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Energy drinks growth

This article was originally published in Foodnews

THE US functional beverage market is continuing to grow in the face of criticism, because the drinks are "uniquely and provably" delivering benefits such as energy, according to a new report from Packaged Facts. It said they had caused controversy "as a result of the bad boy image deliberately and very profitably cultivated by Red Bull, and then by me-too energy drink marketers in its wake in an effort to capture the attention of a youthful target market that is moving into prime consumption years". Following recession-led sales slowdowns in 2008 and 2009, in 2010 energy drinks (+10%), sports drinks (+8%), RTD teas (+7%) and fruit/vegetable smoothies (+5%) all grew. Their combined retail sales of USD23 billion were up from USD19 billion in 2006.



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