Large formats and flavoured varieties drive growth in energy drinks category

Retailers must invest in a range of large can formats and new flavour variants in the energy drinks category, suppliers Coca-Cola European Partners (CCEP) and AG Barr have told RN.

Adrian Troy, marketing director at AG Barr said large can formats in the category are growing at 15% year on year, with new flavours contributing to growth.

Furthermore, Amy Burgess, trade communications manager at CCEP, said its Monster Energy range, which is available in large can formats, is growing at 26% year on year, demonstrating this demand.

“In February 2018, we launched a fifth variant to the Ultra range, Monster Ultra Violet, which taps into the surge in popularity for innovative flavours in the energy sector,” she said.

Read more: Energise your sales: how simple changes can make a big impact