Unlike many of the other beverage segments, the energy drink market grew in the last decade. In the United States in particular, this dynamic and fast-moving industry has grown from a few million dollars of business per year to become a multi-billion-dollar market.
The fundamentals of energy drink brands are simple but important. Firstly and most importantly is brand identity. Brand identity also involves identifying who the consumer is and developing a way to create a unique personality for the energy drink.
Determining what types of ingredients is the next step. Based on a brand identity, consider what would appeal to the core consumer. Are consumers interested in organic drinks? Natural drinks? Does the amount of caffeine make a big difference? Most importantly, consider how to make a new energy drink product stand out from the crowd in such a highly competitive energy drink market.
Next, consider packaging. Is the consumer interested in value as a first priority? Aluminum cans or plastic bottles are good packaging because they are inexpensive to manufacture and the consumer receives the savings. A more high-end product should appear in a glass bottle.
With the energy drink brand developed, the next thing to consider is whether to create private label versions, white label versions, diet drinks, energy shots, and the like. Beverage marketing companies will have their opinions about what to do next, but it is best to talk to a company that has actually run an energy drink business.
Power Brands can help differentiate new energy drinks from the competitors. Product positioning is a crucial part of succeeding in the energy drink market. Going head-to-head with the likes of Red Bull, Monster and Rock Star is a losing battle. Work with a company that has helped introduce and run energy drink brands all across the world. Contact Power Brands now for a free consultation.