3. Present situation of energy beverage consumption industry
Compare with developed countries, the average consumption of energy beverage is only 0.5kgs each year in China. It’s far from world’s average level 7 kgs. So Chinese energy beverage market is tremendous.
First Chapter : The present situation of energy beverage industry in ourThe brand & present deveopment of energy beverage indurstry 2. Market sale 3. Present situation of energy beverage consumption industry
④ Purchase reason for energy drink

Quenching thirs The main aim for consumer is to quench their thirst when they purchase energy drinks , which illuminate the consumer know litter about energy drinks. Firstly the consumer only consume the energy drinks as common beverage, at same time it also consistence with their purchase behavior. The beverage is a kind of immediate consumption products, most of the people buy the beverage when they are thirsty, this is a kind of sense consumption.
1.The brand & present deveopment of energy beverage indurstry.
Throught the 20 years development, energy beverage has got a huge market in our country, product type is increasing like brand red bull, Mizone, vitamin water ect. Energy drink coud adjust the human body in a certain range, it contains many health care function of thirst – quenching, balance organism function, enhance immunity ect. Now various kinds of beverage has become daily needs among the young person ,and energy beverage is more popular.
Second Capital: Consumption Market analysis of Chinese energy beverage


1. Consumption market analysis of energy beverage 2. Development prospects of energy drinks
2.Market sale
2010, Our country energy beverage market scale up to 8.8 billion RMB. At the end of 2011, market scale is near to 10 billon RMB. In the first quarter of 2012, our country energy beverage market scale is 5 billon RMB. It is expected to exceed 12 billon RMB through the all year of 2012. The capability of 2012 is up to 2.8 million tons . 2016, the capability will beyond of 4 million tons.
Situation & Development trend of Chinese energy beverage
Definition：
In China, Energy beverage is specify as beverage adding the a certain of energy compositions (or functional food additive). It could not only allay drinkers’ thirst but also has a certain functinal for health care or resist the disease. Energy beverage was becaming as a kind of fashion now.
1.Consumption market analysis of energy beverage
Using the random sample Investigation with many phase, in study of 3212 person who between 18-60 years and separately located in ten city of Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, Shenyang, Xi’an, Dalian, Jinan, Xiamen about energy beverage acquaintace, drinking rate of each city, purchase reason and other aspect.
In recent years, the type of energy beverage is increasing every year in China. Market competition is more active and prosperous. The overall growth rate of energy beverage is 29% in 2008. 2011 growth rate reach to 34%.Energy beverage is growthing rapid in our country, type increase continuously, category further plenty, it prsent a high growth stage. In 2012, our country China will become the largest country for world’s beverage consumption, among them energy beverage is the one which with big potential.
③ Drinking rate of energy drinks
Great difference between Beijing and Chengdu. According to the survey, energy drinks is more popular in Beijing, in the month of June、July、 August. 80.5% of respondents have drunk the energy drinks, higher than other city .Wuhan is the second with 45.5%, the average rate of other city is about 44%, which Show tremendous development potential. But the situation of Chengdu is not as good as others, only 19.9%, obviously lower than other city.
② The acquaintance of energy drink
City dwellers’ acquaintance of energy drink is general on the low side. According to the survey, city dwellers from different city have great different acquaintance. To energy drinks. Beijing residents' acquaintance is in the highest level with 85%;Jinan、 Shanghai、Wuhan residents’ acquaintance level is lower. About 44% residents don’t know the energy drinks .(remarks: residents refer to consumers who buy soft drinks on their own initiative).Although it seems energy drinks advertisement emerges in an endless stream, many new products appear, but consumer’ acquaintance is not enough. Less of awareness is an important factor that influences the development of energy drinks. How to guide consumers know more about energy drinks, improve the acceptability of energy drinks market, this is one of the problems that need urgent solution.