share of Total Market, Age, Gender, Income, Region, Frequency of Use, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number Drink Energy Drinks Ages 13+ 34,390,000 35,658,000
Total number drank Energy Shots most often in past year 1,367,000 869,000
Brand Share (Energy Shot drinkers as a percentage of all drinkers of energy drinks) 4.0% 2.4%
--------DEMOGRAPHICS OF INDIVIDUALS WHO DRINK ENERGY SHOTS MOST OFTEN
---% by Age Group
13-17 1.1 ---
18-24 --- ---
25-34 25.9 19.4
35-49 43.3 47.9
50-64 24.1 27.1
65+ 5.5 5.6
Total 100.0 100.0
---% by Gender
Male 61.1 64.3
Female 38.9 35.7
Total 100.0 100.0
---% by Annual Income
Under $25,000 6.3 12.0
$25,000-$49,999 31.6 34.4
$50,000-$99,999 36.6 17.4
$100,000 or more 25.6 36.2
Total 100.0 100.0
---% by Geographic Region
Northeast 19.1 24.4
North Centrall 19.9 12.8
South 42.4 46.9
West 18.6 15.9
Total 100.0 100.0
--------FREQUENCY OF DRINKING ENERGY DRINKS AMONG INDIVIDUALS WHO DRINK BRAND MOST OFTEN
Every Day --- 5.9
3-6 times/week 6.2 15.7
1-2 times/week 7.0 17.2
2-3 times/month 30.9 32.5
Once a month 12.2 14.9
Less than once a month 43.7 13.9
Total 100.0 100.0
Median 2.7
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO DRINK ENERGY SHOTS MOST OFTEN
---Used Facebook 84.3 72.7
---Used Twitter 33.8 53.2
---Used Snapchat 30.8 8.6
---Used Instagram 34.8 39.8
--------% OF INDIVIDUALS DRINK ENERGY SHOTS MOST OFTEN WHO ARE SPORTS FANS** BY SPORT CATEGORY
IndyCar 11.3 17.9
NASCAR 10.6 13.6
MLB 64.7 40.1
Minor League Baseball 10.7 6.9
NBA 49.4 36.9
College Basketball 39.7 37.1
WNBA 15.8 n/a
eSports 3.4 10.9
NFL 77.0 79.7
College Football 60.3 53.6
Golf 18.2 25.6
NHL 40.0 48.6
Minor League Hockey --- 7.0
Mixed Martial Arts 18.8 25.9
Running 13.3 n/a
MLS 12.4 14.4
Soccer (non-USA) 17.1 28.1
Tennis 32.1 34.9
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Kickstart Summary by Share of Total Market, Age, Gender, Income, Region, Frequency of Use, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number Drink Energy Drinks Ages 13+ 34,390,000 35,698,000
Total number drinking Kickstart most often in past year 1,952,000 1,576,000
Brand Share (Kickstart drinkers as a percentage of all drinkers of energy drinks) 5.7% 4.4%
---------DEMOGRAPHICS OF INDIVIDUALS WHO DRINK KICKSTART MOST OFTEN
---% by Age Group
13-17 23.9 21.0
18-24 7.7 7.8
25-34 26.4 18.6
35-49 24.1 27.1
50-64 17.9 19.9
65+ --- 5.6
Total 100.0 100.0
---% by Gender
Male 54.4 54.0
Female 45.6 46.0
Total 100.0 100.0
---% by Annual Income
Under $25,000 19.2 36.9
$25,000-$49,999 30.1 23.1
$50,000-$99,999 32.8 22.4
$100,000 or more 17.9 17.6
Total 100.0 100.0
---% by Geographic Region
Northeast 10.5 16.3
North Central 26.3 35.4
South 43.0 24.8
West 20.2 23.6
Total 100.0 100.0
--------FREQUENCY OF DRINKING ENERGY DRINKS AMONG INDIVIDUALS WHO DRINK KICKSTART MOST OFTEN
Every Day 2.6 ---
3-6 times/week 17.5 11.7
1-2 times/week 19.6 20.8
2-3 times/month 35.7 22.6
Once a month 2.4 18.4
Less than once a month 22.3 26.5
Total 100.0 100.0
Median 2.7 2.2
--------FREQUENCY OF USE OF SOCIAL MEDIA SITES AMONG INDIVIDUALS WHO DRINK KICKSTART MOST OFTEN
---Used Facebook 76.3 84.2
---Used Twitter 56.0 33.8
---Used Snapchat 51.0 32.7
---Used Instagram 45.3 46.2
--------% OF INDIVIDUALS DRINK KICKSTART MOST OFTEN WHO ARE SPORTS FANS** BY SPORT CATEGORY
IndyCar 18.3 22.8
NASCAR 24.7 21.0
MLB 44.9 54.5
Minor League Baseball 19.0 8.5
