Beverage | Energy Drinks
ENERGY DRINK SALES SURGE AS INNOVATION CONTINUES Energy drinks is among the fastest-growing beverage segments, as evidenced by its strength throughout the pandemic.
EYE ON INNOVATION
2020, wants to garner younger and “Energy is through the roof right female customers with the launch, now,” said Erin Breeden, merchandiswhich includes a multimedia marketing manager for Evansville, Wyo.-based ing campaign titled “Turn Up Your convenience store Hat Six Travel Center. Mood,” to do just that. “So many companies are coming out “During the pandemic, there has As many of the major brands with new names and brands and giving been a significant decline in selfrefined their strategies in response Monster, Red Bull and Rockstar a run service beverage sales,” noted to consumer adjustments, energy for their money. Ghost, Uptime, Zoa, Don Burke, senior vice president for drinks are experiencing a wider Celsius and Alani Nu are all coming Management Science Associates in reach than ever before. Thus, energy into the scene hard and heavy.” Pittsburgh. “It appears that some cofdrink consumers looking for funcThe proliferation of brands suits Hat fee consumers concerned about the tional energy will continue to find it Six’s management just fine, Breeden self-service area of the convenience in c-stores in 2022. said. “I have found that having a large store turned to the packaged beverSales of non-aseptic energy drinks in variety is the answer to so many of the age section, choosing an energy c-stores totaled $10.6 billion, a 14.0% outage problems. People will choose drink for their caffeine consumption.” year-to-year increase for the 52 weeks something else if there are more As the pandemic winds down in ending Dec. 26, 2021, per IRI. Leading choices. We say ‘yes’ to new products.” 2022, Burke said, the question is, brands included Red Bull, which saw As for new products, the category “How many of these potentially new sales rise 17.8% to $4.7 billion; Monster, figures to get a boost during 2022 energy drink consumers will return to whose sales of $3.17 billion reflected thanks to PepsiCo’s recent addidispensed coffee?” a 13.6% increase; VPX, with sales of tion to its Rockstar energy drink line, “We predict another strong year for just over $973 million, up 12.1%; and Rockstar Unplugged, which feaenergy drink sales,” he said, “albeit Rockstar, whose nearly $487 million in tures hemp seed oil and B vitamins. at a more moderate pace, likely in sales reflected a 12.7% drop. PepsiCo, which acquired Rockstar in the 7% to 12% range.”
Energy Drinks Stay Active
The category’s dollar sales grew by 14%, with Red Bull and Monster maintaining a solid hold on the energy drink consumer, capturing a hair under three-fourths of the category dollar share and double-digit sales growth along with VPX. Reign held relatively steady, while Rockstar and NOS saw significant drops in dollar sales.
Dollar Sales
Dollar Share of Category
Unit Sales
Price per Unit
Product
Current
1-Year % Change
Current
1-Year Change
Current
1-Year Change
Current
1-Year Change
Energy drinks (non-aseptic)
$10.6 B
14.0%
100.0
0.00
3.94 B
11.4%
$2.70
$0.06
Red Bull
$4.70 B
17.8%
44.2
1.45
1.53 B
17.1%
$3.07
$0.02
Monster
$3.17 B
13.6%
29.8
-0.11
1.23 B
12.5%
$2.57
$0.02
VPX
$973 M
12.1%
9.14
-0.15
380 M
11.9%
$2.56
$0.01
Rockstar
$487 M
-12.7%
4.57
-1.40
236 M
-15.3%
$2.06
$0.06
NOS
$322 M
-9.1%
3.02
-0.77
127 M
-10.7%
$2.54
$0.04
Reign
$320 M
-1.1%
3.00
-0.46
126 M
-4.7%
$2.54
$0.09
Source: IRI Market Advantage - TSV Total U.S. Convenience data for the 52 weeks ending Dec. 26, 2021
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CSTORE DECISIONS •
March 2022
cstoredecisions.com
