No Double-Digit Growth for Energy Drinks in 2013

Published in CSP Daily News

Energy-drink sales up 7.6% in convenience stores in 2013

It's growth has slowed, but energy-drink sales were up nearly 8% in 2013.

Best-Selling Energy Drink in Convenience Stores

IRI Convenience AllScan data for 52 weeks ending Dec. 29, 2013

BrandDollar SalesPCYAUnit SalesPCYA
Red Bull$2,595,200,0008.59%896,355,40010.72%
Monster Energy$847,856,6000.81%378,740,8001.37%
Monster Rehab$289,120,200-1.85%130,126,300-0.96%
Java Monster$251,013,20012.04%100,629,00013.87%
NOS$244,217,7007.51%117,321,50010.87%
Monster Energy Zero Ultra$231,011,000662.76%105,588,000653.90%
Monster Energy Lo Carb$231,006,700-15.53%97,118,540-16.23%
Rockstar$222,088,800-4.00%108,910,700-3.13%
Monster Mega$217,093,4002.34%70,916,9403.11%
Monster Energy Absolute Zero$149,328,000-21.24%64,566,600-23.38%
Amp$122,199,800-14.96%63,184,150-12.09%
Full Throttle$113,381,300-4.86%57,351,590-1.96%
Red Bull Total Zero$99,298,980-11.77%36,149,280-9.05%
Rockstar Recovery$95,909,920-10.95%48,526,800-8.60%
Rockstar Sugar Free$93,095,810-8.47%45,938,000-7.54%
Rockstar Punched$85,741,33028.42%43,148,84031.64%
Monster Energy Ultra Blue$75,704,040NA35,480,110NA
Monster Energy Import$69,413,560-22.15%23,311,210-21.91%
Amp Boost$54,591,3300.24%28,753,5703.57%
Rockstar Zero Carb$44,465,790-11.64%22,717,620-9.43%
TOTAL$6,704,549,0006.15%2,775,284,0007.63%
IRI

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While new products can make a difference in the energy drinks, the category is very much becoming about the major brands as it matures, based on data from IRI, a Chicago-based market research firm (@iriworldwide).