2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 43
CONVENIENCE CATEGORY OVERVIEW
CONVENIENCE DEEP DIVE
CONVENIENCE DATA TABLES
How to keep pace with the
evolution of energy drinks
We’ve already explored the huge growth of energy drinks in 2022.
The good news is that there is still significant room for growth.
The £96.9m growth in energy drinks last year48 was achieved
despite the fact that only 8% of shoppers currently buy them in
convenience.49 Offering a wider array of energy drinks would attract
more people to the category.
1 in 8 adults says they feel tired all the time
There certainly seems to be a market for them. One in eight UK
adults says they feel tired all the time, another quarter say they feel
tired most of the time and a third report feeling weary around half
the time.50 Two in five people are so tired they would rather sleep
than spend time with family.50 Parents are most likely to feel tired.
22% of people with at least one child aged under 18 report feeling
tired all the time.50
Retailers have a role to play in helping shoppers manage their
energy needs throughout the day. Providing a wider array of
products – from more conventional energy drinks and ready to drink
coffees through to natural energy lines like Purdey’s, fortified with
B vitamins, minerals and ingredients like guarana and ginseng, and
health shots from Plenish – will allow them to do just that.
Retailers can also help allay shopper concerns about sugar content
by balancing conventional energy drinks with products that comply
with the new regulations on food and drink deemed too high in fat,
salt and sugar (HFSS). The Rockstar Energy range, for example,
is HFSS-compliant, meaning that it does not face the same
restrictions as standard energy drinks on certain deal mechanics
and feature space in larger stores.
Retailers should prioritise energy drinks in their fixtures – it is the
largest and fastest growing soft drinks category in cash terms,48
after all – and use beacon brands to signpost to shoppers looking
for a drink on-the-go. Get all this right, and energy drinks could add
an extra £100m to convenience retailers’ annual sales – that’s an
extra £2,089 per store – by 2025.43
How’s that for energising?
48 IRI, Convenience, Soft Drinks Value, 52wks To 01/01/2023 vs. YA
49 Kantar, OOH Panel, Stimulants, Penetration 52w/e 19/03/2023
50 YouGov Survey of 1,684 UK adults, January 2022
CONVENIENCE DEEP DIVE
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