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NewswireToday - /newswire/ -
San Francisco, CA, United States, 03/12/2007 - It looks like energy drinks are starting to grow up. While the market is dominated by brands that appeal to the central demographic of regular energy drink drinkers, some companies are beginning to step outside the “extreme bad boy” image box.
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While the market is dominated by brands that appeal to the central demographic of regular energy drink drinkers, namely young adult males between the ages of 12 and 35 which represent about 40% of the market, some companies are beginning to step outside the “extreme bad boy” image box and appeal to a more mature market. One of these companies is Smart Energy Enterprises, who recently released a pair of “smart” energy drinks with special ingredients that change the way the central nervous system processes caffeine, virtually eliminating its negative side effects. Their goal is to appeal to the largely untapped market of post-35 year olds, which represent approximately 35% of the energy drink market.
In Mintel's July 2006 Energy Drink report they state that, “the data suggests an opportunity to launch or position an energy drink as a sophisticated beverage, one that is not for extreme physical situations, but one for everyday mental concentration.” Since the energy drink market has been around since 1997, this consumer type is not an early adopter. “These are people who have not been attracted by the testosterone driven brands currently on the market,” says Mark Michael Lewis, the CEO of Smart Energy Enterprises. “We believe they are ready for a serious message that speaks to their intelligence and desire to care for themselves, in addition to wanting more energy. That is why there is a new category of energy drinks that are “smart” instead of “extreme.” These new brands, such as our SmartPower™ brand, offer a significantly more pleasurable and productive energy drink experience.”
These new smart energy drinks will need to differentiate themselves from category leaders like Red Bull and Rockstar by directly addressing the driving force behind the energy drink market -- the effect the drinks create. By giving people more of the positive energy they want without the negative side-effects they don't, drinks that promote the “smart” energy idea, such as SmartPower™ and 5 Hour Energy, have the opportunity not only to reach this more sophisticated demographic to gain market share, but also to expand the market to people who currently avoid energy drinks because they are “too intense.”
“As the energy drink market expands, people are getting 'smarter' about their choices,” continues Lewis. “The competition to create the most pleasant and powerful experience from an energy drink will be tough, and we plan to stay well ahead of the pack.”
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