Energy drinks giant says retailers can see sales fly high with healthier options
ENERGY drinks giant Red Bull has been highlighting the healthier options it offers that retailers can capitalise on.
The brand says, for a long time, its portfolio has been about offering choice, ensuring the right product is available for each shopper at their point of need.
The company claims consumers have increasingly been looking to moderate their sugar consumption – and that provides shopkeepers with an opportunity to highlight key low/no-sugar ranges.
Recent Nielsen Scantrack data shows low/no-sugar soft drinks are the best-selling sub-category – worth £1.5billion a year. It’s also the fastest growing sector, up 12.8% annually compared with a 12.5% rise for full-sugar options.
Red Bull offers no-sugar variants in both single serve and multipacks.
The same research shows Red Bull’s low-calorie single serve has seen growth of £3.7million and 18% year on year and the multipacks are up by £772,900 and 240.1%.
Responding to the fact that every customer need is different and that Kantar figures show two-thirds of Red Bull shoppers go into a store knowing which can size they want to buy, the brand makes its sugar-free variant available in three formats – 250, 355 and 473ml.
The smallest size is seen as ideal for on-the-go consumption, the mid-size is linked to gaming, studying and socialising and the large can is the choice for all meal occasions.
And that, points out Red Bull, makes it an ideal option for a meal-deal offering.
