Make the most out of energy across the soft drinks category
ENERGY means big money in the soft drinks category nowadays as more and more consumers seek that extra boost for their days.
So ensuring retailers have got a fresh stock of the latest innovations in the sector will count – that’s the take from Coca-Cola Europacific Partners (CCEP) at least.
Amy Burgess, senior trade communications manager at CCEP, said: “Energy has established itself as one of the biggest growth drivers in soft drinks, and that shows no sign of slowing down.
“In 2022, energy drinks added more than £210million to the category and saw sales value increase by 14.2%.”
As such, the firm has pushed c-store retailers to allot space in the chillers to new products in the sector, including the latest launches in the Monster Energy brand and the new Relentless Zero Sugar Watermelon variant.
Burgess said: “Making space in the chiller for the latest innovations that are going to capture consumers’ attention – like Monster Aussie Lemonade and Monster Ultra Rosa, the newest additions to the Monster range – is key to making the most of the growing energy opportunity.”
And when it comes to performance energy drinks that include added benefits and vitamins, CCEP has pointed to its Reign range, with its Mang-o-Matic variant helping to make the most of the ongoing trend for new and exotic flavours for consumers.
Burgess said: “In the performance energy category, Reign Total Body Fuel is leading the way, accounting for more than half of the value in this sub-sector.
“It contains 200mg of naturally sourced caffeine, with a recipe enriched with branched-chain amino acids (BCAAs), and Vitamins B3, B6 and B12, which may contribute to the reduction of tiredness and fatigue to a normal energy-yielding metabolism.
“In 2022, we added two new Reign flavours – Peach Fizz and Orange Dreamsicle – which clocked up almost £2.8m of sales within nine months of launch. To build on this, earlier this year, we launched Reign Mang-o-Matic, tapping into the popularity of Mango flavoured drinks.”
