the Joshua Schall Audio Experience
What 32K Convenience Stores Just Revealed About Energy Drinks
Roughly 32,000 convenience store locations have spoken, and they shared some interesting opinions about the growing energy drinks category. And even if you aren’t familiar with every insight regarding this beverage category, I’m sure you intuitively recognize that convenience is the most important sales channel (by sales dollars) for energy drinks in the U.S. market. But here are my top “categorical” takeaways from the most recent Goldman Sachs Beverage Bytes survey. Firstly, 69% of c-stores stated promotional activity has increased…noting stronger consumer response to multi-buy offers as shoppers seek greater value. However, categorical price increases aren’t disappearing, as almost all c-stores expect energy drinks to raise prices once again before the end of the year. Finally, the biggest expected categorical beneficiaries of additional shelf allocations are Monster Energy, Alani Nu, and Bloom.
