CHICAGO Despite a surge of sales among energy drink products, the industry may have trouble attracting new consumers, according to research firm Mintel.
Mintel reported that while sales for energy drinks/shots have risen 136% from 2005 to 2009, 74% of surveyed consumers said they don't consume energy beverages, and 69% of those nonusers are uninterested in trying them.
"Sales of energy drinks and shots have remained relatively strong for the last few years, but the same core group of customers continues to buy them," said Garima Goel Lal, senior analyst at Mintel. "The category added only 1 million new energy drinks users aged 18 [years and older] during 2007 to 2009, compared with 9.3 million new users during 2005 to 2007. So manufacturers are eager to grow that number again."
The Mintel senior analyst also added that ways for companies to attract a wider audience to this product category are to "[provide] consumers with more flavors, less sugar and reduced caffeine content."