Zico CEO foresees billion-dollar coconut water market; Hansen VP says time is near for natural energy to hit mainstream; FRS ready-to-drink bursts onto scene
The Sports & Energy drink market turned in another banner year in 2006. Growth for the combined drink category reached 48 percent, on sales of $8.8 billion.
Whereas in 2000, sports drinks like Gatorade, Powerade and Accelerade (the "ades") , made up 91% of the combined category, today sports drinks contribute only 58% to the total sports & energy drink category, proving the potential for successful launches (Red Bull, Hansen's, Rockstar) in a crowded "new age beverage" category, but also showing the susceptibility of the "ades" to dynamic brands with a different value proposition.
Managers must remain attentive to negative stories about energy drinks in the popular press and the ramifications they could have on growth prospects. In the October 1, 2007 issue of Time Magazine, Dr. Sanja Gupta commented on the rise of caffeine in the American diet, citing statistics that indicate between 55 percent and 90 percent of...
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