The tired and lethargic among America’s population have been a boon to the U.S. energy drink category.
“The segment has benefited from offering functional benefits with strong appeal to millennials, parents, Hispanics and men 18-34,” said Mimi Bonnet, director, U.S. reports – food, drink and foodservice for global market research firm Mintel, in Mintel’s May 2017 “Energy Drinks — US” report.