Consumers Start to Tire Of Expensive Energy Drinks

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Suddenly $2 for an energy drink seems like a lot of money. After almost a decade of explosive growth, the only surging category in carbonated beverages is starting to look sluggish.

Energy drinks volume grew 30% last year. However, for the month of June it was only up single digits (7%), per Beverage Digest, Bedford Hills, N.Y. For the year through mid June, it grew 10%.

Such a slow down was inevitable, said beverage veteran Ken Sadowsky.

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