Energy Drinks - Consumer Attitudes

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Energy Drinks - Consumer Attitudes

In the US as well as the larger global market, young males generally demonstrate a more positive perception and preference for energy drinks, while women and those of an older age have a less favorable view of this beverage category. Those who favor energy drinks largely believe that they offer a source of increased energy and focus, as well as a unique and pleasant taste and flavor. However, some research indicates that newer generations, such as Generation Z, may not view energy drinks as favorably as their millennial predecessors.

GENERAL CONSUMER PERCEPTIONS

  • A recent study of 4,700 people from the US, UK, India, Kenya, Nigeria, South Africa and the Philippines reported that the primary reasons consumers purchase energy drinks are because they believe the beverages will give them increased energy (66%) or increased focus (29%).
  • Additionally, this global study revealed that consumer perceptions and preferences for energy drink flavors were a "key reason" behind purchases for 42% of energy drink consumers, particularly for those under 25 years of age.
  • Similarly, a research study published in The Indian Journal of Nutrition and Dietetics reported that consumers generally purchase energy drinks due to perceptions about the beverage's favorable taste (64.4%), its favorable flavor (60.6%) or because they believe energy drinks in general would help them "feel energetic" (57.2%).
  • Notably, The Indian Journal of Nutrition and Dietetics also reported that the most frequent consumers of energy drinks (53.3%) believe that they provided extra energy.
  • Additionally, research focused on the UK highlighted that the "majority of people" who purchase energy drinks believe that they increase energy levels (57%).

PERCEPTIONS BY AGE & GENDER

  • Meanwhile, global research has suggested that perceptions of energy drinks are significantly more positive among men than women, with 51% of women preferring coffee or carbonated drinks to energy drinks, while only 35% of men see these options as preferable to energy beverages.
  • Ultimately, the study concluded that young men are most likely to view energy drinks in a favorable light, and highlighted the "potential opportunity" for energy drinks to "focus on improving the perception" of these products among women.
  • Similarly, research focused on Pacific Island Countries and Territories came to the conclusion that adolescent males generally have a positive perception of energy drinks, and that this cohort demonstrates significant consumption habits related to these beverages as a result
  • Specifically related to the millennial generation, business consulting firm Grand View Research added that US millennials in particular enjoy energy drinks for their "unique taste and flavor" as well as a perception that energy beverages are "unconventional drinks."
  • However, according to market research company, Mintel, Generation Z consumers in the US may represent a "long-term issue" for energy drinks, due to the cohort's "waning interest" and less encouraging perceptions of the beverage category.
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