Focus On - Sports & Energy

Brought to you by: Plan for Profit 11 1. NIQ Discover Total Independent & Symbols S&E Drinks L52W W.E. 04/01/24 2. Red Bull Research 2023 0 Q. What do you do if your favourite Energy Drink is not available at STORE? Base ED Shopper: Discount (N=2288), Supers/Hypers (N=1864) 3. Circana Retail Soft Drinks Value Sales L52 w/e 19th Jan 2025 PACK FORMATS 70% of Energy consumers will only purchase one can size. 1 Sports & Energy multi-serve is growing faster than single serve ( +6% vs +3% ) in Convenience. 1 However, single serve still accounts for 91% of total Sports & Energy sales value, making it crucial to prioritise. 1 Alternative formats of Sports Drinks are driving growth, with a +41% value increase in 750ml vs. last year. 3 This highlights the importance of offering a wide range of pack sizes to capture all potential shoppers and occasions. buy another energy drink go another store buy another time not buy anything 6% 37% 26% 21% 10% buy another drink If they can't find their preferred size on the shelf, 37% will leave the store and purchase elsewhere. 2 SMALL MID LARGE 45% 52% 53% LARGE CAN = MORE LOYAL TO SIZE SMALL MID LARGE 70% ONLY BUY ONE CAN SIZE % WOULDN'T PURCHASE ANOTHER SIZE ENERGY DRINK SIZE SUBSTITUTION +41% VALUE INCREASE 37% Retailers can use Point-of-Sale to highlight hydration benefits in Sports Drinks to maximise sales.