A Pilot Study of the Market for Energy Drinks

The energy drink market is one of the fastest growing markets in the non-alcoholic beverage industry. Yet, relatively little is known about this set of “new age” beverages. To fill this research void, we provide a historical perspective on this market and gather information from a local retailer located close to the campus of Texas A&M University to estimate the demand interrelationships for major energy drink brands (Full Throttle, Monster, Red Bull, and Rock-star). We employ the Barten synthetic demand system in this regard and obtain estimates of own-price, cross-price, and expenditure elasticities for the respective brands.


Issue Date:
2012-11
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/158987
Published in:
Journal of Food Distribution Research, Volume 43, Number 3
Page range:
15-29




 Record created 2017-04-01, last modified 2017-08-27

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