Energy shots and mixes held a 19.6% and 1.9% share, respectively, of the energy market in 2011, according to a Mintel Group report. The category leader, Living Essential’s 5-Hour Energy, grew 31% during 2009-11 in food, drug and mass channels, excluding Wal-Mart. Penetration of 5-Hour Energy, however, increased from 22% in 2009 to 35% in 2011. New types of shots have recently entered the market. The Hain Celestial Group, Boulder, Colo., has a new line of all-natural energy ...

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