What explains the sudden spurt of energy drinks? There was a time when there was only a drink called 180 and of course Red Bull. Now, if you scan the fridge, you’ll see at least 10 different brands with multiple SKU’s per brand - like sugar free versions, diet versions, flavors, etc.

Why is there a sudden spurt? I know I consume a bit of that, but am I in the typical target market? I guess people are working more and more nowadays and need that bout of caeffine besides what they get from their coffee.

But it still does not explain Coca Cola, SoBe, No Fear, Mountain Dew (Pepsi?), etc. getting into the field big time.