Britvic-SDR-Convenience-v14 FV - Flipbook - Page 36
Welcome
Sustainability
Category overview
5 to Drive
Recharging the Energy Evolution
We’ve identi昀椀ed several routes to soft drinks’ £36m
growth prize. Most of that 昀椀gure comes from just one
drinks category: energy drinks, which includes both
classic energy and natural stimulants, which are already
worth £109m to the channel,9 despite the fact that
only 2.1% of forecourt shoppers currently buy them.10
By increasing that number, retailers can unlock further
revenue to take their slice of the pie.
While 11.5% of convenience market spend on energy
drinks was through roadside petrol multiples in 2023,11
we’re certain the channel can drive further growth if
retailers apply data-driven insights to their approach.
It’s important to consider people’s reasons for visiting
forecourts. Research shows that many are doing so
because they want an energy boost. In fact, people
are twice as likely to be looking for an energy boost in
forecourts than they are when they visit outlets in the wider
convenience retail sector.12 Despite this, and as we’ve
seen, the number of shoppers who buy energy drinks from
forecourts remains surprisingly low.
It’s worth noting that 63% of spend on energy drinks in
forecourts takes place between 9am and 2pm,12 a fact
that makes sense given the need many of us have for a
pick-me-up at the beginning of the day or in the midst of a
post-lunch slump. This suggests that energy drinks have a
bigger role to play at other times, such as the homebound
commute and evenings.
Different occasions demand different drinks. Classic
energy drinks 昀氀avours such as Red Bull Original or Rockstar
Energy® Original are perfect for those key morning energy
boosts. Fruit 昀氀avour variants like Red Bull Editions or
Rockstar Energy® Refresh Watermelon & Kiwi make great
accompaniments for lunch and snacks later in the day, as
well as standalone refreshments.
Energy drinks’ importance for the channel comes from the
fact that those who do buy them are loyal and buy
them regularly. Broadening the appeal of
energy drinks to attract more people
and to encompass a greater variety
of consumption occasions will
deliver much of the growth
we’ve identi昀椀ed. Championing
sugar-free energy drinks,
merchandising them in prime
impulse spots in-store and
linking with social media to
engage consumers will play
a key role.
9 Circana, Total Stimulants Britvic De昀椀ned, Roadside Petrol Multiples, Value, 52we 31.12.23 vs. YA
10 Kantar WPO Out of Home Forecourts 52 w/e 18/02/2024
11 Circana, Total Stimulants Britvic De昀椀ned, Roadside Petrol Multiples, Value Share %, 52we 31.12.23
12 Lumina Intelligence Convenience Tracking Programme 52 w/e 04.02.24
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CONvENIENCE DEEP DIvE
