BEST PRACTICES
IN ENERGY DRINK
MERCHANDISING
How to make an impact in a
competitive marketplace.
COPYRIGHT THE CENTRAL GROUP 2023
ENERGY CATEGORY ADDED
NEW SHOPPERS IN 2023
60% (+16%)
Stated Increasing energy levels as the #2
health goal that they are supporting by
spending money on natural products 1
25%
Of consumers are spending money on
dietary attributes like Non-GMO1
SPORTS NUTRITION ITEMS
that can help consumers achieve their
objectives are in higher demand as more
individuals develop an interest in physical
fitness and sports.
Energy ingredients are essential to these
products. They are frequently added to
aid with endurance, reducing fatigue,
and boosting mental concentration
when exercising.
[1] https://www.nutritionaloutlook.com/view/how-are-natural-product-shoppers-responding-to-inflation
5526 Timberlea Boulevard, Mississauga, Ontario L4W 2T7
905-238-8400
Copyright 2023 The Central Group Ltd.
A NEW AUDIENCE FOR ENERGY DRINKS
THE WELLNESS EFFECT
This consumer behavior trend opens the energy drink category to meet new needs
such as immunity, cognitive support, and added vitamins to expand the audience.
New, non-traditional target markets are attracted to these products, people such as
fitness enthusiasts, on-the-go moms, healthy-eating enthusiasts.
Wellness messaging, supported by lifestyle imagery and clear product benefits can be
a winning focus on secondary display and messaging needs to evolve along with the
audience.
IMPORTANT MESSAGING:
• Sugar Free • Specific Good-for-you ingredients,
• Organic such as L-theanine, lutein, choline, etc.
• No Preservatives • Functional health benefits like immune
support, heart health and more
• Accelerates Metabolism
https://www.nutritionaloutlook.com/view/energy-drinks-in-2022-sustainable-natural-and-making-a-difference
https://www.glanbianutritionals.com/en/nutri-knowledge-center/insights/energy-drink-trends-what-expect-2022
5526 Timberlea Boulevard, Mississauga, Ontario L4W 2T7
905-238-8400
Copyright 2023 The Central Group Ltd.
DISPLAY MUST STAND OUT IN A SEA OF COMPETITORS
BRAND DECISIONS ARE MADE
IN LESS THAN 4 SECONDS
Within that time, they
typically pass
606 INDIVIDUAL
PRODUCT DISPLAYS
(an average of 0.3 seconds
per display).
(EXPLORER RESEARCH GROUP, 2023)
Nearly four in 10 (38%) say
they shop at c-stores
TWO OR MORE TIMES
A WEEK, while nearly
two-thirds (62%) visit
c-stores at least once
a week.
(EXPLORER RESEARCH GROUP, 2023)
5526 Timberlea Boulevard, Mississauga, Ontario L4W 2T7
905-238-8400
Copyright 2023 The Central Group Ltd.
C-STORE SHOPPERS PLAN
THEIR PURCHASES AND ARE
LOYAL TO THE C-STORE
CHANNEL EXPERIENCE
66% 70% 71%
of Americans mostly of c-store shoppers are of shoppers say they
buy what they entered influenced by what discover new products
the store to purchase. they see promoted on and brands in-store.
(NC Solutions, 2022) social media. (NC Solutions, 2022)
(NC Solutions, 2022)
KEEP DISCOVERY ALIVE
FOR GEN Z & MILLENNIALS SHOPPERS SEEKING NEW
FLAVORS AND PRODUCTS TO TRY
5526 Timberlea Boulevard, Mississauga, Ontario L4W 2T7
905-238-8400
Copyright 2023 The Central Group Ltd.
WHAT ARE THE TOP DRIVERS
OF PRODUCT PURCHASE?
• Affordable price (74%)
• On sale (52%)
• Natural ingredients (52%)
• Novelty (49%)
• Proven quality (39%)
• Supports new health goal (27%)
• Trusted brand (25%)
Affordability is key, and when a product is on sale,
it motivates customers to try something new.
In addition, 27% of consumers said they bought
a new product to support a new health goal, so
aligning products with top health goals can
support new consumer acquisition.
1-https://www.nutritionaloutlook.com/view/how-are-natural-
product-shoppers-responding-to-inflation
FACTORS BUILDING LOYALTY:
Price discounts (83%) Better product quality (47%)
Loyalty rewards (58%) Natural ingredients (42%)
Price and rewards remain important reasons that customers will stay with their current
favorite brands—or whether they will buy new ones instead.
5526 Timberlea Boulevard, Mississauga, Ontario L4W 2T7
905-238-8400
Copyright 2023 The Central Group Ltd.
THE FIVE KEYS TO
EFFECTIVE MERCHANDISING
1 2 3
Put the product
Create adjacency
Call out product in context and
in store with
information & link to usage
other
benefits like non- occasions like
complementary
GMO. pre workout,
items in store (to
Showcase post workout,
coffee) like
ingredient morning coffee
breakfast,
imagery replacement,
snacking etc.
4 5
meal etc.
Appeal to the
Showcase wide
consumers’
assortment,
demand for
highlighting
novelty by calling
flavors,
out the
ingredients and
opportunity for
recipes
them to discover
inspiration
brands
5526 Timberlea Boulevard, Mississauga, Ontario L4W 2T7
905-238-8400
Copyright 2023 The Central Group Ltd.
