The promise of "energy" has been a big seller in the beverage industry in recent years, with the energy drink market increasing 17 percent in 2011 even as broader softdrink consumption has continued to decline, according to Beverage Digest.
Drinks are a good place to be in right now: Fruit juice and dairy products are rising 18% a year in consumption, much faster than the 15% for the beverage industry overall, according to figures from the SoftDrink Industry Association (Asrim).