Energy Drink Makers Target New Demographic

Although the typical energy drink user is reportedly young and male, a
recent news source indicates that a new demographic is emerging as a top
consumer of these beverages—busy, young mothers. Recent data from
Nielsen reveal that busy mothers and their households—categorized as
“Young Bustling Families”—are more likely to drink energy drinks than the
average U.S. household, with a purchasing index of 150, higher than both
“Young Transitionals” or young adults just out of college, and “Independent
Singles” in their 20s and 30s.

In response to these new consumption patterns, some energy drink makers have developed “women-friendly” energy drinks, including a pink lemonade-flavored beverage from which a portion of sales are donated to the Avon Foundation Breast Cancer Crusade, and a beverage with no sugar or calories that apparently features a sweeter, more refreshing flavor, and is packaged in a white can with “feminine design elements.” See Convenience Store News, August 16, 2013.