Though the energy drink and shots market grew 17% in 2012 and is expected to reach $21.5 billion by 2017, it still accounts for just 3% of the non-alcohol beverage market, notes a Packaged Facts report. Opportunities to boost energy drink consumption include tying the drinks and shots to weekly rituals like sports, or urging consumers to drink them in place of morning coffee or to combat afternoon energy loss.

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