Top Selling Energy Drink Brands
Red Bull continues to dominate as the energy drink leader, but Monster has experienced huge growth in the last few years.
The energy drink market continues to grow even in light of the tough economy and increased health scrutiny. However, the growth has slowed. Soda sales have been declining steadily over the same period, while energy drink sales have been booming.
Despite recent FDA scrutiny regarding the safety of these beverages, 2018 energy drink sales were up 4.1% compared to the same time period in 2017. However, the rate of growth in 2013 was 6.7%. src.
2018 Top Selling Energy Drinks (USA)
| Brand | Dollar Sales | Change From Prior Period |
|---|---|---|
| ENERGY DRINK TOTAL SALES | $10,919,392,609 | 7.5% |
| TOP MANUFACTURERS | ||
| RED BULL NORTH AMERICA INC | $4,685,615,913 | 4.8% |
| MONSTER BEVERAGE CORP | $4,192,281,599 | 10.4% |
| ROCKSTAR INC | $918,524,467 | -1.9% |
| HIGH PERFORMANCE BEVERAGE | $464,483,966 | 6.6% |
| VITAL PHARMA INC | $211,912,588 | 402.2% |
| TOP INDIVIDUAL PRODUCTS | ||
| RED BULL ORIGINAL | $2,906,001,045 | 1.4% |
| MONSTER ENERGY ORIGINAL | $1,685,416,191 | 8.7% |
| RED BULL SUGAR-FREE | $762,270,997 | 7.1% |
| MONSTER ENERGY ZERO ULTRA | $660,371,312 | 14.1% |
| NOS | $446,382,275 | 7.0% |
| MONSTER ENERGY LO CARB | $286,912,823 | -2.6% |
| MONSTER MEGA ENERGY | $235,638,569 | -2.8% |
| RED BULL THE BLUE EDITION | $218,145,853 | 9.8% |
| ROCKSTAR ORIGINAL | $210,716,825 | -9.0% |
| RED BULL THE YELLOW EDITION | $197,874,241 | 13.6% |
| MONSTER JUICE | $188,325,365 | 3.4% |
| ROCKSTAR PURE ZERO | $164,861,172 | 11.8% |
| MONSTER ENERGY ULTRA SUNRISE | $156,979,865 | 15.3% |
| ROCKSTAR PUNCHED | $133,589,889 | 1.3% |
| RED BULL THE GREEN EDITION | $132,699,041 | 33.3% |
| RED BULL THE RED EDITION | $122,999,446 | 8.1% |
| MONSTER ENERGY ABSOLUTE ZERO | $120,982,454 | 0.2% |
| FULL THROTTLE | $116,888,250 | -2.9% |
| RED BULL THE ORANGE EDITION | $112,746,292 | 12.5% |
*Data source¹
Red Bull is definitely still reigning as supreme but Monster is making some good gains. It’s also interesting to see that sugar-free energy drinks seem to be growing while many of the sugar-laden varieties have been declining in sales.
Here’s some older data for the worldwide energy drink market for comparison to the USA market.
Worldwide Top 15 Energy Drinks
Based on worldwide sales figures here’s how the energy drink brands stack up worldwide.
| Rank | 2018 | Brand Owner |
|---|---|---|
| 1 | Red Bull | Red Bull GmbH |
| 2 | Monster | Monster Beverage Corp |
| 3 | Red Bull | TC Pharmaceutical Industry Co Ltd |
| 4 | Rockstar | Rockstar Inc |
| 5 | Eastroc Super Drink |
Shenzhen Eastroc Beverage Co Ltd |
| 6 | Hi-Tiger |
Fujian Dali Food Co Ltd |
| 7 | Lucozade | Suntory Holdings Ltd |
| 8 | NOS | Monster Beverage Corp |
| 9 | Oronamin | Otsuka Holdings Co Ltd |
| 10 | Burn | Monster Beverage Corp |
The data for the above table was provided to us by Euromonitor International who tracks the worldwide sales of energy drinks and many other consumer products.
Red Bull has a sizable lead in the USA, but worldwide the energy drink giant has a massive lead over any other competitor.
