While other energy shot-makers like Tweaker (+6%) and Stacker (-2.8%) have seen mixed results, they hold less than 3% of the category.
This downward trend in sales has been happening for several years. Unit sales in August saw a year-over-year decline of -7.7%, marking a continuing decline from January 2021 (-13.5%) and August 2020 (-12.6%).
One factor contributing to the softness in the energy shot segment is the perceived lack of innovation.
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5-Hour Energy faces changing marketplace
Edwin Henriquez, Senior Research Analyst at Euromonitor International, points out that the category appears stagnant compared to the dynamic energy drink and functional beverage markets.
Henriquez highlights the growing shift towards powdered formats and healthier, fitness-oriented energy drink options.
Consumers are increasingly seeking products that offer more functionality and engagement, moving beyond mere energy provision. This shift has impacted the appeal of traditional energy shots.
