Stimulant energy drinks delivered growth worth £181.5m last year. It was the second fastest growing sub-sector at 23.7%, behind sports drinks, which grew at 64.6% and took fifth place in the list of bestselling subcategories in convenience[1].

But, there is much more room for opportunity. There is a real chance to broaden the category’s appeal and entice new shoppers with innovation, formats, and in-store activations, growing the category so that retailers can reap those rewards.

So, how can retailers capitalise on this and see revenues increase further?

Consumers are looking for new flavours from recognisable brands

Energy drink shoppers are extremely brand loyal and are looking for the next big thing from their favourite brands. Retailer Ian Lewis from Spar Minster Lovell also agrees, saying, “We see the same people buying the same brands. It’s really important to have another brand challenge”.

This also means brands need to work hard to catch the eye of other shoppers and create something different and unique from their usual purchases. Therefore, range expansion is vital in keeping pace with increased demand and trends, so retailers should consider stocking a selection of new flavours alongside the core favourites to help attract new shoppers into the category and keep existing consumers engaged.

The Rockstar Energy range allows retailers to do that with various great-tasting flavours.  Most recently, the brand launched its new Zero-Sugar Blueberry – a popular flavour with the Rockstar Energy signature energy boost. The blueberry flavour is designed to appeal to even more shoppers – with a subtle taste to recruit older consumers to the category while retaining Rockstar Energy’s core 18-35 fan base.

Hear more from Ian Lewis, Spar Minster Lovell, on how energy drinks shoppers are loyal to brands and why it’s important to offer choice:

Consumers still want value

Price-marked-packs (PMPs) continue to play an important role in communicating value, reassuring shoppers and creating confidence in local retailers. For example, when purchasing PMPs, 51% of shoppers feel reassured that they are not being overcharged[2].

Stocking PMPs can signal to shoppers that retailers understand the current market challenges and are providing affordable options for consumers. With Rockstar, the £1.29 PMP cans provide an extensive range of flavours for shoppers to choose from and offer great value. Bobby Singh from Boghar Brother’s Ltd adds, “PMPs are very important to my store because of where they are based. It’s all about the mindset of the customer and showing they are getting good value for money”.

Hear more from Bobby Singh from Boghar Brother’s Ltd on why PMPs are important for his store:

Experience is everything 

Events, brand activations and celebrity collaborations are key to providing excitement and a point of difference for a brand in-store, so stocking brands synonymous with these are crucial. In 2023, Rockstar Energy partnered with global rap superstar, Stormzy, to launch the Press Play platform and sponsor all Academy Music Group venues, enhancing the brand’s music credentials.

So, this year, Rockstar Energy has announced another multi-year partnership with festival organiser Live Nation. The partnership marks Live Nation’s first time welcoming one headline partner across six different UK festivals. Tailored specifically to cater to the preferences and passions of the Gen Z demographic, Rockstar Energy is deeply entrenched in music culture and festival experiences, making it ideal to appeal to Gen-Z. Stocking these brands and collaborations alongside relevant POS and in-store theatre will draw shoppers to the soft drinks aisle and drive purchase.

Adrian Howe, Brand Manager, Rockstar Energy discusses Rockstar Energy recent partnership:

Targeting more health-conscious consumers

Championing sugar-free energy drinks and merchandising them in prime impulse spots in-store, continues to play a key role. Shoppers are looking to reduce sugar intake while still enjoying great taste and offering non-HFSS will allow you to appeal to this growing consumer demographic. Incorporating a No-Sugar option into your range will ensure the appeal of your energy offerings is broadened, recruit new shoppers into the category, and maximise your sales.

Rockstar Energy recently unveiled a complete rebrand to elevate its visibility and help drive retailers’ energy drink sales. The newly designed cans offer simplified branding and enhanced graphics on zero-sugar varieties to align with current consumer preferences for no-sugar alternatives. The new branding also showcases Rockstar Energy®’s variety of flavours, including Blueberry, Tropical Guava and Watermelon Kiwi.

Hear more about Rockstar Energy’s latest NPD no-sugar launches:

Creating in-store buzz with Rockstar

Leveraging new product launches, brand campaigns, occasions, or seasonal events with point of sale, merchandising material and brand assets, is essential to maximising footfall and recruiting more shoppers to the soft drink aisle. Bobby Singh from Boghar Brother’s Ltd said, “Activations are key for the initial boost and launch of NPDs in-store and it’s important that we get the support from brands regarding stock and POS to help create a buzz in-store”.

Rockstar Energy can work with you to bring theatre and excitement into the store to really make it a success through the likes of stand-out shelf-in-shelf units and impactful POS kits.

Social media is also more important than ever and is a real vehicle for retailers to communicate with their shoppers. Rockstar Energy can also help drive retailers’ social engagement with bespoke assets available across selected campaigns.  Mike Sohal from Dallam Stores Limited said he “uses social media for product promotions and NPD launches and for the work his store does within the community” – hear more from Mike:

Hear more on how Rockstar Energy can help drive engagement in your store:

For further information on the category and how Rockstar Energy can help support you, visit the Britvic At Your Convenience website, a dedicated retailer hub offering advice and tips on boosting soft drinks sales, information on the Britvic range as well as new product trials and free POS for key brands including Rockstar.

[1] Circana Convenience,  Britvic Defined Soft Drinks, Value and Unit growth YoY, 52WE 31.12.23

[2] TWC Trends Research Independent Convenience Store Shoppers n = 1000