RTD COFFEE’S ROLE IN ENERGY

AS a part of the energy drinks category, it’s worth considering whether the ready-todrink (RTD) iced coffee segment has a role to play in your store. It has seen sustained growth in the past 18 months to be worth £228m and, though led by popular coffee brands such as Starbucks and Costa, also has a presence in the form of ranges from independent-focused energy brands including Boost and Hell Energy.

“Iced beverages continue to be a popular option for consumers as an afternoon pickme-up or a convenient beverage that travels well when on the go,” says Hipkiss. The category has grown as chilled coffee is seen as more versa- tile than its hot counterpart, which gives retailers more potential customers to sell it to.

“Chilled drinks peak during the summer as people search for cold refreshing drinks on the go, but more and more iced coffee is becoming a mainstay as it replaces fizzy and carbonated pop drinks and offers refreshment and value within the chiller,” says Rob Owen, head of sales at Jimmy’s Iced Coffee.

“Typically, iced coffee has been ranged next to flavoured milk and milkshakes but more frequently it’s being moved into more prominent locations within the chiller, marking its place among the on-the-go refreshment offerings.”

What’s new

2023’s major energy drink launches

Red Bull Juneberry

Juneberry is the latest Editions launch from Red Bull. Apricot, the supplier’s previous Editions launch, was the supplier’s most successful to-date, contributing to 30% of Editions sales and 54% of Editions growth.

Carabao Sport

Carabao has launched an isotonic Sports range in Mixed Berry and Orange varieties. It is aspartamefree, which the supplier said is due to research saying 60% of regular isotonic drink drinkers are concerned about the presence of the sweetener in sports drinks.

Boost Sport Raspberry & Mango

This limited-edition launch comes off the back of Boost Sport seeing 63% annual growth. Additionally, raspberry and mango flavour profiles are seeing 55% and 58% growth, respectively.

Energy Space

1 in 3 on-the-go so drinks sold are energy drinks* so give them the room they deserve! Hero the fastest growing brands like Monster to maximise sales.

Right Range

Kick out the slow sellers. Double face the SKUs that really deliver. Include zero sugar energy too, like Monster Ultra, the No.1 zero energy brand.** And don’t forget flavoured favourites like Monster Juiced.

Merchandising

Help shoppers navigate the fixture by grouping energy brands and create clear segments for Traditional, Zero Sugar and Flavoured energy sectors.

Multipacks

Single cans are great for on-the-go but don’t forget to keep your multipacks chilled for shoppers who want energy now and for later.

For planogram advice and to hear from Amrit and other retailers just visit: salessupercharged.co.uk

Innovation

Innovation drives sales, so create fixture excitement with the latest launches. Remember, 67% of energy innovation sales are from Monster.**