Monster, Rockstar, Red Bull: Most of us are familiar with the more assertive, masculine imagery of energy drinks. And, thanks to broad sampling at extreme sporting events, bars and restaurants, many of us also think of 20-year-old males as the audience who consumes these types of beverages—whether it be to stay up late studying, gain an extra edge for a sports event or extend a long evening of revelry.
Yet as energy drinks continue their reign as one of fastest growing beverage categories, up 40% from 2010 to 2012, there is a surprising consumer audience that has been largely on the sidelines in the energy drink market—until now: Busy young mothers.
Nielsen Homescan data in the US indicates busy moms (and their households) categorized as “Young Bustling Families” are more likely to use energy drinks than average. In fact, their purchasing index is 150, higher than the following categories:
For the rest of the story: http://qz.com/113591/moms-are-drinking-more-energy-drinks-than-you-might-think