Energy Drinks

Monster Beverage explores new marketing strategies to reclaim share, drive sales

22-Jan-2024 By Elizabeth Crawford

Monster Beverage Corp. continues to dominate the fast-growing energy drink market with incremental sales and unit gains across its portfolio at a time when many newer category entrants lost both, and yet the company’s eponymous energy drink lost dollar...

Rockstar Energy: The ‘anchor’ to PepsiCo’s energy-drink strategy

02-Jan-2024 By Ryan Daily

PepsiCo is using Rockstar Energy as the core of its energy-drink strategy, while leveraging its partnership with Celsius to tap into leading consumer trends, Fabiola Torres, GM & CMO, SVP Energy Category at PepsiCo, told FoodNavigator-USA.

TSI gets exclusive global distribution of ‘market changing’ enfinity caffeine metabolite

31-Aug-2023 By Stephen Daniells

enfinity energy, LLC and TSI Group have announced an exclusive global distribution partnership for enfinity paraxanthine, a metabolite of caffeine supported by 23 filed patents, four human clinical studies, and a robust body of preclinical work.

PepsiCo raises full-year guidance on portfolio performance, braces for challenges in sports and energy categories

13-Jul-2023 By Ryan Daily

PepsiCo beat second quarter expectations with its Frito-Lays and PepsiCo Beverages North America divisions posting double-digit organic revenue growth, but the company faces several challenges across its business, especially in the energy and sport drink...

PRIME pushes back on Sen. Schumer calls for FDA energy drink investigation

11-Jul-2023 By Stephen Daniells

PRIME, a beverage brand by influencers Logan Paul and Olajide “KSI” Olatunji, tells NutraIngredients-USA that its energy drink, “complied with all FDA guidelines before hitting the market”, after Senator Chuck Schumer (D-NY) called for an FDA investigation...

The Vitamin Shoppe 2023 Health & Wellness Trends: Focus on fitness and active lifestyles

11-Jul-2023 By Asia Sherman

Consumer purchasing behavior is evolving, shifting from categories like immunity protection and foundational health towards products that enhance fitness and active lifestyles, according to the latest Health & Wellness Trends Report from supplement...

Taurine supplements may extend lifespan, for animals at least

09-Jun-2023 By Stephen Daniells

A deficiency of taurine may drive aging in animals, while supplementation with the compound was associated with a 12% increase in healthy lifespan, says a new study published in Science.

Sports performance, natural products providing new opportunities for energy drink market, SPINS finds

17-May-2023 By Ryan Daily

Whether it’s that early morning pick-me-up or pre-workout boost, consumers increasingly turn to the energy drink category for its functional benefits, which is expanding the market and creating opportunities for brands to innovate around sports performance,...

NutraCast: Ben Ricciardi on how functional beverage brands can stand out

31-Mar-2023 By Danielle Masterson

The branding expert’s MO? Blowing up things he believes in to cut through the clutter.

NPA: TINA energy drink challenge fails to correctly apply federal labeling rules

11-Jan-2023 By Hank Schultz

Label language must be considered in totality when asking if products are being inappropriately marketed to children, according to the Natural Products Association. NPA made this point in responding to a challenge from the watchdog group Truth in Advertising...

‘We’ve got to punch back on this’: Energy drink stakeholders respond to TINA, UConn Rudd Center complaints

16-Dec-2022 By Stephen Daniells

The energy drinks industry is reckoning with recent complaints by consumer group Truth in Advertising (TINA) and the UConn Rudd Center for Food Policy & Health over allegations of deceptive and unfair marketing tactics used by numerous brands.

'Win-win': Keurig Dr Pepper and Nutrabolt announce strategic partnership

09-Dec-2022 By Stephen Daniells

Keurig Dr Pepper Inc. has invested $863 million in Nutrabolt, giving the beverage giant an ownership stake of approximately 30% in the high growth sports nutrition company.

Pureboost clean energy drink raises more than $2 million via crowdfunding

25-Oct-2022 By Asia Sherman

Within a few hours of public launch, Pureboost antioxidant clean energy drink mix raised more than $2 million in crowdfunding from early investors on Wefunder.

Gatorade debuts Fast Twitch, the 'go-to energy drink option designed for athletes'

02-Sep-2022 By Mary Ellen Shoup

Gatorade is preparing for a massive 2023 rollout of energy drink brand Fast Twitch, designed for athletic performance with 200mg of caffeine, B vitamins, and electrolytes.

Caffeine cuts repeated sprint times for healthy young subjects

22-Aug-2022 By Hank Schultz

Caffeine cut repeated sprint times in a cohort of healthy young individuals in a recent study. The trial added a positive result to this surprisingly equivocal body of research.

PepsiCo invests in ‘category defining’ energy drink Celsius

02-Aug-2022 By Rachel Arthur

PepsiCo is making a $550m investment in functional energy drink Celsius: further boosting its focus on the energy category and eying up a shared opportunity to drive growth and innovation in the sector.

