From Coffee to Cans: A U.S. Caffeine Shift

Younger generations are reshaping caffeine consumption. Our U.S. Household Products and Beverage Analyst Dara Mohsenian discusses how the growing appetite for energy drinks could influence beverage habits for years to come. 

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Dara Mohsenian: Welcome to Thoughts on the Market. I'm Dara Mohsenian, Morgan Stanley's U.S. Household Products and Beverage Analyst. 

Today, we're going to talk about how the next generation of U.S. consumers is really redefining their daily caffeine boost. 

It's Monday, August 31st at 10am in New York. 

For generations of Americans, caffeine has been synonymous with coffee. You wake up, make a pot, or stop at a coffee shop and start your day. 

But the picture today is different. Younger consumers have grown up with many more choices to jumpstart their day. Walk into a convenience store, gym, or college library these days, and you'll see that energy drinks are increasingly becoming an alternative for getting their caffeine boost. 

The reason people are drinking more of these caffeinated beverages is pretty straightforward. They want more energy. Among consumers who increased their energy drink consumption over the prior three months, 61 percent said they needed more energy. 

Experimentation is important, too. 44 percent cited trying new flavors, and 37 percent said they were trying new brands. 

Our survey of roughly 3,000 U.S. consumers points to significant runway for energy drinks going forward. When we spoke to current energy drink consumers, a net positive 19 percent expected to increase their consumption over the next three months. That's well above our prior surveys and is true for both men and women. 

Perhaps more interesting is who expects to drink more. Demographics have always been a key driver of energy consumption. The younger generation is increasingly choosing energy drinks over, historically, coffee and carbonated soft drinks. In our survey, importantly, if you look at the 25- to 34-year-old and 35- to 44-year-old age groups, they actually showed the strongest forward intentions to increase consumption. This means that the consumers who embrace energy drinks at the very young ages don't appear to be aging out of the category as they become older. They're taking the habit with them, essentially. 

It's also important to point out that caffeinated drinks is not a zero-sum game. Yes, the generational preferences are shifting, but the total pie is really growing here. Energy drinks is the biggest share gainer within caffeinated drinks, but only 20 percent of incremental energy drink consumption in our survey came directly from switching from coffee, and 22 percent directly from switching from carbonated soft drinks. So, most of the demand is actually incremental to caffeinated drinks in general. 

Going forward, we do expect energy drinks to be the highest growth segment within caffeinated drinks, growing at a high single-digit rate. We're even seeing it replace areas such as alcohol and snacks as it's moved to that affordable indulgence. And that's particularly driven by GLP-1, also accentuating the need for caffeine for consumers who are losing weight and have less energy.

So, we see robust high single-digit energy category growth as likely to continue. That's been the compound rate, 9 percent over the last 15 years. Going forward with the demand drivers we talked about in a rational pricing environment, we see that likely to sustain. 

And much of the energy top-line momentum has been supported by new products and innovations. That includes zero sugar drinks. They're perceived as better for you. They're attracting new consumers, particularly women. And also, older consumers are sticking with the products as they age. 

Energy drinks have also become more affordable versus other beverage categories, particularly beverages, where the price increases have been sharper. Convenience is another part of the appeal. Among consumers who recently switched from coffee to energy drinks, 57 percent cited more caffeine per beverage and 45 percent pointed to convenience. Nearly half preferred the flavor of energy drinks, while 45 percent cited greater flavor variety. 

There may also be room for energy drinks to show up in more places. In our survey, 47 percent of consumers said they would buy more energy drinks if they were available in vending machines, 46 percent in fast food and fast casual restaurants, 37 percent in coffee shops, and this is showing up in custom energy drinks at a lot of the coffee shops covered by my colleague Brian Harbor. Again, it's expanding the pie. It's not just about taking share from carbonated soft drinks or coffee. 

So, America's caffeine habit is really enduring, and it's expanding. Younger consumers, they have more flavors, more formats, more ways to fit caffeine into different parts of the day, and those caffeinated preferences don't appear to be tapering off as consumers age. 

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