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Will Moms On The Go Guzzle Energy Drinks?; Hansen Natural wants to sell the young man's beverage to everybody.(INDUSTRY SNAPSHOT)(TOP OF THE LIST)
Byline: PATRICK SEITZ
Energy drinks aren't just for young men anymore.
Hansen Natural is expanding the category to women, older men and anyone who could use a boost during the day.
The Corona, Calif.-based company gets about half of its annual sales of $120 million from energy drinks such as its Monster brand products. They've helped to make Hansen a top performer among publicly traded soft drink companies this year.
The traditional market for energy drinks has been 18- to 40-year-old males. But Hansen is rolling out new products geared to a range of age groups, demographics and lifestyles. That includes low-carb versions for dieters and larger cans for younger consumers.
The energy drink category, launched in the U.S. in 1997, is still a "very small niche," but should experience strong growth as it spreads to a broader consumer base, says Rodney Sacks, Hansen's chairman and chief executive officer.
"Ultimately everyone needs energy," Sacks said. "Our lives are more hectic now than they were 10 years ago."
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