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

|By:, SA News Editor

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.