Seven years after the energy drink category was launched in the United States by Austria’s Red Bull GmbH, the business grew by 50% to 60% in 2004, according to industry and data sources. Such growth would be enough to break out the champagne in almost any other grocery category. But in a segment that grew at a 200% pace for several years around the turn of the century, it was a sobering indication that the energy drink category is maturing.
All access premium subscription
This content requires a subscription to Nutrition Business Journal.
As an NBJ subscriber, you receive 10 issues a year and access to the exclusive “NBJ subscriber only” content on newhope.com (excludes three-month subscriptions), which includes PowerPoint presentations, select data charts and archived articles. Subscribers also receive a 10 percent discount on data charts, comprehensive market research reports and webinars.
Email [email protected] for more information about subscribing.