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How important is caffeine in your life? There are many ways to get a daily fill of caffeine, be it coffee, tea, soda, or, for higher caffeine content, energy drinks. Regardless of how you indulge, you’re far from alone – CivicScience data show as much as 82% of U.S. adults drink at least one caffeinated beverage a day, including more than half (53%) who consume two or more. 

While energy drinks don’t have the same widespread appeal as coffee—66% of consumers say they ‘never’ drink them, versus just 17% for coffee—they offer a window into a unique market. CivicScience data digs deeper into the energy drink consumer, revealing their favorite brands, purchasing motivations, and how they might be shaping health, fitness, and spending trends in 2025.

Who is Drinking Energy Drinks?

Data show those who drink at least one energy drink per day are most likely to be: 

  • Under the age of 35 (60% compared to 20% among 35+), this includes 64% of Gen Z aged 18-24
  • Male, slightly outpacing women (34% to 31%)
  • Democrat, with 42% of Democrats reporting they drink energy drinks, compared to 31% among Republicans and 28% among Independents
  • Residents of the Southern U.S.

Brands That Rank

A deeper dive into the 2025 energy drink data reveals that it’s largely a two-horse race between Red Bull and Monster in terms of which energy drink brands respondents say they consume the most. Rockstar Energy follows in a distant third, surpassing Celsius, Capitol Hill’s most popular brand.


Join the conversation: Do you personally consume energy drinks?


Caffeine may fuel energy drinks, but CivicScience data reveal it’s not the top factor in choosing one. Consumers instead prioritize flavor variety and sugar content, while price slightly outweighs caffeine in importance. While energy drinks pair well with sports and athletes, endorsements from these figures are less likely to sway drinkers’ preferences.

CivicScience has already found that health and wellness are likely to be a key emphasis in 2025 so where do those who energy drinks fit in?

  • Role in the Leading New Year’s Resolutions: 49% who resolve to ‘improve food/diet’ and 37% of those who will aim for ‘better fitness/exercise’ in 2025 say they drink energy drinks. 
  • Strong Dry January Intent: Nearly 60% of consumers who drink energy drinks say they’re at least ‘somewhat’ likely to participate in Dry January this year, compared to 36% among those who don’t drink energy drinks. 
  • Forwarding Emerging Fitness Trends in 2025: Energy drink fans outpace the Gen Pop in both studio exercise participation (23% to 14%) and team sports participation (22% to 19%).

They Have Distinct Priorities for Where To Cut Back Amid High Prices

Speaking of resolutions, ‘managing finances/spending’ was a big gainer this year, and 52% of those who plan to take this on also say they drink energy drinks. This is why brands, regardless of industry, should recognize the distinct spending priorities energy drink fans have, regardless of whether they’re connected to food and beverage or not. Notably, 85% of energy drink fans report cutting back in at least one area due to rising prices, compared to 75% of non-drinkers. Drinkers are more likely to reduce spending on beauty/personal care (+4 points), gas (+4 points), and groceries (+3 points). However, they are less likely than non-drinkers to cut back on full-service restaurants (-10 points), travel (-9 points), clothing/apparel (-7 points), and live entertainment (-6 points).


Answer our Poll: How concerned are you, if at all, about your caffeine consumption?


While energy drink consumers are a smaller group than coffee drinkers, their role in emerging health and wellness trends cannot be ignored. Combined with their distinctive spending priorities, they represent a demographic to monitor closely as Americans lean into their health-conscious New Year’s resolutions, with an energy drink likely in hand.