If you thought caffeine-laden energy drinks were just for basketball players, monster truck drivers, and video gamers, you’d be forgiven. Judging by commercials, they seem like the primary consumers.
But according to a new report from Mintel, a market research group, childless men are not the most likely to guzzle an energy drink or throw back an energy shot—dads and moms, it turns out, are even bigger fans.
For men and women alike, parents are more likely to use energy drinks than those without children. Just 34% of childless men consume energy drinks—but 68% of dads do. There’s a similar pattern for mothers: While only 22% of childless women drink energy drinks, 38% of moms imbibe the stuff.
Energy beverages continue to gain in popularity overall. Mintel tracked a 56% growth in the energy drinks/shots category from 2009-2014 and predicts another 52% of growth from 2014-2019. In 2015, it expects the energy drinks market to grow 10%, reaching $10.8 billion. Energy shots, however, are expected to decline for the third year in a row.
Featured photograph by shazbot music and shared under a Creative Commons license on Flickr. It has been cropped.