Low initial investment if infrastructure in place.Barrier to entry is not extremely high.Young adults (teenagers and people in their 20s).Focusing on the traditional canned energy drink.Energy drink segment includes options such as shots, ready-to-drink and powder forms.Beverages that contain caffeine in combination with other presumed “energy enhancing” ingredients such as taurine, herbal extracts and B Vitamins.A non-alcoholic drink that includes in its formulation ingredients such as herbs, minerals, vitamins, amino acids and/or additional raw fruit or vegetables įunctional Beverage Industry Nutraceutical Drinks 10% Energy Drinks 63% US Functional Beverage Industry.Energy drinks categorized as a Functional Beverage.Similar ingredients lead to importance of pricing strategies.
Substantial industry growth in past decade.College students a major target population.The Energy Drink Industry Kurt Ondash, Hugh Stewart, Andrew Brown, Mike DiChiara
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