Energy Drinks: Monster, Red Bull Underperform U.S. Category in Nine-Month Data
Category Continued to Soften
November 7, 2024
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US Energy drink leaders Monster and Red Bull underperformed the category at retail for the first nine months of this year, according to BD data. Monster posted a -1.9% volume decline and a -1.6% dollar decline. Red Bull volume sales fell -3.8% as dollar sales grew +2.8%. The two brands, which make up more than half of category volume, lagged a US energy category that posted volume and dollar sales