Sales of energy drinks have increased consistently in the United States in recent years. It comes as no surprise that there has been simultaneous growth in energy drink sales volume; sales grew by 10.5 percent in the most recent sales year. The U.S. energy drink market is mainly dominated by key players such as Monster Beverage Corp, Red Bull North America Inc, and Rockstar Inc., based on sales figures. Red Bull generated U.S. sales worth almost three billion U.S. dollars with its energy drink that "gives you wings". Monster Energy reported sales of 1.76 billion U.S. dollars in the same year.
According to a recent consumer survey, about 47 percent of respondents indicated to consume energy drinks several times per week. When buying energy drinks, supermarkets and general merchandisers as well as convenience stores and gas stations seemed to be the predominant distribution channels. The energy drink brand itself, the taste, and an affordable price were cited as important product attributes.