Nearly 35% of the GB population have bought into Energy in the last 12 months, growing by +11% over two years[1] and driving 29% of overall soft drinks growth this year[2]. This presents a growing opportunity to attract and trade-up shoppers at the Soft Drink fixture, and the most effective way of achieving this is by having the right range available.
ALL ABOUT CORE
As the fastest growing category within soft drinks, it is vital that Energy is given the relative space in the chiller. Worth 35% of the category, Sports & Energy should have around 1/3 of the chiller space. And with the majority of sales going through core lines, ensure your best-sellers have plenty of facings to keep up with demand. For example, Red Bull Energy Drink 250ml sells more than any other single serve soft drink in the chiller[3], so making sure this is well-stocked and available at all times is essential. It would be near impossible to keep this, and, your other best sellers, perfectly chilled and available without multiple facings.
In addition, Energy shoppers like a range of sizes to cater to different occasions. We know that 68% of Red Bull shoppers will only buy one can size of Energy Drink[4] and 2/3 already know which can size they want to buy before entering a shop[5], so having larger cans available of best-selling Energy drinks will ensure all shopper needs are covered. Red Bull Energy 355ml and 473ml have been seeing impressive growth across the range, and as the second best-selling Energy product behind Red Bull Energy Drinks 250ml, the Red Bull Energy Drink 355ml can is a must-stock for any convenience store[6].
Finally, shoppers are increasingly buying across both full sugar and no sugar options, so having both on shelf is key to catering to different shopper groups. Red Bull Sugarfree taps into the growing consumer health trend and sells more units than any other unflavoured no sugar functional energy variant[7], whilst bringing a more affluent and mature shopper to the category, which is different in profile to the average Energy Drink shopper.
USE INNOVATION TO EXCITE SHOPPERS
Innovation has been vital to the success of Energy Drinks growth this year, with particular engagement around new flavours, which has helped broaden the category’s appeal to new groups of shoppers, where taste was previously a barrier.
For Red Bull, NPD has been largely incremental with half of shoppers that bought into the Editions flavour range being new to the Red Bull brand and 3/4 of Red Bull Editions value was incremental to total Sports & Energy[8], so having them alongside the core range is likely to attract incremental shoppers and drive overall profit.
To ensure it continues to meet the demand for low sugar across the full range, Red Bull is now leveraging the no sugar need across the flavoured part of its portfolio. Combining the tastes of raspberry and other forest fruits, complemented by exciting herbal notes of verbena, Red Bull Pink Edition Sugarfree is the second new variant introduced by the brand this year and the first fully sugar free flavour in its portfolio, aiming to attract new shoppers to the category.
TRADE-UP TO MULTIPACKS
Finally, as the category grows, and the at-home energy need increases, more consumers are trading up into multipacks, with the 4x250ml Red Bull Energy Drink Multipack selling more than double that of the next Energy Drink Multipack[9]. This makes it an essential trade-up option for the #1 brand in the category.
Red Bull is tapping into the take-home occasion and aiming to drive trial with its brand-new Mixed Multipack offered in 4 x 250ml (£5.25), and 4 x 250ml PMC (£5.35) exclusive to the impulse channel.
Available now, the new Variety pack includes the original Red Bull Energy Drink along with some of the brand’s best performing Editions: The Red Bull Red Edition, The Red Bull Tropical Edition and The Red Bull Blue Edition. With 89% of Red Bull shoppers preferring to buy across a variety of flavours[10], this new pack enables them to do just that.
Red Bull Pink Edition Sugarfree and Red Bull 4x250ml Variety pack are both available now through all routes to market.
Contact your local Red Bull representative about how you can maximise Energy Drinks in your store or click here for more information about our full range.
[1] KANTAR COMBINED PANEL, BUYER NUMBERS VS 2YA , MAT 07.07.2024
[2] NIELSEN SCANTRACK, TOTAL COVERAGE, VALUE SALES, MAT 03.08.2024
[3] NIELSEN SCANTRACK, TOTAL COVERAGE, UNIT SALES, MAT 03.08.2024
[4] KANTAR OOH PANEL, TOTAL COVERAGE, MAT 24.12.2023
[5] Kantar Worldpanel Plus: Red Bull ranging project n = 200 each size
[6] NIELSEN SCANTRACK, TOTAL COVERAGE, VALUE SALES, MAT 03.08.2024
[7] NIELSEN SCANTRACK, TOTAL COVERAGE, UNIT SALES, MAT 03.08.2024
[8] Kantar Worldpanel | Take Home | Total Market | 52 weeks to 9th July 2023
[9] NIELSEN SCANTRACK, TOTAL COVERAGE, VALUE SALES, MAT 23.03.2024
[10] APINNIO SURVEY, N = 469, MARCH 2024
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