Even though it seems that consumers are drinking energy drinks for a myriad of reasons as demonstrated above, the energy drinks companies seem to follow a general targeting trend as follows:

- Males between the ages of 18 and 25

o      Sports (Red Bull sponsoring extreme sports events such as surfing, Bawls Guarana as the official energy drink of the BMX racing circuit)

o      Video Games (Bawls Guarana sponsoring more than 1000 gaming tournaments a year, and collaborating with Gamefly)

o      Music (Pimp Juice marketed as the “#1 Hip-Hop Energy Drink” by world famous rapper Nelly)

Since Red Bull was introduced in 1997, it has remained the leading energy drink in the industry, claiming to hold 70 to 90% of the global market share (Day, 2004) However, there are currently more than 1,000 smaller players who have entered the market and are trying to get a piece of this rapidly expanding industry.

Competition comes in various forms, including traditional energy drinks such 

• Adrenaline Rush
• Coolah
• Diesel
• Shark
• Monster
• 180
• Mega Energy
• Rock Star
• Bad Boy Power
• Black Horse
• Upshot
• Wired X 
  

Labels: general, research