Category Management | Packaged Beverage
Total ready to drink beverage sales increased in convenience stores by 9.1% within the latest 52 weeks ending Aug. 28, 2021, according to NielsenIQ.
Energy drinks and sparkling waters, up 10% and 6% respectively, are the heartiest RTD beverage categories at Cubby’s convenience stores, which has 36 locations in Nebraska, Iowa and South Dakota, said De Lone Wilson, the company’s president. He predicted that these two categories will continue their growth pattern through the end of this year. “Especially in the energy drink category, there are new entrants that are capturing customer attention,” Wilson said. Like Arnold, Wilson said trends in the packaged beverage realm may be skewed by the current prevalence of out-of-stocks. With an ever-increasing variety of flavors available across the packaged beverage categories, retailers must keep a close eye on which ones consumers gravitate toward in their local markets. Straightforward flavors across the RTD beverage universe generally sell best, Arnold reported. “We’re constantly trying new flavors, but lemon-, lime- and berrybased flavors are always the most popular.” CSD
fast facts • New flavors keep beverage sales growing. • Consumers are looking for more healthful options. • Flavored waters remain strong sellers in c-stores. 112
CSTORE DECISIONS •
November 2021
cstoredecisions.com
