Growing “Energy Shot” Market Grabbing Market Share From Traditional Energy Drinks

July 10, 2009: 10:09 AM EST

Studying and partying students, fatigued athletes and construction workers, even drowsy drivers, comprise the market for a new kind of drink that purportedly provides a quick, expensive, and harsh-tasting caffeine booster. The new two-to-three ounce “energy shots” appeal to people who haven’t time for a leisurely sipping experience, and are willing to pay a pricey $1.50 an ounce to get it. As a marketing war rages among energy shot makers, some nutritionists see the fad as thin on health benefits. “It sounds like a great placebo to me,” said one nutrition professor.

William Neuman, "‘Energy Shots’ Stimulate Power Drink Sales", The New York Times, July 10, 2009, © The New York Times Company

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Growing “Energy Shot” Market Grabbing Market Share From Traditional Energy Drinks

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