The New York Times reports that “sales of energy shots are soaring in the middle of a recession.”

These energy shots have a concentrated dose of caffeine, along with B vitamins and amino acids. According to store owners, these drinks are the hottest drink category in the United States. Sales are expected to almost double from last year, and will most likely reach $700 million.

People who want a “quick fix” of caffeine without having to drink a big 16 ounce energy drink or a big cup of coffee, are drinking these shots.

They can be drank really fast, and are more like taking medicine than having a drink.

The majority of consumers are students partying into the night or cramming for exams, along with construction workers wanting extra energy and drivers trying to stay awake.

Students don’t think twice about paying 3 dollars or more for a shot. As the NY Times points out, this is $1.40 an ounce, and at that price a 20 ounce bottle of Coca-Cola would be $30.

Students report that the shots help them to stay up all night to study, or to keep them away during long drives home from school.

The NY Times reports that sales of the shots are rising even as traditional energy drinks like Red Bull have declined. They also report that the market is dominated by the company named “Living Essentials”, which sell the product called 5-Hour Energy.

Many other companies are now selling shots also. Read more of the NY Times article.

Technorati Tags: 5 hour energy, healthy energy shot, healthy energydrink, natural energy drink

With an energy shot, consumers can get a concentrated potion of vitamins, caffeine, and other nutrients without having to drink a lot of liquid. It is easier to carry and can be drank warm.  Some of the energy drinks don’t taste very nice, so a shot allows people to have a small amount and drink it down quickly.

Red Bull now has an energy shot, but for now…  5 Hour Energy is the leading US brand.  Justin Mellintin notes in his article, that these drinks have premium prices, much higher than regular drink formats. However, a consumer is happy if they pay 3 or 4 dollars for  an energy shot, and they feel a boost of energy for 5 or 6 hours.  Read more from this article here

Technorati Tags: healthy energy shot