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Home > Healthcare > Pharmaceutical > Vitamins & Dietary Supplements
Energy shots: birth of a new premium-priced, high-growth category
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- 1. Executive summary
- Some rules for success in the new energy shot category
- 2. The US market: brand sales, market data and forecasts
- 2.1 Market data
- 2.2 Super-premium pricing
- 2.3 Case study - Could 5-Hour Energy be the next Red Bull?
- 2.4 Case study - Zen shot promises “natural energy”
- 2.5 Can the big brands compete?
- 2.6 Case study - Red Bull moves into energy shots
- 2.7 Case study - Coca-Cola’s NOS power shot
- 3. The European market: brand sales, market data and forecasts
- 3.1 Market data
- 3.2 Opportunities in Europe
- 3.3 Super-premium pricing
- 3.4 Case study - Quick Energy
- 3.5 Case study - Powershot
- 3.6 Case study - An opportunity for dairy?
- 4. Brand identity, marketing communications and the target consumer
- 4.1 Marketing messages defined by “sugar-free” and “no crash”
- 4.2 Success from attracting new consumers to energy
- 5. Seven strategy lessons from the energy shot category
- Lesson 1: New category creation and disruptive innovation is the most successful strategy
- Lesson 2: Provide a benefit that consumers can feel
- Lesson 3: Focus on one benefit, one brand
- Lesson 4: Offer I-nutrition
- Lesson 5: Innovate in packaging
- Lesson 6: Make your product premium-priced
- Lesson 7: Look to Asian ideas
- Charts and tables
- Chart 1: US sales of energy shots in 2008, shown by month
- Chart 2: US sales of the follower brands in the energy shots market in 2008, shown by month
- Chart 3: US market - energy drinks are premium-priced; daily dose energy shots are super-premium
- Chart 4: UK market - energy drinks are premium-priced, energy shots are super-premium
- Table 1: Energy Shot stars
- Table 2: Top US energy shot brand sales and market size
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