Energy Drinks Research

Research

Red Bull, today's market leader in the energy drinks market. Red Bull was started by Austrian Businessman  Dietrich Mateschitz targeting young Europeans but many clubs in the Western American Coast began selling Red Bull as a cocktail mixer. Realising its demand in the US, Red Bull began to distribute its energy drink in the United States in 1997. This decision proved to be highly successful as revenue doubled each year reaching more than $1 Billion. Red Bull have consistently been the market leader in energy drinks but other companies such as: Monster, Rockstar and Full Throttle are catching up.

In 2006 Red Bull monopolised the energy drinks market with 42.6% market share, this compared to their closest competition Monster who controlled 14.4% of the market. The year after their was a major shift with Monster catching up controlling 27.3% of the market, much closer to Red Bull who have 35.2% of the market. No longer the energy drinks monopoly. Their are a few reasons for this change, a big reason being the value of money consumers get with Monster energy drink over Red Bull. A 500ml can of Monster energy drink costs approximately £1.50 compared to a 355ml Red Bull can which costs on average £1.58.

Monster has a diverse their energy drinks into:

• Monster Energy
• Monster Khaos
• Monster Ripper
• Monster Export
• Monster Rehab
• Monster Hammer
• Monster Midnite

Monster have created all these products to appeal to a wide mainstream audience. Monster have also appealed to people with different moods. Creating Monster Rehab markets the product as a calmer alternative to the Monster Energy and as if the consumer is going through calm rehab from the high powered energy drink. Monster Energy drinks rely more on word of mouth advertising than TV or Radio commercials and have become popular from this. Red Bull TV commercials are market around the same slogan "Red Bull Gives You Wings".