Milling & Baking News Corporate Profiles - October 2012 - (Page 32)

Beverages Beverages Categories increasingly blur into one another Global energy drinks by region 4.0% 4.9% 7.5% 39.4% 15.4% 25.0% 2007 - 3,258 million liters Source: Zenith International E nergy drinks charged further into the spotlight of the beverage category in 2012. Surging sales continued amid a whirl of one rumored acquisition and potential political intervention. Other beverage categories seemed to blur as The Starbucks Corp. entered the energy drink category and Trop50, a fruit juice brand, entered the tea category. Sugar reduction received focus in the juice and tea category. Global energy drink consumption increased 14% in 2011 to reach 4.8 billion liters, according to London-based Zenith International. Average growth volume from 2007-11 was 10% a year while value grew by 13% a year. Zenith International estimates the global market will soar another 35% to 6.5 billion liters by 2016. According to SymphonyIRI, a Chicago-based market research ﬁrm, U.S. sales of non-aseptic energy drinks rose more than 13% to $1.15 billion 2.5% 1.3% Africa Australasia 4.2% 6.8% 5.2% 8.0% 16.9% 21.9% 35.9% 1.2% Latin America Middle East East Europe West Europe Asia Pacific North America 2011 - 4,822 million liters for the 52 weeks ended Aug. 12, 2012. The sales covered supermarkets, drug stores and mass merchandise outlets, excluding Wal-Mart Stores, Inc. The top-selling Red Bull brand experienced sales growth of 12% to $504.9 million. Monster Energy was second with a sales increase of 14% to $256.3 million. Published reports earlier this year focused on whether The Coca-Cola Co., Atlanta, might acquire Monster Beverage Corp., Corona, Calif. The Coca-Cola Co. on April 30 stated, “Coca-Cola has a distribution relationship with Monster in many markets, including the United States. Therefore, we are always in contact with Monster to maximize the value of our commercial arrangements. At this LEADING SINGLE-SERVE LEADING SINGLE-SERVE energy drink vendors 1 2 3 4 5 6 7 8 9 10 Dollar sales Red Bull North America, Inc. $518,854,000 Monster Beverage Corp. $345,875,500 Rockstar International $142,679,500 PepsiCo, Inc. $51,027,200 High Performance Beverage $19,445,520 The Coca-Cola Co. $13,969,920 Dr Pepper Snapple Group $8,198,370 The FRS Co. $7,443,849 Xyience Xtreme Science $5,835,602 Inspiration Beverage Co., L.L.C. $3,885,226 Total $1,147,879,000 % change from year ago 15.4% 20.0% 13.4% -13.0% 12.7% -7.1% -23.7% -7.2% 18.6% 71.0% 13.5% energy drink brands 1 2 3 4 5 6 7 8 9 10 Red Bull Monster Energy Rockstar Monster Rockstar Sugar Free AMP Energy Rockstar Recovery NOS Java Monster Monster Mega Energy Total Dollar sales $504,928,500 $256,286,400 $51,557,610 $38,724,180 $34,149,690 $32,522,870 $24,093,490 $19,445,520 $16,303,800 $16,176,330 $1,147,879,000 % change from year ago 12.3% 13.9% 17.0% 360.7% 0.3% -1.7% 44.8% 12.7% -12.0% 16.2% 13.5% Data for 52 weeks ended Aug. 12, 2012 Total U.S. - Supermarkets, Drugstores and Mass Merchandisers excluding Wal-Mart Source: SymphonyIRI 32 \ October 2012 Milling & Baking News • Food Business News • Baking & Snack • Meat & Poultry Corporate Proﬁles

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Milling & Baking News Corporate Profiles - October 2012