CATEGORY ADVICE ENERGY DRINK TRENDS

ELSEWHERE, the cost-ofliving crisis and the increasing popularity of functional/ performance energy brands is influencing the sizes of single packs. “Big can energy plays an important role in the category, driving growth of 22%,” says Barr’s Adrian Troy.

“It delivers against many consumer needs – shoppers see it as better value, the range of flavours in big cans tick the box for those looking for

Supplier View

Innovation is key to energy drinks growth, so keep an eye out for the latest flavours that are going to get shoppers excited.

Offer a choice of zero-sugar options, and include performance energy drinks as part of your energy line-up too.

Get the right balance of on-the-go and take-home packs.

taste and refreshment, and of course, the bigger the can, the bigger the boost.”

According to Boost’s Adrian Hipkiss, sales of 500ml cans are the fastest-growing in energy drinks, currently worth £503m having grown by 16% annually. This influenced the launch of the brand’s Juic’d range exclusively in 500ml cans last year.

Price-marking is also an influential factor. Although Red

Bull is best known for its 250ml can, its 355ml and 473ml pricemarked packs (PMPs) are the top two fastest-growing PMPs in sports and energy, based on Nielsen figures.

Own-label is another key part of countering the cost of living, even though branded spend in soft drinks remains higher than own-label spend overall. Euro Shopper’s sugarfree energy drink is the topselling line at Sudesh Patel’s

Londis Coulsdon store in Croydon, south London.

Inglis views an own-label representation important as important for shoppers for whom brand loyalty isn’t a concern. “We sell some Co-op own-label, which is a pretty constant mover. There are people who want branded drinks such as Red Bull and people who don’t really care as long as it’s some sort of energy drink,” he says.