Energy drinks, shots and mixes grew 60% from 2008 to 2012, according to Packaged Facts, and Mintel estimates sales will grow from $11.3 billion in 2013 to $18 billion in 2018. C-stores are taking note and dedicating more space to the category; almost 60% of all energy drinks are sold at c-stores, according to Packaged Facts. "Most customers are 18- to 30-year-olds, but a few years ago it was probably 18-25. As that population continues to age, I think they're still consuming that same product," said Lisa Dell'Alba, president of Square One Markets.

Related Summaries