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Ten Reasons for Energy Drink Success

March 21, 2008: 12:00 AM EST
Ten factors are behind the success of energy drinks, according to a new report by The Centre for Food & Health Studies. “The 10 Key Factors for Success in Energy Drinks - Europe and the US” puts “A benefit that the consumer can feel” at the top of the list. This is followed by focus on one benefit and one brand at two and three; lifestyle marketing (4); innovation in packaging and distribution (5 & 6); premium pricing; internationalization and Asian innovation. The report also cites widespread energy deficits and the relative ease with which ingredients such as caffeine, guarana, and taurine can be incorporated into products as reasons for the success. The US energy drink market reached $5.7 billion in 2006, according to Packaged Facts, which predicts it will grow to $9.7 billion by 2011. Zenith International put the European market at $4.8 billion in 2006.
Shane Starling, "Report Reveals Keys to Energy Drink Success", Nutraingredients.com Europe, March 21, 2008, © 2000/2008 - Decision News Media SAS
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