Dive Brief:
- 5小时能量射击的母公司生存要素是launching a full-size carbonated energy drinkthis month. The 16-ounce beverage will come in three flavors: Berry, Grape and Watermelon, which the company said are the most popular flavors of its energy shot.
- 新的5小时能源饮料将通过独立饮料分销商和在线分发。该公司表示，5小时的能源镜头可在250,000多家零售地点购买。
- 5小时的能源射击主导了能源射击领域，该公司表示，该类别的市场份额将近90％。5小时的能源将进入一个完全不同的竞争环境，而它是弱者而不是市场领导者。
Dive Insight:
随着消费者继续寻求快速接我的选择，全尺寸的能量饮料一直处于长期的增长轨迹。根据，到2026年，能源饮料市场预计将以7.2％的复合年增长率增长，达到860亿美元。Allied Market Research。Although energy shots are predicted to grow at a similar compound annual growth rate of 7.2%,研究和市场只期望the category to reach $56.67 billion by 2026.
While beverages present a potentially larger growth opportunity for 5-hour Energy, the company will have to face some of the industry’s beverage titans in order to carve out some space for full-sized drinks on shelves. Competition includes the long-standing category dominators of Red Bull, with 41.7% of dollar share at U.S. retail stores, and Monster, which has 31%,根据2020年IRI统计数据。
其他玩家也进入了这个空间。百事可乐引入了早晨的能源饮料称为MTN DEW RISE Energy，以补充其根深蒂固的Rockstar系列。饮料巨头也是Bang Energy的独家分销商直到2023年10月。Molson Coors Beverage launched ZOA，一种非酒精饮料，由您通过独家分销协议制成的天然成分制成。And Keurig Dr Pepper is分发runa清洁能源。There are also a host of startup brands in this space that are vying for consumer attention.
5小时的能源饮料似乎只专注于能源，将口味作为其不同的因素。首席执行官兼创始人Manoj Bhargava在一份声明中说，该公司的新碳化饮料“与红牛和怪物相比，它具有清爽，更轻的味道。”
消费者也是在他们的饮料中寻找的不仅仅是能量。作为回应，该类别的制造商正在增加许多不同的优点品质，包括维生素和抗氧化剂，以提供免疫支持和心理清晰度。
仍然，5-hour Energy Beverage will benefit from energy drinks' drift under the catch-all title of "functional beverages." According toBrightfield Group的埃经平台的2020年调查，能量饮料是最受欢迎的功能性饮料，在三个月内由15％的消费者购买。
卫生和健康继续影响消费意识mer purchasing behaviors, the U.S. energy drink sector is likely to remain one of the strongest performers in the nonalcoholic space. But innovation will be key for new entrants into this category. If 5-hour Energy can build on the cachet it has developed in the energy shot space and cultivate a healthy reputation based on taste and a clean formulation, the company may find an opportunity for success in the crowded energy drink category.
