Disrupting the Better-for-You Energy Drink Market
Situation:
A better-for-you energy drink startup aimed to disrupt the traditional energy drink category, but they needed a deeper understanding of the current landscape and consumer preferences to develop a product that would stand out.
Key Questions:
What does the current energy drink landscape look like?
Do consumers want sugar-free or healthier options?
What amount and type of caffeine do consumers expect in an energy drink?
What are the common flavor profiles associated with energy drinks?
Why do some consumers reject energy drinks and choose other caffeine alternatives, such as coffee?
Our Solve:
We conducted custom surveys targeting both energy drink acceptors and rejectors. The surveys helped us uncover why certain consumers gravitated toward energy drinks, while others avoided the category. We then performed a comprehensive competitive analysis of the market to understand key elements, such as:
Semantics and messaging strategies.
Ingredient levels (sugar, caffeine).
Flavor profiles.
Price points.
Consumer demographics within each brand.
Marketing communication and strategies used by key competitors.