Energy drinks to steal soda's thunder

NutraIngredients-USA:

"The report 'Energy drinks in the US' forecasts the total US retail value, including products sold through foodservice channels, will grow at a compound annual growth rate of 12 percent and reach $9.3bn by 2011.

While growth in this category has indeed been noteworthy, the market for these beverages still represents a small proportion of the entire beverage market and as such spells further opportunity for marketers to diversify into more functional niches.

'Energy drinks accounted for just two percent of all non-alcoholic beverages sold in IRI-tracked [Information Resources] channels in 2006, up from less than one percent in 2004,' states the report. 'But the phenomenal growth seen in recent years could continue, propelling energy drinks to capture a larger piece of the pie.' "