The energy drink category experienced growth between 13% and 15.7% last year, making it the biggest and most profitable drink-now segment, according to market analysts. Energy drinks now account for one in three soft drinks sold in convenience stores. Market leader Red Bull saw a 15.3% increase in sales last year, totaling £576m, and the category is continuing to grow in the face of cost-of-living concerns. Flavoured energy drinks are increasingly important, accounting for more than half of all volume sold, and tropical flavours growing at 23%. Chilled availability is crucial for sales, with 59% coming from convenience stores. Multiple product locations and variety in pack size and formats are recommended. Innovation and strong marketing are important, and stocking brands that are supported by high-profile consumer campaigns can pay dividends.
In the Spotlight: Sports and Energy Drinks for an Energy Boost
