CATEGORY ADVICE FUNCTIONAL DRINKS DEVELOPING YOUR RANGE

“WHEN building a great range, it’s important to remember the four soft drink needstates – refresh (colas and fruit carbonates), hydrate (haters), replenish (sports drinks) and energise (functional, caffeinated energy drinks and RTD coffees),” says a spokesperson for energy drinks giant Red Bull. The company emphasises the importance of not only understanding what your shoppers want but also of how they shop.

“Shoppers can only see products within a 1.3-metre breadth, so it’s vital that you signpost each sector with the biggest brands to help them locate what they’re looking for quickly. For energy drinks, that is Red Bull,” they say.

“To offer further choice there are four key segments within energy drinks to get right – core energy drinks, sugar-free options, flavoured options and multipacks. If you have these are covered –you will enjoy great growth in your store.”

Sarj Patel says building the right range is increasingly difficult with the number of new products joining the market.