Celsius Holdings announced that its subsidiary brand, Alani Nu, achieved over $1 billion in sales in the past year, marking a 72.4% increase year-over-year. This success indicates a sustained consumer interest in functional beverages. Acquired for $1.8 billion last month, Alani Nu appeals primarily to Gen Z and millennials seeking healthier energy drink options. The functional beverage market, accounting for 10% of the U.S. nonalcoholic market, continues to grow rapidly, fueled by consumers prioritizing health and wellness over traditional alcoholic drinks.
According to a press release, Alani Nu's $1 billion milestone has been fueled by accelerated brand growth, strong and unique innovation, and a growing female energy drink consumer segment.
A study by Nielsen IQ last spring found that sales of functional beverages grew by 54% between March 2020 and March 2024 to $9.2 billion, accounting for 10% of the total nonalcoholic beverage market in the U.S.
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