To have some information about the potential market demand for your new energy drink, we made a short online survey of 10 questions. The survey was sent by email and put on the blog http://redbull.wordpress.com/. We received responses from 35 persons living in France.
The youngest person questioned is 16 and the oldest 58. We have questioned a large population with different ages because there is no age to appreciate a drink. 1 is under 20. 23 are between 20 and 30 years old. 8 are between 30 and 40 years old and 3 are over 40.
Moreover, 22.9 % of the respondents are males, whereas 77.1 % are women. However, the market of energy drinks is opened to both sexes.
68.6 % of the people polled have already tasted an energy drink. Therefore we can easily see that that the majority knows what an energy drink is and has drunk it. The energy drink market is known by the consumers.
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The competitive market
The energy drinks’ market proposes the following drinks: Red Bull, Dark Dog, Burn, Red Devil, Extreme energy, Shark, Boo.Koo, Power Trip, Go Go, Start me up, Hype and others. The best known beverage is Red Bull: 88 % of the respondents have tasted it and the majority of these people find it good (41 %). The other data we have had are not significant, because the percent of the people who tasted the other drinks is almost zero.
- How often do you consume energy drinks?
The most common consumption rate for energy drinks is occasional: 89.7 % drink occasionally an energy drink and 11.7 % frequently.
- What may influence you to buy an energy drink?
36.4 % of the total respondents are influenced to buy an energy drink by word of mouth. On the contrary, value for money does not seem to have so much importance, given though that only 9.1% are influenced by it. 27.3% buy energy drinks because they have seen ads and 27.3% buy the products of the brand. Consequently, it is necessary to invest a large budget in the marketing campaign: not only about the product, but about the brand too. People who responded “other” to the question “what may influence you to buy an energy drink?” are influenced by habit (“to buy always the same thing”), sports events, the taste or the energy given by the drink. Only 15.2 % buy an energy drink if the price is cheap. The design of the can does not influence so much consumers: 9.1% buy a drink because of the design.
For 58 % of the people polled, the taste of the beverage is an extremely important criteria. The smell and the energizing properties are very important (with respectively 45 % and 42 %), the design of the can and the brand are somewhat important, whereas the range is not very important.
- As to you, what should be improved for a new energy drink?
As to the people asked, two characteristics of the energy drinks should be improved: the taste (65.6 %) and the energizing properties (40.6 %)
- Do you prefer a fizzy drink?
The majority of the respondents to the question « Do you prefer a fizzy drink ? » answered positively. 48.5 % prefer a fizzy energy drink and 24.2 % have no preference.
- The price for a new energy drink
If you want to launch a new energy drink, the price must not be over 2 euros. The average price we obtained from people was 2.04€ max.
For more information, please contact us:
Redbull market research organization
Tel : 00.00.00.00.00
Email : redbulldrink@gmail.com
“Red Bull’s efforts have included sponsoring 
There I enjoyed a lot: I met students like me from parts of the world and at nights I used to go out and to taste all sorts of drinks. That is where I discovered the energy drink named “Red Bull”.