Guayusa extract shows trend toward better results in trial using Fortnite video game

19-Apr-2022 By Hank Schultz

A branded guayusa extract showed a trend toward better gameplay on the Fortnite video game in a controlled trial. But the study pointed to the difficulty in translating a product’s demonstrated biochemical effects into results in the complex format of...

Celsius posts more than 80% sales gain in third quarter

16-Nov-2020 By Hank Schultz

Fast growing energy drink manufacturer Celsius reported a sales increase of more than 80% in its most recent quarterly earnings statement. The company anticipates even better results in the future when gyms and other exercise venues can reopen.

GNC bets on energy drink promotion to help find new customers

08-Jan-2020 By Hank Schultz

A leading marketing strategist says GNC is evolving to be a ‘better for you’ convenience store as it tries to cope with changes in the retail world and shifts in consumers’ interest in categories like weight management.

Editor's Spotlight

The lessons learned that brought energy drink company Celsius to the top

24-Apr-2019 By Adi Menayang

Diet positioning was hard to pull-off, Celsius learned. When the thermogenic drink brand switched its key messaging from weight loss to energy and fitness, everything changed for the better, its CEO told us.

Canadian researchers say energy drinks 'negatively impact' health of youth, CBA says conclusion is 'misleading'

16-Jan-2018 By Adi Menayang

Crunching data from a web-based survey, researchers at the University of Waterloo reported a link between energy drink consumption and adverse health effects, but the Canadian Beverage Association said the study design's 'broad conclusions'...

Product innovation boosts global sports and energy drinks market: Technavio

03-Mar-2016 By Rachel Arthur

The global sports and energy drinks market is predicted to grow at a CAGR of 11% from 2015- 2019, according to research from Technavio. 

Sales of energy shots slump as consumers reach for drinks instead

16-Jun-2015 By Elizabeth Crawford

Sales of energy shots are slumping as their medicinal taste and less favorable position as a supplement drive consumers to reach for energy drinks, which many shoppers consider safer, according to new research from Mintel Group.

Energy drinks increase hyperactivity in children: Study

10-Feb-2015 By Rachel Arthur

Children who drink sweetened energy drinks are 66% more likely to be at risk from hyperactivity and inattention symptoms, according to a study in the journal Academic Pediatrics. 

Amway solidifies position in energy drink market with acquisition of XS Energy brand

16-Jan-2015 By Hank Schultz

Direct selling giant Amway is solidifying its position in the energy drink market with the acquisition of XS Energy brand. Details of the deal were not disclosed, but a co-founder of XS will join Amway’s management team.

Monster & Red Bull among brands attacked for 'declining to commit to restrict marketing to under 18s'

Energy drink companies unwilling to protect teenagers, say US senators

12-Jan-2015 By Ben BOUCKLEY

The majority of the energy drinks market is unwilling to commit to protecting adolescents, according to a report by three US Senators.

Studies raise questions over sugar, caffeine, and children's intake of energy drinks

18-Dec-2014 By Nathan Gray

Two new studies have suggested that many children and adolescents consuming energy drinks get too much caffeine, while suggesting the level of sugar and caffeinated drinks can lead to different metabolic effects.

CSPI calls for warning letters on energy drinks, but are the numbers accurate?

30-Jun-2014 By Stephen DANIELLS

The Center for Science in the Public Interest is calling on the Food and Drug Administration to require warning labels on energy drink containers notifying consumers of the risk of heart attack, convulsion, and other adverse reactions.

Reaction to IOM's final report on caffeine meeting: More data needed, but new regs unlikely

20-Jan-2014 By Hank Schultz

Experts who have reviewed a report from the Institute of Medicine on a meeting on the safety of caffeine in foods and beverages have concluded that based on the information in the report, it’s unlikely that FDA will make sweeping changes to the way in...

Energy drink study leader: We did not state that a short-term increase in heart contraction rate is a health concern

04-Dec-2013 By Elaine WATSON

The lead researcher behind a high-profile paper showing energy drinks increase heart contraction rates has rejected claims by Monster Beverage Corp that the paper is ‘alarmist’ and stressed that “whether this increase in contractility is generally beneficial...

Energy drinks under the microscope at 'myth-busting’ IFT webinar: How much caffeine are we really consuming, and is it safe?

26-Nov-2013 By Elaine WATSON

While the FDA has raised concerns about the recent proliferation of caffeine-containing products on the market, particularly those marketed at young people, new data suggests energy drinks and shots contribute “minimally” to total caffeine intakes, say...

Beyond caffeine: Alternative energy boosters

15-Oct-2013 By Annie-Rose Harrison-Dunn

As consumer perceptions of caffeine shift and the threat of more market regulation looms, companies are scrambling to find the next blockbuster to cater to demand for energy-boosting products, says an analyst.

‘Vast majority’ of collegiate athletes taking energy drinks & supplements to boost performance: Survey

31-May-2013 By Stephen DANIELLS

Over 80% of US collegiate athletes are consuming energy drinks, supplements or prescription medications to enhance their athletic performance, says a new survey.

