Flavour - the key ingredient to driving energy drink sales

With energy being such a crowded market, there’s a job to be done to keep shoppers engaged and excited by the category – this is where flavour innovation can play a big role.

Reading time: 5 minutes

The soft drinks category is booming, putting an extra £347.4 million through tills in 20221. In fact, sports and energy drinks led the way, contributing the largest growth at £203 million (13.6%) with volumes surging by 7.8%2.

From brand-new flavours and different and unique brands entering the category, the options available for shoppers are endless. It is of course important to stock the core favourites in your range, but where you can differentiate yourself is by stocking trend-led innovations that are going to get your customers excited and help you drive sales.

We know that energy drinks are an impulse-led category, with purchase decisions often made at the fixture. Recent statistics show that 50% of impulse shoppers don’t even have a specific brand or flavour in mind when entering a store3, so there’s a real opportunity to surprise and delight with new flavours to boost basket spend.

Research also shows that flavours are the top purchase motivator for Gen Z shoppers and that new flavours rank highest for influencing soft drink purchases for this demographic4. What we have found is limited editions can create that buzz in-store and keep younger consumers engaged with the tried and trusted brands they know will deliver on flavour innovation year after year.5

Rockstar Energy Range

The Rockstar Energy® range can help retailers capitalise on the demand for new flavours with an extensive offering – from your core favourites through to the most recent flavour innovations. To make the most of the category, we recommend stocking a selection of our best-sellers and newcomers to the category like:

  • Rockstar Juiced: Tropical Punch

  • Rockstar Punched: Tropical Guava

  • Rockstar Punched: Sour Raspberry

  • Rockstar Refresh: Watermelon & Kiwi

  • Rockstar Refresh: Strawberry & Lime

  • Rockstar Punched: Sour Bubble Burst

  • Rockstar Original

As well as offering a range of flavours, Rockstar Energy® has worked hard to offer reduced sugar versions across its core range, including zero-sugar flavours such as Strawberry & Lime and Watermelon & Kiwi. As part of Britvic’s innovation pipeline focused on lower sugar options, these choices continue to deliver on taste, with flavour remaining a priority.

By stocking the latest flavours from trusted brands like Rockstar Energy®, retailers can capture impulsive purchases and drive soft drink sales overall.

1. IRI, Total Convenience, Total Soft Drinks, Value growth YoY, 52WE 01/01/2023

2. NielsenIQ RMS, Total Coverage, TSD Britvic Defined, MAT to 25/03/2023 

3. Shoppercentric Britvic Bespoke Immediate Consumption Research December 2021

4. Shoppercentric Britvic Bespoke Immediate Consumption Research, December 2021

5. Shoppercentric Britvic Bespoke Immediate Consumption Research, December 2021

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