PACK PREFERENCES

WHILE energy drinks have always sold themselves as instant energy-boosters for on-the-go consumption, the pandemic and subsequent increase time spent at home have meant larger formats have more importance in places where shoppers aren’t travelling as much.

The increased pressure on shoppers’ finances and price per litre also play a role.

“As a result of household budgets and the subsequent increase in the ‘big night in’ occasion as consumers stay home to save, our larger format packs are growing in relevance,” says SBG GB&I’s Gouldsmith.

However, some retailers say the cost-of-living crisis also means that customers are wary of paying over the odds, regardless of format. Coupled with an overwhelming impulse/ on-the-go customer mission, this means multipacks usually come into play only when on offer.

“Occasionally we get some four-pack offers that come through from Red Bull or Monster,” says Richard Inglis, of Welcome Harbour Parade in helping drive the lower-calorie sales.

These drinks highlight their specific vitamins or branchchain amino acids (BCAAs).

“They’re making energy an allday option by providing a gentle perk-up and aiding concentration, rather than the jittery palpitations of the big cans,” he says.

Retailer View

Sue Nithyanandan, Costcutter Epsom, Surrey

Southampton. “They can sell on that price, but the second they’re off, they become quite expensive and they don’t really appeal. You can’t afford to have what might have been four cans for £4 going up to £6.50, it just doesn’t wash with the customer.”

“I DIDN’T stock Prime. We had a lot of enquiries, but maybe once it settles and becomes a mainstream drink I might stock it. The market leader is still Red Bull. It makes up more than 75% of my energy drink sales, then Monster is very good, then Boost, which serves a younger demographic. Relentless also does quite well, they’re my four major brands. Generally the office workers and nurses all go for the Red Bull. Sales are mostly singles, it’s not something you buy and keep.

“I did put some Monster multipacks we didn’t sell through on offer in the fridge and they didn’t go that fast, I don’t think people buy these things to put in a store cupboard, it’s more of an impulse thing. I also put them in my meal deal because now there’s not much difference in price between a can of Red Bull and a bottle of Coke. People are buying more sugar-free versions.”