Lawmakers' report on energy drink labeling mirrors existing recommendations, CRN says

12-Apr-2013 By Hank Schultz

A report on labeling and marketing of energy drinks by three members of Congress matches much of what industry is already working toward, according the Council for Responsible Nutrition.

Chicago Alderman ‘confident’ of action against energy drinks

07-Mar-2013 By Stephen DANIELLS

The chairman of the Chicago City Council committee discussing highly caffeinated energy drinks is ‘confident’ some sort of action will come out of the hearings.

The evolution of energy drinks: What next for Monster, Red Bull and 5-Hour Energy?

04-Feb-2013 By Elaine WATSON

While the growth of the US energy drinks and shots market has been nothing short of explosive - last year it was worth $12.5bn, up 60% since 2008 - manufacturers will need to attract new users if they are to sustain such meteoric levels of growth, says...

Energy drink adverse events rate ‘appears low in the population of consumers’: ISSN position paper

23-Jan-2013 By Stephen DANIELLS

The rate of adverse events for energy drinks and shots ‘appears low in the population of consumers’, but caution is still needed for the products, particularly for select population groups, says a new position paper from the International Society for...

Proposed Chicago energy drink ban littered with legal errors, lawyer says

22-Jan-2013 By Hank Schultz

A proposed ban on energy drinks in Chicago is riddled with factual and legal errors, according to an attorney active in the dietary supplements business.

Monster Beverage Corporation: Alarmist DAWN report is highly misleading

21-Jan-2013 By Elaine WATSON

Monster Beverage Corporation has blasted a recent government report on drug-related ER visits that describes energy drinks as 'dangerous', as “highly misleading”.

Senators tilt at Red Bull as FDA hints at energy action

29-Nov-2012 By Ben Bouckley

The Food and Drug Administration (FDA) has told US Senators Dick Durbin and Richard Blumenthal that is reviewing the safety of energy drinks and may take regulatory action if it finds a health risk.

Third time's the charm: Durbin, Blumenthal call on FDA to investigate energy drinks

30-Oct-2012 By Hank Schultz

For the third time in 2012, Sen. Dick Durbin, D-Ill. , joined for a second time by Sen. Richard Blumenthal, D-Conn., has sent a letter to the Food and Drug Administration requesting that the agency investigate caffeinated energy drinks that are marketed...

Top analyst predicts FDA wriggle room in supplement-beverage guidance

21-Sep-2012 By Ben Bouckley

With the US Food and Drug Administration (FDA) poised to publish guidance on distinguishing between beverages and liquid dietary supplements, one analyst tells BeverageDaily.com he doesn’t see the agency cracking down too hard on traditional energy drinks.

Subpoenas of energy drink makers no cause for panic, sources say

04-Sep-2012 By Hank Schultz

Sources within the dietary supplement community say the recent action by New York Attorney General Eric T. Schneiderman in regards to energy drinks and shots is a cause for concern, but sets no alarm bells ringing.

FDA dismisses Sen Durbin’s caffeine-energy drinks concerns

21-Aug-2012 By Stephen Daniells

The US Food and Drug Administration has concluded that the caffeine content in energy drinks labeled as dietary supplements or beverages does not pose a safety issue, following demands by Senator Durbin for the Agency to look closely at the sector.

Energy drink or supplement? Enforce your own guidance, says Sen Durbin to FDA

06-Apr-2012 By Elaine Watson

The row over the legal line between liquid dietary supplements, conventional beverages and energy drinks hit the headlines again this week with Senator Dick Durbin calling on the Food and Drug Administration (FDA) to enforce its own guidance.

Canada outlines proposed regulations for energy drinks

07-Oct-2011 By Caroline Scott-Thomas

The Canadian government has put forward a proposal for energy drinks to be regulated as foods rather than as natural health products, which could see a raft of new labeling and formulation requirements for energy drinks in Canada.

Energy drinks boost functional beverage category

09-May-2011 By Caroline Scott-Thomas

Energy drinks are becoming more popular in the United States as younger consumers move into their prime consumption years – and energy drinks continue to deliver a distinctive benefit, says a new report from Packaged Facts.

US still #1 for sports nutrition products: Leatherhead report

21-Apr-2011 By Stephen Daniells

The US is still the leading market for sports supplements, foods, and beverages, with the supplements market in particular showing growth of about 5 percent, says a new report from Leatherhead Food Research.

Study questions mixing energy drinks with alcohol

19-Apr-2011

A new study to be published in Alcoholism: Clinical & Experimental Research has sent out another warning about the popularity of energy drink mixers among young people.

Researchers question energy drink safety (again); Red Bull points to EU backing

16-Feb-2011 By Shane Starling

US researchers have singled out children and teenagers with heart abnormalities, attention-deficit hyperactivity disorder (ADHD) or other health or emotional problems as being susceptible to adverse events when consuming energy drinks.