Once synonymous with the energy drink industry, Red Bull GmbH and Monster Beverage Corp. are losing ... more than half the US market — as new sugar-free brands surge in popularity.

While Red Bull and Monster have offered sugar-free versions for some time, these were mainly aimed at calorie-conscious men as they aged, rather than the broader health-conscious market.

While Red Bull and Monster have offered sugar-free versions for some time, these were mainly aimed at calorie-conscious men as they aged, rather than the broader health-conscious market.

While Red Bull and Monster have offered sugar-free versions for some time, these were mainly aimed at calorie-conscious men as they aged, rather than the broader health-conscious market. “It was an ...

After the death of his father in 2022, Mark Mateschitz took control of the closely held Red Bull, and seems to be placing more emphasis on sugar-free drinks. Meanwhile, Monster is also pivoting.