Nutrition Business Journal

Energy Drink Category Shines Even As It Shows First Signs of Maturity

Red Bull, Hansen, Rockstar and Pepsi lead the pack. Bad Boy joins the fray, but fewer entrants in 2004.

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.

“For a while, it was a cat

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