NBA 40.4 38.0
College Basketball 35.3 25.5
WNBA 12.6 n/a
eSports 18.9 17.9
NFL 56.1 68.1
College Football 49.0 39.7
Golf 16.8 20.7
NHL 28.1 25.2
Minor League Hockey 12.9 7.9
Mixed Martial Arts 23.4 22.8
Running 16.3 n/a
MLS 12.0 14.7
Soccer (non-USA) 12.2 16.7
Tennis 26.1 30.1
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Monster Energy Summary by Share of Total Market, Age, Gender, Income, Region, Frequency of Use, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number Drink Energy Drinks Ages 13+ 34,390,000 35,698,000
Total number drinking Monster Energy most often in past year 12,064,000 10,355,000
Brand Share (Monster Energy drinkers as a percentage of all drinkers of energy drinks) 35.1% 29.0%
--------DEMOGRAPHICS OF INDIVIDUALS WHO DRINK MONSTER ENERGY MOST OFTEN
---% by Age Group
13-17 9.5 11.6
18-24 14.6 11.1
25-34 31.4 20.7
35-49 31.2 32.9
50-64 11.7 19.6
65+ 1.6 4.2
Total 100.0 100.0
---% by Gender
Male 61.4 51.3
Female 38.6 48.7
Total 100.0 100.0
---% by Annual Income
Under $25,000 25.7 23.3
$25,000-$49,999 22.2 22.2
$50,000-$99,999 30.6 27.3
$100,000 or more 21.5 27.2
Total 100.0 100.0
---% by Geographic Region
Northeast 13.6 14.0
North Central 29.2 24.9
South 37.4 34.8
West 19.8 26.3
Total 100.0 100.0
--------FREQUENCY OF DRINKING ENERGY DRINKS AMONG INDIVIDUALS WHO DRINK MONSTER ENERGY MOST OFTEN
Every Day 9.5 7.5
3-6 times/week 10.2 13.6
1-2 times/week 21.0 19.0
2-3 times/month 23.4 30.1
Once a month 17.8 11.8
Less than once a month 18.1 18.0
Total 100.0 100.0
Median 2.6 2.7
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO DRINK MONSTER ENERGY MOST OFTEN
---Used Facebook 85.7 81.9
---Used Twitter 44.8 37.0
---Used Snapchat 38.1 40.5
---Used Instagram 45.5 47.9
--------% OF INDIVIDUALS DRINK MONSTER ENERGY MOST OFTEN WHO ARE SPORTS FANS** BY SPORT CATEGORY
IndyCar 18.7 16.5
NASCAR 25.8 20.4
MLB 51.5 50.3
Minor League Baseball 16.8 12.6
NBA 39.4 38.3
College Basketball 29.5 28,9
WNBA 8.7 n/a
eSports 20.2 18.6
NFL 64.3 63.1
College Football 46.8 53.4
Golf 22.6 20.6
NHL 32.1 30.3
Minor League Hockey 8.5 8.6
Mixed Martial Arts 27.2 24.4
Running 10.3 n/a
MLS 17.9 17.8
Soccer (non-USA) 16.5 19.1
Tennis 22.0 20.5
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Red Bull Energy Summary by Share of Total Market, Age, Gender, Income, Region, Frequency of Use, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number Drink Energy Drinks Ages 13+ 34,390,000 35,698,000
Total number drinking Red Bull most often in past year 10,196,000 13,626,000
Brand Share (Red Bull drinkers as a percentage of all drinkers of energy drinks) 29.6% 38.2%
--------DEMOGRAPHICS OF INDIVIDUALS WHO DRINK RED BULL MOST OFTEN
---% by Age Group
13-17 5.0 2.9
18-24 10.6 7.9
25-34 36.6 29.8
35-49 36.6 42.7
50-64 8.8 11.6
65+ 2.4 5.1
Total 100.0 100.0
---% by Gender
Male 51.8 69.2
Female 48.2 30.8
Total 100.0 100.0
---% by Annual Income
Under $25,000 16.4 17.2
$25,000-$49,999 27.9 18.4
$50,000-$99,999 30.4 30.9
$100,000 or more 25.3 33.5
Total 100.0 100.0
---% by Geographic Region
Northeast 17.0 16.4
North Central 21.6 14.4
South 34.1 36.1
West 27.3 33.0
Total 100.0 100.0
--------FREQUENCY OF DRINKING ENERGY DRINKS AMONG INDIVIDUALS WHO DRINK RED BULL MOST OFTEN
Every Day 5.1 7.5
3-6 times/week 9.7 12.3
1-2 times/week 16.4 25.5
2-3 times/month 26.4 25.7
Once a month 14.4 11.6
Less than once a month