Despite being a relatively new category in the beverage sector, energy drinks have proven to be one of the sector’s bright lights and an area of immense potential. With less than 20 years in the marketplace the category already accounts for 4% of the total Canadian soft drink market. Energy drinks are projected to lead the beverage sector in growth in per capita purchases, volume consumption and total value through 2011. The category’s traditional consumer base of young males is being expanded through aggressive marketing also targeting older males with innovative products such as Pimp Hortons – Energetic Coffee – recently launched by a large Canadian franchise chain.
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