With stress and tiredness being one of the strongest growing global consumer health [HealthFocus Global consumer trend survey] it is not surprising to witness the explosion of entrants into the energy drinks category. This is also fuelled by the global growth of  the ‘Managers’ - one of the six HealthFocus consumer segments. These are busy people who, among other key characteristics, are seeking to maximise their performance and energy on any given day. 

While visiting HealthFocus International at their offices in St. Petersburg, Florida, where we planned for the 2009/2010 surveys,  I visited CVS Pharmacy and saw the power of the Energy Trend on the shelves. (For more information about HealthFocus global 2008 health trends and time schedule for the 2009/10 HealthFocus survey, just contact Sam@healthymarketingteam.com)

Consumers have long sought a way to boost their energy, but recently there’s been a trend to the more extreme and overtly packaged delivery of energy as power.  It’s a trend which is leaving category leader Red Bull looking tame!

In my video report I show an EXTREME ENERGY 6-Hour Shot - packaged exactly like D Cell batteries - we are invited to “Feel the Rush!” which “Works blazing fast!” with “No Crashing” and “Zero Sugar”. Even the colour looks like Energizer Max!

Re-charge Shot

6 hours of energy?

The Healthy Marketing Team Analysis:
The target of the sleep deprived or serious boost seeker is clear. The benefit is face-slappingly obvious, but when I consider what’s inside? Or which brand is ‘boosting’ me? … I’m left less than convinced. I’d have to be pretty tired to consume one of these over a trusted brand with clear ingredients. They’re leaving too much unsaid.

Check out the Red Bull case study in Peter´s new book “Wennstrom’s Four Factors of Success” and discover the success factors behind the brand who invented the category!

Other products on this trend: