• by Karlene Lukovitz  @KLmarketdaily, August 12, 2010

While sales of energy drinks and shots have been adrenalized in recent years – leaping 136% between 2005 and 2009 – the category is showing signs of enervation on the new-customer front, according to Mintel.

Nearly two thirds (74%) of U.S. consumers recently surveyed said that they do not consume energy drinks/shots, and 69% of non-users also say that they're not interested in trying them, Mintel reports.

The research firm's Global Market Navigator shows that the drinks' market penetration remained flat, at 15% of all adults (18 and over), between 2007 and 2009.  In fact, the category added just one million new adult users during those years, in contrast to the 9.3 million added between 2005 and 2007.

At this stage, energy drink makers are well aware of their heavy dependence on continued purchases by an existing group of core customers and eager to win new converts, says Mintel senior analyst Garima Goel Lal, who points to opportunities on both the marketing and product formulation fronts.

Sampling programs, as well as offering more flavors and products with less sugar and caffeine, represent opportunities to broaden the drinks' customer base, according to Goel Lal.