Convenience deep diveConvenience overviewDemand for products perceived as being natural or lessprocessed is on the rise too. More than a third (34%) ofpeople who do not consume energy drinks say there shouldbe more natural alternatives available.13 We see signi昀椀cantpotential in homebound post-work journeys and eveningconsumption for natural, lighter energy drinks.Convenience data tablesPurdey’s Natural Energy Drinks, a range of sparkling fruitjuice blends infused with botanicals and B Vitamins,are ideally placed for occasions such as this. Clearlysignposting the range and running promotions to drive trialwill help retailers realise energy drinks’ full potential byattracting more people into the category and encouragingconsumption on a wider variety of occasions.motoring gen-ZForecourt operators need to up their efforts toattract younger consumers. Share of spend inforecourts of people aged between 20 and 34has crashed from 18.1% in 202214 to just 11.4%in the year ending January 2024,14 despiteshare of shoppers belonging to this age groupbeing 24.3% in 202214 and 19.5% in 2024.14Clearly, more needs to be done to encourageGeneration Z to spend in forecourts.We’re doing this with activities such as the2023 partnership with Rockstar Energy® andglobal rap superstar, Stormzy, the multi-yearpartnership Rockstar Energy® signed withfestival organiser Live Nation in April, thelaunch of Tango Blast 昀氀avours and the ‘YouProbs Prefer Pepsi’ campaign. Forecourtoperators should aim to encourage youngershoppers into their outlets via social mediaactivations showcasing their chilled drinksranges and offering deals.52 w/e share of soft drink value & buyers by shoppers aged 20-34 in forecourts14Share of spendShare of buyers24.322.319.518.115.011.452we 23 Jan 202252we 22 Jan 202352we 21 Jan 202413 Mintel Sports & Energy Drinks 202314 Kantar WPO Forecourt Shopper Spend and Buyer Shares - 52we 21.01.24CONvENIENCE DEEP DIvE37
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