As a functional health benefit, energy remains a highly compelling proposition to consumers. In the United States last year, sales of energy drinks rose 15% to $7.6 billion, according to NBJ research. Shots, meanwhile, enjoyed annual growth of 21% to $1.6 billion. This would be an impressive performance for any category at any time. But in the midst of a global economic downturn, it’s nothing short of staggering, especially as most energy products carry a premium price tag. The dominant players in the market continued to grow last year. Red Bull, the U.S. energy drinks market leader with a 40% dollar share of the category, says its value sales in the week ending...
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