Energy drinks are a powerhouse of growth in food service retail. Sales spiked by 13.6%, putting an extra £203m through retailers’ tills, last year. That makes sports and energy drinks the hottest sector in soft drinks, which contributed the greatest growth of any food or drink category in 2022.
Increasingly, Britvic has found that consumers are opting for more premium drinks in formats suited for immediate consumption, which offer retailers higher margins and a higher price per litre. Energy drinks have an average price per litre of £3.17, versus a soft drinks category average of £1.35/litre, making it clear how such products can add value to the category. So too can iced coffee and tea, which have an average price of £3.92, and are growing at 22%.
Energy drinks are an impulse-led category, with half of shoppers deciding what they’re going to buy on the spot. There’s a growing demand for exciting new flavours and concepts that are aligned with more than motor racing and adrenaline sports, to functional health properties and natural credentials. That’s why, Rockstar Energy is livening things up with exciting new flavours – such as Rockstar Refresh Strawberry & Lime and Watermelon & Kiwi – that stand out on shelf with eye-catching POS material to drive impulse sales.
Marketing is important, but what’s in the can is also crucial. All Rockstar Energy lines are low in sugar or contain none at all, meaning they’re not subject to HFSS regulations. They’re packed with energizing ingredients such as B Vitamins, taurine and ginseng to give drinkers a boost when they need it most.
This is key, because most people who buy energy drinks do so for one primary reason: they want a hit of energy. Small wonder, when you consider that one in eight UK adults say they feel tired all the time. That number rises to more than one in four (22%) for parents. Ensuring energy drinks are chilled and easy to find will therefore pay big dividends.
Still, not everyone wants to consume caffeine for their pick-me-up. For some (often older, more affluent shoppers) its use can be frowned upon. They want ingredients with more natural, wellness, associations. Natural, low caffeine and energy boosting ingredients with added health benefits such as supporting immunity and reducing stress and fatigue are increasingly featuring in hot and cold beverages and brands like Purdey’s Natural Energy – enriched with botanicals and B-Vitamins to provide specific functional benefits – are growing in popularity in foodservice so is the ideal drink for tapping into this trend.
Retailers should think carefully about how, where and when they promote energy drinks to make the most of the opportunity. Shoppers are more motivated by health considerations earlier in the day, for example, so why not cross promote Purdey’s with fresh fruit or granola pots to cater for the morning crowd?
That’s not all. Pairing natural energy drinks with food at different times of the day can help retailers make the most of the opportunity. For example pairing Purdey’s Natural Energy with products such as protein bars or porridge pots in the morning if you are positioned in or near a gym or leisure centre can help retailers attract customers on their way to and from the gym.
For more guidance on how to maximise your soft drinks sales, read the 2023 Britvic Soft Drinks Review below.
Opens in a new window Read the Britvic Soft Drinks Review 2023
