Nearly one-third of energy drink buyers consume them daily

The latest data from Caddle reveals brand is much more important to men.


New research from data insights firm Caddle reveals that 18% of Canadian consumers consume energy drinks. What’s more, nearly one-third of energy drink consumers drink the beverages daily and just over half consume them a few times a week, with exercise and sports usage occasions driving consumption.

Caddle’s data from July also reveals that flavour is the most important factor for consumers, as 41.3% of Canadians use this to decide which energy drink to purchase. Brand is second, with 21.9% of the vote, and is 25% more important for men than women. This is followed by sugar content at 10.4%. The least important draws are natural ingredients (5.5%), hours of energy (4.5%), and athlete endorsement (0.1%).

A similar percentage of males and females consume energy drinks daily or more: 29.9% of males vs. 29.5% of females. However, males over-index on overall consumption, representing 57.1% of buyers.

Gen Zers are 238% more likely to consume energy drinks than Boomers, with only 8% of that demo report consuming energy drinks.

Exercise is the number one energy drink usage occasion at 37.3%; followed by sports at 24.7%; household chores at 20.2%; and studying at 17.1%.

According to Caddle data, 41.2% of males consume energy drinks for exercise in comparison to the 31.5% of females, whilst only 15.5% of men consume energy drinks for household chores compared to 27.2% of women.

Marketers should note that there are opportunities in other usage occasions, with “none of the above” cited by 29% of respondents. For example, Monster, which has been linked to mixed martial arts and extreme sports, is aligning itself with Live Nation for an in-store shopper marketing promo built around the live music experience.

When it comes to market share, Red Bull is the most popular choice, with 52.7% of Canadians choosing the brand to give them wings, while Monster Energy (38.9%) and Rockstar (35.6%) are in the #2 and #3 spots. The data also shows that 19% of consumers report a preference for “other” brands, such as plant-based challenger Guru, which is going after convenience consumers with an extensive campaign to secure more shelf space in that high-growth channel.