FLAVOUR matters when it comes to energy drinks, especially for new consumers, according to Red Bull.
A spokesperson said: “Flavours are a proven way of bringing new shoppers to the category – over half of whom have trialled energy drinks for the first time.”
The spokesperson went on to say that within sports and energy, flavoured variants have grown by 20.1% and Red Bull Editions have been growing penetration by 165.3%.
“With tropical and exotic flavours growing 23% more than all other mainstream flavours on offer, now is the perfect time for retailers to stock up on the Red Bull Editions 250ml range to capitalise on the demand for flavoured variants and maximise sales,” said the spokesperson.
The Apricot-Strawberry flavour 2022 Summer Edition was the best new product so far for Red Bull, having amassed over £2.2m in just six months, and is now set to become a permanent flavour in the energy drink range.
Red Bull sees price and value as the next big drivers, reporting that 56% of impulse shoppers indicated that they would be more likely to buy a price marked pack.
