Energising soft drinks with Red Bull

Make the most of big growth opportunity

A can of Red Bull Curuba Summer Edition is next to a glass filled with the energy drink on a table with greenery blurred in the background.
Red Bull has pushed the massive opportunity that the energy drinks subcategory presents to convenience retailers through its flavoured drinks range.

SPORTS and energy variants are key drivers of soft drinks category growth, particularly in convenience, with Red Bull highlighting a raft of data that shows as much.

Nielsen statistics reveal that sports and energy has been the fastest-growing category of the last 12 months, adding £411million to soft drinks and contributing 47% of all segment value growth.

Further Nielsen analysis reveals that sports and energy is already the No.1 soft drink category in independents and symbols, accounting for 40% of all value sales and growing share by 3% over 12 months.

Within this, energy now accounts for 19% of all soft drink value and Red Bull was keen to point out that its original 250ml Energy Drink format continues to sell more units than any other single-serve soft drink, according to Nielsen’s findings.

Moreover, Kantar statistics indicate that 45% of the GB population bought an energy drink in 2023 – up 12% on the previous year – so there is a growing opportunity to get shoppers to trade up at the soft drinks aisles.

Red Bull says innovation around new flavours has particularly helped broaden the energy drinks segment’s appeal. Further Kantar research shows that 71% of new energy drink shoppers bought a flavoured product.

As such, Red Bull highlighted the importance of its flavoured Editions range – with 2.8million shoppers buying the brand, growing seven-fold in just two years, says Kantar.

Aiming to maintain the momentum, Red Bull has more flavours planned for 2024, and has already launched its Summer Edition Curuba Elderflower to excite shoppers and drive trial.

Retailers can be in with Pink

ENERGY drinks giant Red Bull has rolled out its latest Edition flavour with a touch of Pink as new permanent addition to its range.

The new Red Bull The Pink Edition Sugarfree combines the tastes of raspberry and other forest fruits with herbal notes.

Pack shot of Red Bull Pink Edition Sugarfree
Red Bull has launched its new The Pink Edition with Forest Fruits flavour.

The Pink Edition comes in a range of formats, as well, to best match the various needs from energy drinks shoppers, whether it be for smaller consumption occasions with its 250ml can (RRP £1.55) or for larger ones with its 355ml can (RRP £1.95).

Further to this, Red Bull has covered the demand for at-home drinks with a four-pack of 250ml cans, with an RRP of £5.

A spokesperson for Red Bull said: “Shoppers continue to seek out innovation with 83% of Energy Drink consumers wanting to buy across a variety of flavours and Red Bull has been successfully tapping into this demand with new and exciting flavour options.

“To ensure it continues to meet this demand across the full range, the brand is now leveraging the Sugarfree need across the flavoured part of its portfolio, with Red Bull Pink Edition delivering the first fully Sugarfree Edition.”