Crave Energy Drink Vitamark Red Bull Full Throttle Rockstar Zenith Coca-Cola Energy Drinks

Thailand, home to the energy drinks concept, still leads on a per capita consumption basis, but the US now has the highest total volume sales, driven by its top five brands - Red Bull, Monster, Rockstar, Full Throttle and SoBe No Fear.

US consumers drank 990 million litres of energy drinks in 2006, 47% more than in 2005 and 200 million litres more than their Thai counterparts.

“If the level of activity and product development in the US continues, it could represent 45% of worldwide volume in five years,” commented Zenith Research director Gary Roethenbaugh. “We also expect to see double digit growth in East Europe and the Middle East, with Australasia, Latin America and West Europe making good gains too.”

US consumers drank 990m litres of energy drinks during 2006, a 47 per cent increase over the previous year, making the country the largest global market for the product, says a report by Zenith International.

The US boom reflects continuing worldwide growth for energy drinks, as an increasing number of manufacturers look to tap into consumer demands for functional and health benefits in drinks.

Zenith International's research director, Gary Roethenbaugh said the US was becoming an increasingly significant market for energy drinks, and as such was driving global growth for the product.

The rapid levels of consumption growth within the US were attributed primarily to sales of the top five brands - Red Bull, Monster, Rockstar, Full Throttle and SoBe No Fear - in the market, though innovation remains vital to the industry, Zenith added.The US consumption rate is therefore expected to more than double by 2011 to eight liters per person, the analyst added. In terms of regional market share, despite the US market's prominance, Asia-Pacific continued to dominate demand last year accounting for 47.8 percent of all energy drink consumption, Zenith said. North America was the second most important market place with a 29.1 percent global share followed by Western Europe with 12.5 percent. Emerging markets for energy drinks link Eastern Europe and Latin America accounted for 2.8 percent and 3.7 percent respectively.

COCA-Cola Amatil is planning

COCA-Cola Amatil is planning a pincer movement on the $2 billion carbonated soft drinks market with the unveiling today of a new energy drink and a controversial "slimming" tea slated for launch later this year.

Both products fall into what Coca-Cola's marketers are calling the "wellness" area of soft drinks with the first product, Mother, claiming to be a natural juice-based energy drink with, among other ingredients, a potent Amazonian berry, acai.

A carbonated green tea, Enviga - aimed at young women - is due to launch in July and will market itself with the claim that drinking it can help burn calories.

Coca-Cola will pump millions of dollars into the launch of both products in the hope that it can take advantage of the growth in both categories and reduce its reliance on high-sugar drinks. Red Bull, is worth $151 million and is growing by 47 per cent a year. Energy is the fastest-growing category in soft drinks and account for 22 per cent of total drink sales, but CCA has been lagging V and Red Bull in the chase for the youth demographic. According to ACNielsen data, between them Red Bull and V account for 94 per cent of total energy sales in convenience stores. Coke is spending at least $10 million marketing Mother to young men as an all-natural drink with attitude; the branding on the cans is gothic and reminiscent of a tattoo.It will be Coca-Cola's third attempt to crack the energy market with products such as Sprite Recharge, Lift Plus and Burn all having failed in the past.

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Crave Energy Drink from Vitamark is Exploding Worldwide,The Energy Drinks Market Is Huge. Crave Is Becoming as Popular as Red bull Rockstar Full Throttle.

Zenith Research Explaines the Energy Drinks Market, Even Coca-Cola Is Launch A Slimming Tea

COCA-Cola Amatil is planning