Who is the target market for energy drinks?
The target population for XS Energy drinks is people who need energy but don’t want the calories and carbohydrates of traditional energy drinks or soft drinks. Energy drinks have been around for more than a decade, and have grown in popularity at an amazing pace. Red Bull, the most widely advertised energy drink, claims to sell over one billion cans world-wide each year. The fast growth of the specialised coffee market worldwide has also contributed significantly to creating a demand for daily drinks that provide an energy boost. The major specialised 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 litres 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 four 12-packs per month. This is only 48 cans for the entire
