Cynics said they would never catch on. Who would cough up $2.99 for a mouthful of caffeine, taurine and vitamins when you can enjoy a coffee and a snack - or a whole can of your favourite energy drink - for the same price?
Well, rather a lot of people, it appears. In the space of just six years, energy shots have come from nowhere to break the billion dollar sales barrier, attracting everyone from weary office workers looking for a mid-afternoon pick-me-up to sports enthusiasts and military personnel.
In this series of articles, FoodNavigator-USA explores the opportunities and challenges in a market that did not even exist a decade ago.
Click here to check out the latest energy shot market data from Symphony IRI.
Click here for analysis from market researchers Mintel and Euromonitor .
Click here to see how market leader 5-Hour Energy plans to stay ahead of the game.
Click here to read about an usual new entrant to the market, the first refrigerated energy shot...
Click here to find out whether On Point Energy has what it takes to succeed in the market.
Click here to find out why Red Bull has pulled out of the US shots market.
Click here to find out what the boss of Monster Energy thinks about the category’s prospects.
Click here to find out what’s next for energy in our exclusive interview with the entrepreneur behind new dissolvable Energy Strips.