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Competition in Energy Drinks, Sports Drinks, and Vitamin-Enhanced Beverages
Executive Summary
Beverage companies were intent on expanding the market for alternative beverages by
introducing energy drinks, sports drinks, and vitamin drinks in more and more emerging
international markets. Energy drinks, sports drinks, and vitamin-enhanced beverages were
the stars of the beverage industry during the mid-2000s. Rapid growth in the category,
coupled with premium prices and high profit margins made alternative beverages an
important part of beverage companies' lineup of brands. On the other hand, Fifth
consecutive year data show that U.S. consumers had purchased fewer carbonated soft
drinks than the year before. Carbonated soft drinks sales would continue to decline as
consumers developed preferences for bottled water, sports drinks, fruit juices, readyto-
drink tea, vitamin-enhanced beverages, energy drinks, ready-to-drink coffee, and other
