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A Pilot Study of the Market for Energy Drinks

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  • Capps, Oral, Jr.
  • Hanselman, Robin D.

Abstract

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.

Suggested Citation

  • Capps, Oral, Jr. & Hanselman, Robin D., 2012. "A Pilot Study of the Market for Energy Drinks," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(3), November.
    • Handle: RePEc:ags:jlofdr:158987
    DOI: 10.22004/ag.econ.158987
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    References listed on IDEAS

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    1. Maynard, Leigh J. & Veeramani, Venkat N., 2003. "Price Sensitivities for U.S. Frozen Dairy Products," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 35(3), pages 599-609, December.
    2. Maynard, Leigh J. & Veeramani, Venkat N., 2003. "Price Sensitivities for U.S. Frozen Dairy Products," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 35(3), pages 1-11, December.
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    Cited by:

    1. Haeck, Catherine & Lawson, Nicholas & Poirier, Krystel, 2022. "Estimating consumer preferences for different beverages using the BLP approach," Economics & Human Biology, Elsevier, vol. 46(C).

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    Keywords

    Demand and Price Analysis; Marketing;

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