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Energy drinks thirst for users, Mintel says

This article was originally published in The Tan Sheet

Executive Summary

Consumers uninterested in energy drinks will remain so unless beverage makers develop products with broader appeal, says an analyst with Mintel. Sales of energy drinks and shots grew 136 percent from 2005 to 2009, but the segment is too reliant on the same core customers - only 1 million new consumers aged 18 and older began using the products from 2007 to 2009, the Chicago-based market research firm said Aug. 11. "Providing consumers with more flavors, less sugar and reduced caffeine content are all ways for companies to attract more customers," said Mintel senior analyst Garima Goel Lal

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