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Restaurant Industry News
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Sunday June 11th, 2006 |
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Soft-drink sales fizzle while thirst for energy sizzles
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Image important as buyers switch from regular sodas |
U.S. soft-drink sales are slipping, and many experts blame that on a diet-conscious society. But high-calorie energy drinks, similar to fizzy, caffeinated soda, are flying off store shelves.
Image, not nutrition, may be the reason.
"Many traditional regular carbonated soft drinks aren't growing, but paradoxically other products which are just a bit different, like energy drinks and flavored sparkling waters, are growing," said John Sicher, editor of trade magazine Beverage Digest. "Some consumers are looking for products which have attributes or imagery beyond good taste and refreshment."
Energy drink brands are largely marketed as beverages for party goers for their high levels of caffeine, vitamins and other ingredients designed to boost energy.
U.S. sales of energy drinks are expected to jump more than 70 percent in 2006 from $3.5 billion last year, according to Beverage Digest. That growth contrasts with a fall in soft-drink volume in 2005 for the first time in two decades.
External Source - For the complete article click here
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