Coffee is not enough for America’s new caffeine rush, it ‘can’ be much more: Morgan Stanley

Energy drinks are increasingly replacing coffee for American consumers seeking more energy. Younger demographics are adopting energy drinks and maintaining this habit as they age. Consumers cite more caffeine and convenience as reasons for switching from coffee. Zero-sugar options are attracting new consumers, particularly women, and broadening appeal. Energy drinks are becoming an affordable indulgence, replacing spending on other categories.