POTENTIAL

How big is the Energy Drink Market?

Energy drinks have been around for more than a decade, mainly throughout Asia and Europe.  They are fairly new to North America, but have grown in popularity at an amazing pace.  It has been reported that the Energy Drink market grew from $100,000,000 to more than $250,000,000 in just two years ending in the middle of 2002.  Red Bull, the most widely advertised energy drink, claims to sell over one billion cans world-wide each year.

The fast growth of the specialized coffee market has also contributed significantly to creating a demand for daily drinks that provide an energy boost.  The major specialized coffee marketers have been expanding to cold, canned drinks to make the daily use of their products more convenient and practical.  This direction is perfect for Energy Drinks.

The average family drinks several gallons of liquid every day.  Many of those liquids are consumed cold, out of cans and as an energy boost.  A typical "XS Consuming Family" of four easily consumes more than 4 12-packs per month.  This is only 48 cans for the entire family per month.  This is barely 1 can every 3 days per family member.  Anyone who has introduced great tasting XS drinks to their families knows that this is a very conservative amount, and the reality of normal consumption in such families is actually greater.

How does the XS Energy Drink price compare with the market price?

Energy drinks range from $2-$5 per can in convenience stores and restaurants.  XS Energy drink has a suggested retail of $2 per can in the United States.