I N-S TO R E P
ROCK
INACT
KEY SOFT DRINK CATEGORY TRENDS ● ENERGY: Energy is one of the fastest-growing reasons to choose a soft drink (Kantar), but shoppers buy energy drinks for a variety of reasons including both caffeinated stimulant drinks and caffeine-free ‘pick-me-ups’. ● ON-THE-GO VS TAKEHOME: Although packs for drinking at home have grown five times faster than singles (Nielsen) during the pandemic, stimulants grew in both take home and on-the-go (IRI). With people likely to be on the move this summer, sales of on-the-go options are expected to accelerate.
Stimulating sales with Rockstar In the latest InAction+ project, we work with Britvic and Broadway
T
Convenience Store in Edinburgh to create further energy drinks sales opportunities with the hugely important Rockstar brand.
he national and local lockdowns have had a major impact on shopping patterns in many product categories, but the spectacular recent growth of stimulant energy drinks has just kept on going. Despite growth in both ‘drink later’ and ‘drink now’
20 I SLRMAG.CO.UK / ISSUE 68 / WEDNESDAY 11TH AUGUST 2021
formats (IRI), single serve sales continue to dominate the category, outpacing soft drinks as a whole with 11.6% growth (Nielsen). There has been a growth in demand for energy, especially while on the go.
● VALUE FOR MONEY: Understandably, value for money is a key priority for many shoppers in the current climate. Rockstar is available in price-marked packs for most of its range.
