In the United States, energy drink sales reached $14 billion in 2021, up from $11 billion in 2017. Red Bull accounted for nearly a quarter of all energy drink sales, and Monster Energy has a nearly equal market share. While pandemic shutdowns caused a hiccup for the energy drink market, they surged in popularity as businesses and gyms reopened.
One growing market for the energy drink industry is esports. The esports market is worth nearly $2 billion this year, boasting over 30 million viewers per month. All the biggest esports teams have energy drink sponsors. Because gamers often use energy drinks to boost their cognition, reaction time, and fatigue resistance, the partnership between the two industries came naturally.
Who is the typical energy drink consumer? To start, they’re likely to live in North America. Most energy drink consumers are men between the ages of 13 and 35. Young consumers are attracted to these beverages for their claims of improving performance and endurance. They may consider energy drinks to be a healthier alternative to soda. Despite their widespread appeal, less than half of US consumers use energy drinks. Loyal consumers keep the market floating while brands try to widen their appeal.