“The importance of natural ingredients increases with age and, with the stimulants category being heavily skewed towards younger shoppers, this represents an opportunity to expand the appeal of energy drinks,” states the firm’s Soft Drinks Review. Their use in energy drinks could also make the market more accessible for older age brackets. “Natural ingredients appeal to one in three sports and energy drink users ( Mintel),” claims Britvic. They are different animals.”Īnd it’s not just younger consumers who have an interest in natural ingredients. There is a new generation coming through that are more interested in healthy, natural products.
“I would say that juice-based energy drinks, such as Rubicon Raw, are appealing to younger, more health-conscious drinkers. “They are definitely bringing in a different crowd to the tradies who are outside working all day and tend to go for big cans of Red Bull or Monster,” says Conrad Davies, who owns two Spar Express stores and two Spar supermarkets in North Wales. Juice-based energy drinks featuring natural ingredients, such as Barr’s Rubicon Raw range – launched in February 2021, have played a crucial role in broadening the appeal of the category. Natural juice-based energy drinks are pulling in a new crowd More shoppers have bought into energy this year, states AG Barr. “An additional 400,000 energy shoppers have come into the category in the last 12 months, generating an extra £15 million for retailers,” says AG Barr marketing director Adrian Troy, citing Kantar.ģ. “It is because of insight like this that we launched Lucozade Alert, our distinctive stimulation drink range.” “ 75% of people are concerned about their levels of tiredness and stress,” says Matt Gouldsmith, channel director, wholesale, SBF GB&I.
Strong growth in sales of energy drinks is partly down to brands broadening their portfolios with products designed to appeal to a wider range of shoppers and occasions.Ĭoca-Cola Europacific Partners (CCEP), for example, launched an HFSS-compliant Relentless Zero Sugar range last May, while Boost, expanded into 500ml juice drinks, and Suntory Beverage & Food (SBF) GB&I released Lucozade Alert last September specifically focused on fighting tiredness. An extra 400,000 shoppers have bought energy drinks in the past year
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