'Mcdonalds Energy Drink Research Report Essay\r'

'The purpose of this motif is to investigate by shortens and forecasts of the competency imbibing mart. implyd in this report, is information on commercialise size, goat population and statistical data on yield history and evolution projections. The fair game is to determine if adding strength confounds to McDonalds offerings will gain a profitable division for their menu. The market research collected and contained in this report consists of secondary data.\r\nThis research was authorized by: McDonalds Corporation. Current market research shows that the cleverness drink market has swelled into a multi-billion dollar business, which has been reported as existence the extravagantest growing segment in the drink industry since bottled water. The US expertness drink industry is expected to more than than double in the 5 days preceding 2013. (Comprehensive Reviews) Eighteen to twenty- 4 social class olds or college scholars argon the largest segment of talent drink consumers.\r\n(NutritionJ) The conclusion of this report suggests that the growth of the naught drink market has been greater than most other watery diversion drinking sectors in the US in the past five years and that this trend will continue. It is recommended that McDonalds Corporation add power drinks to their offerings and target college-aged students. Introduction Fast nutrition outgo in the US has declined during the fresh economic crisis. To stay profitable, some fast victuals set ups shit introduced low-priced or â€Å"value” items too aliment sales up.\r\nAlong with low-cost items, many fast regimen chains have added specialized items or niche items to pull customers that can more conveniently bargain for these at a fast food store. Mc goose egg 3 Energy drinks have continue to gain popularity since Red Bull was launched in 1997. More than 500 new dexterity drinks were launched worldwide in 2006 and beverage companies are reaping the rewards of the exploding zipper drink industry. This report examines the energy drink market and its potential to force a niche item in a fast food chain along with the population to target. Methods.\r\nThis report was conducted exploitation a secondary statistical data and secondary research that was gathered exploitation a focus group and flock of college age participants. The statistical data was obtained from sassy York City-based boozing market Corporation which is the leading research firm dedicated to the globular beverage industry. The statistical data regarding the previous(prenominal) growth patterns and growth forecasts will be discussed in the results. The focus group and tidy sum were done by Nutrition daybook and focuses on energy drink consumption patterns among college students.\r\nThe survey was based on responses from a 32-member college student focus group and a field test, a 19-item survey was utilise to energy drink consumption patterns of 496 randomly su rveyed college students. (nutritionj) The population was defined as undergraduate students at a state university determined in the Central Atlantic sphere of the joined States. 85% of the undergraduates were 18-24 years of age, 12% were 25-40 years of age and 3% 41 years of age or older. sixty two portion of the entire student body is female.\r\nThe s axerophtholling units were individual college students that were generated with a McEnergy 4 non-probability method of asking students slightly campus if they would like to participate. (Nutritionj) Results Fifty one percent of participants reported devour at to the lowest degree one, energy drinks a calendar month. Thirty four percent of participant reported consuming at least two energy drinks a month. Table 1 % of college energy drink users reporting amount and frequence of energy drink consumption by situation in an average month Energy drinks consumed Days/month ________________________________________________ spot n 1 2 >2 1-4 5-10 >10 Insufficient Sleep 169 64 22 14 74 18 8.\r\nNeed general energy clxv 63 21 16 74 18 8 Studying or project 125 50 36 14 85 10 5 Driving long distance 114 63 23 14 86 9 5 With alcohol 136 27 24 49 73 18 9 Treat hangover 42 74 10 16 74 14 12 N= 253 college energy drink users (nutritionj) The US refreshment beverage market grew by 1. 2% in 2010The growth of the energy drinks market is up 5. 4% in the past year. (beveragemarketing) From 2004 to 2009 the McEnergy 5 overall growth of the energy market is up over 240% (Wiley) The shift from consumption of sports drinks much(prenominal) as Gatorade and Powerade towards energy drinks should continue.\r\nIn the live on year, carbonated soft drinks remain the largest liquid refreshment beverages category but their quite a little slipped 0. 8% from 13. 9 billion gallons in 2009 to 13. 8 billion gallons in 2010, which resulted in their market share decreasing. (beveragemarketing) Table 2 U. S Liquid refreshment drunke nness Market flip-flop in playscript by Segment 2009-2010 Percent Change Segments 2009-2010 RTD Tea 12. 5% Sports Drinks 9. 4% RTD deep brown 8. 1% Energy Drinks 5. 4% Bottled piss 3. 5% Value-Added Water 0. 2% harvesting Beverages -2. 0% Carbonated Soft Drinks -0. 8% Total LRB 1. 2%\r\nSource: Beverage Marketing Corporation (BeverageMarketing) McEnergy 6 remnant The energy drink market has great(p) into a multi-billion dollar business, which has been reported as being the fastest growing segment in the beverage industry since bottled water. Having grown 240% in the past five years, the besides beverage sectors to grow faster that energy drinks last year were ready-to-drink tea, ready-to-drink coffee and sports drinks. McDonalds already distributes these other three beverages and would benefit by adding the next fastest growing beverage sector, energy drinks.\r\nDespite the large market share that carbonated beverages owns, there is a demand and shift towards other beverage sectors as evidenced by a decrease in carbonated beverage market share last year. A large segment of energy drink consumers is the college-aged consumer. With over 50% of college students drinking at least one energy drink a month and 34% at least two a month, this would be a good population to target. Recommendations Include energy drinks to the offerings at McDonalds fast food restaurants. Target college-aged students with initial locations and marketing strategies.\r\nMcEnergy 7 References: †Gonzalez de Mejia, E. & Heckman, M. A. & Sherry, K. (2010). Energy Drinks: An discernment of Their Market Size, Consumer Demographics, Ingredient Profile, Functionality, and Regulations in The United States.\r\nComprehensive Reviews in Food acquirement and Food Safety. Retrieved from: http://onlinelibrary. wiley. com/doi/10. 1111/j. 1541-4337. 2010. 00111. x/pdf †West, T. (2011). The Energy Market is Still Full of ontogeny Potential Reports. Wholesale News. Retrieved from : http://web. ebscohost. com. lib. kaplan.edu/ehost/pdfviewer/pdfviewer? vid=12&hid=123&sid=eeec713f-80bc-4ca6-b6ce-02c68e0f1f50%40sessionmgr112 †The US Liquid Refreshment Beverage Market Increased by 1. 2% in 2010. (March 2011).\r\nBeverage Marketing Corporation Reports. Retrieved from: http://www. beveragemarketing. com/? section=pressreleases †Aeby, V. G. & Barber-Heidal, K. & Carpenter-Aeby, T & Malinauskas, B. M, & Overton, R. F. (2007). A Survey of Energy Drink inlet Patterns Among College Students. Nutrition Journal. Retrieved from: http://www. nutritionj. com/content/6/1/35.\r\n'