The overall focus of consumers in the energy drinks market starts to shift away from the...

The overall focus of consumers in the energy drinks market starts to shift away from the high-adrenaline type of drinks from Monster Beverage (MNST), Red Bull GmbH, and Coca-Cola (KO) toward healthier (real or perceived) versions. A key part of the trend is the expansion of interest and sales outside the 18-30 age demographic. Players in the new cycle: Sensient Technologies (SXT), Jamba (JMBA), and Starbucks (SBUX) with its new Refreshers line.
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Comments (9)
  • mister-ugly
    , contributor
    Comments (368) | Send Message
    sleeper is "REED" with new Kombucha drink. initial demand is high and price points extremely high and profitable. "Drink is presently retailed @ $5.00 and market controlled 90% by private co. REED comes in @ $4.00 with 1 1/2 years in mfer of drink. stock is running on earnings and expansion revenue previous to selling Kombucha.
    17 Aug 2012, 03:12 PM Reply Like
  • jroliver77
    , contributor
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    Wish i knew this few months ago. Good info though thanks
    17 Aug 2012, 03:17 PM Reply Like
  • nosajio
    , contributor
    Comments (51) | Send Message
    Sounds like the opposite of what was posted in June:
    17 Aug 2012, 04:56 PM Reply Like
  • artchi
    , contributor
    Comments (5) | Send Message
    how true is this and where did the data came from?
    17 Aug 2012, 05:06 PM Reply Like
  • akoshi
    , contributor
    Comments (88) | Send Message
    So what's to prevent MNST, Red Bull or KO, some of the biggest and most known companies out there to compete with these "Healthier" Drinks by putting out their own...??? A spike in consumers buying "Healthy" drinks doesn't necessarily mean that the aforementioned companies are going to be affected by it.


    I also have issue with the fact that you say the "Overall focus" of consumers is shifting away from energy drinks while in the next sentence it clearly says that it is made possible by the expansion of interest and sales OUTSIDE of the 18-30 age demographic...


    I wouldn't pay attention to this at all. It is useless speculation unless it is backed up by some real figures.
    17 Aug 2012, 05:48 PM Reply Like
  • redarrow5150
    , contributor
    Comments (1376) | Send Message
    Ummmm MSNT already has health drinks..check the label under Hansens. Key trend of 18-30 is not the core beverage drinker...much like saying trends are going to older beer drinkers. Consumers want to be viewed as younger and not older so that's why trends are done with YOUNGER customers. Also with MNST being around for quite some time, these consumers are more likely to pick up the brand they've already used or know like MNST.
    17 Aug 2012, 06:06 PM Reply Like
  • user 28721
    , contributor
    Comments (7) | Send Message
    In a era of high unemployment predicted to continue in the foreseeable future, people holding jobs are asked to work more hours, i.e.,  greater productivity. In NY city, have a job? Hold a job with an expected 70 hour work week. And that's not all. Those without jobs are often in school. Want to get good grades to upgrade job prospects? Be alert! High caffeine jolt is here to stay.
    17 Aug 2012, 09:02 PM Reply Like
  • sodamanzack
    , contributor
    Comments (17) | Send Message
    Jamba should suopply high protein and vitamin drink with low sugar and salt content. The drink should contain no cafein or minimal amount. The drink should stress health. At airort Jamba locations Lindt and only Lindt candy should be offered in a Lindt showcase.
    Since airlines offer little food, it will be welcome and invite passengers to alo by the Jamba Smoothies. We wonder at the comptency of the Jamba executives who claim that their initiatives are secret, when not even asked for and ignore answerting suggestions. .AZH
    3 Sep 2012, 10:42 AM Reply Like
  • mister-ugly
    , contributor
    Comments (368) | Send Message
    employees in Earth Fare & Whole Foods rave about fast turn of Kombucha. Earth Fare restocks case every other day! avg retail price is $3.69 for Reed and Buchi $3.99 while Hain is $3.49 and GT synergy $3.89. of course prices subject to change weekly, however channel checks over 2 month period shows prices rising not dropping. In Whole Foods in Naples, Fla privately held GT Synergy dominates sales with both alcohol and alcohol free Kombucha. Reed Soda is on promotion in Giant Eagle in Ohio and Earth Fare. shelves we're bare in Giant Eagle. Results of quality organic gluten free soda! Reed is doubling flavors to 8 on Kombucha. Reed results in sales of Kombucha will be closest pure play to fast selling profitable drink which must be refridgerated eliminating some competition. Reed does have private label business and the already mentioned organic bottled soda business. Latest revenue for Reed is $30 million for year. Mgmt has been growing Reed 20% year and this year may be higher. I look for surprise in earnings not this last quarter which hasn't been reported but quarter we are in. .
    12 Mar 2013, 12:08 AM Reply Like
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