2018 Top Selling Energy Shot Brands
| Brand | Dollar Sales | Change From Prior Period |
|---|---|---|
| ENERGY SHOT CATEGORY TOTAL | $1,061,553,592 | -0.7% |
| TOP MANUFACTURERS | ||
| LIVING ESSENTIALS LLC | $960,187,628 | -1.0% |
| NVE PHARMA INC | $32,831,777 | -6.2% |
| LEO SCIENTIFIC INC | $20,489,047 | 13.4% |
| PRIVATE LABEL | $15,815,808 | 7.8% |
| RHINO RUSH LLC | $8,450,342 | 3.7% |
| TOP INDIVIDUAL PRODUCTS | ||
| 5 HOUR ENERGY ENERGY SHOT | $960,187,628 | -1.0% |
| TWEAKER ENERGY SHOT | $20,489,026 | 13.4% |
| PRIVATE LABEL ENERGY SHOT | $15,815,808 | 7.8% |
| STACKER 2 XTRA ENERGY SHOT | $15,568,829 | 7.5% |
| RHINO RUSH ENERGY SHOT | $8,450,342 | 3.7% |
| STACKER 2 EXTREME ENERGY SHOT | $8,436,447 | -3.0% |
| STACKER 2 ENERGY SHOT | $8,411,108 | -24.6% |
| EE ENERGY SHOT | $5,733,339 | 23.9% |
| VITAL 4U SCREAMIN ENERGY MAX HIT ENERGY SHOT | $2,970,687 | -1.8% |
| RIP IT ENERGY FUEL ENERGY SHOT | $2,631,349 | -6.5% |
| VPX REDLINE ENERGY SHOT | $1,535,330 | 21.7% |
| VPX REDLINE XTREME ENERGY SHOT | $1,451,743 | -11.0% |
| VITAL 4U LIQUID ENERGY SHOT | $1,164,015 | -2.2% |
| E6 ENERGY SHOT | $1,025,657 | -38.7% |
| ENERGY 2000 ENERGY SHOT | $1,004,262 | -18.7% |
| VITAL 4U SCREAMIN ENERGY SHOT | $917,902 | 27.6% |
| VPX REDLINE MAX 7 HOUR ENERGY BOOST SHOT | $768,458 | 44.0% |
| JUBI ENERGY SHOT | $586,614 | -42.5% |
| PICKLE JUICE SPORT ENERGY SHOT | $464,006 | 144.6% |
| GUAYAKI YERBA MATE ORGANIC ENERGY SHOT | $427,329 | -3.8% |
*Data source ¹
5 Hour Energy certainly has the energy shot market cornered with none of the others anywhere in the same universe as 5 Hour, but the whole market segment isn’t is down over the previous year sales-wise.
2018 Top Selling Energy Drink Mixes
| Brand | Dollar Sales | Change From Prior Period |
|---|---|---|
| ENERGY DRINK MIX CATEGORY TOTAL | $102,834,838 | 19.3% |
| TOP MANUFACTURERS | ||
| KRAFT HEINZ CO | $46,401,041 | 12.6% |
| PRIVATE LABEL | $29,984,262 | 13.6% |
| ZIPFIZZ CORP | $21,536,436 | 37.2% |
| FOUR C FOODS CORP | $3,851,421 | 45.5% |
| TRUE CITRUS CO | $631,359 | |
| TOP INDIVIDUAL PRODUCTS | ||
| PRIVATE LABEL ENERGY DRINK MIX | $29,984,262 | 13.6% |
| CRYSTAL LIGHT ENERGY ON THE GO ENERGY DRINK MIX | $24,746,226 | 10.2% |
| ZIPFIZZ ENERGY DRINK MIX | $21,536,436 | 37.2% |
| CRYSTAL LIGHT ENERGY ENERGY DRINK MIX | $16,954,457 | 7.7% |
| CRYSTAL LIGHT PURE ENERGY DRINK MIX | $4,137,781 | 65.0% |
| 4C TOTALLY LIGHT 2GO ENERGY RUSH MIX | $3,751,154 | 49.0% |
| TRUE LEMON ENERGY DRINK MIX | $631,359 | |
| CRYSTAL LIGHT ENERGY DRINK MIX | $558,536 | 14.6% |
| POWER EDGE ENERGY DRINK MIX | $224,938 | 4.5% |
| STRIKE FORCE ENERGY DRINK MIX | $105,160 | |
| 4C TOTALLY LIGHT TEA2GO ENERGY RUSH MIX | $96,907 | -19.5% |
| SOS ENERGY DRINK MIX | $33,822 | 124.7% |
| EBOOST ENERGY DRINK MIX | $26,700 | 71.0% |
| HEALTHY MAMA ENERGY DRINK MIX | $25,452 | |
| VERSANTO ENERGIA ENERGY DRINK MIX | $7,511 | -45.7% |
| SKRATCH LABS ENERGY DRINK MIX | $5,600 | -26.7% |
| CRYSTAL LIGHT PURE ENERGY MIX | $4,041 | 65.5% |
| 4C TOTALLY LIGHT ENERGY RUSH MIX | $3,360 | -64.8% |
| VITA SQUENCHERS ENERGY DRINK MIX | $616 | -44.3% |
| VOLO VITAMINS ENERGY DRINK MIX | $483 | -98.2% |
*Data source ¹
Unlike the energy shot category, the energy drink mix category experienced the largest amount of growth compared to the previous period. This category is even growing faster than the RTD energy drink category. Energy drink mixes are typically much cheaper per serving but offer the same benefits as RTD energy drinks which may be the key to their increasing popularity.
Which Companies Own Which Brands?
It’s also interesting to note that some parent companies own several different brands of energy drinks. Here’s a bit of the breakdown.
- Coca Cola owns Burn, and Relentless but has given Monster Energy the rights to these brands.
- Pepsi Co. owns Amp, Starbucks bottled drinks, Mountain Dew Kickstart but sold No Fear.
- Monster also owns Worx Energy Shot.
- Coca-Cola just bought a 17% Stake in the Monster Beverage Company. Monster will take over Coke’s Energy Drink Brands and Coke takes over Monster’s Hanson brand.
- Rockstar is still flying solo, but is distributed by Pepsi.
References
- 1. Data for 52 weeks ended 10/07/18 Total US Multi-Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military, and Select Club & Dollar Retailers) provided by "IRI, a Chicago-based market research firm (@iriworldwide)".
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