Dive Summary:

• The energy drink market has grown 60% since 2008, reaching $12.5 billion in sales in 2012 amidst bad press and legal action.
• The energy drink sector is actually the smallest part of the ready-to-drink (RTD) beverage market, however it has been the fastest growing for years now as regular sodas are languishing.
• The beverage industry is a volatile place so analysts aren't quite sure of the future of the drinks, however most can agree that the current bad press and perhaps even proposed tighter legislation would not have much of a detrimental effect.  
   

From the article:

At present, energy drinks have the lowest consumption rates of any RTD beverage-a point which reflects the market's relative infancy but also its growth potential. Experian Simmons analysis shows the growth trend of this market, with the incidence of energy drink usage among adults rising from nearly 13% in 2006 to 17% in 2012. In addition, there is a modest segment of heavy users: 5% of adults consume energy drinks 5-7 times per month and less than 2% drink energy drinks 10 or more times. Consumers 18-34, men, Hispanics, Pacific region residents, and adults with children in the household are demographics that over index in energy drink usage. ...