Rollouts of new energy drink products are on the rise | Supermarket News
In today’s dynamic market, the energy drink industry is experiencing a surge in new product launches. Retailers are capitalizing on consumers’ growing demand for convenience, health and wellness, taste, and functionality. Chicago-based market research firm Circana’s 2023 New Product Pacesetters report reveals that consumer preferences have evolved beyond mere sustenance and refreshment, giving rise to a wide range of energy and performance-boosting products. These include offerings like Starbucks’ “Cold & Crafted” coffee for an on-the-go boost, Gatorade’s “Gatorlyte” with lower sugar content, and Red Bull’s “Green Edition” infused with dragon fruit.
Energy drinks have become increasingly nuanced, incorporating benefits like vitamins and a focus on hydration. Surprisingly, more than 41% of consumers now seek beverages for hydration, while others prioritize nutritional benefits and energy boosts. Soft drink varieties and flavors are expanding, appealing to a broader spectrum of consumers, from those aiming to lose weight to fitness enthusiasts and those simply seeking refreshment.
Notably, some suppliers are collaborating with popular candy brands like Skittles and Starburst, catering to consumers who appreciate familiar flavors and brand equity. This co-branding trend is on the rise and adds excitement for both retailers and consumers. Flavor and functionality remain crucial drivers of consumer interest in soft drinks and energy drinks.
The key to success in the ever-evolving soft drink industry is staying attuned to consumer trends and demographics. Retailers must be agile, adopting and discontinuing products based on market dynamics. Meeting consumer expectations, especially regarding pricing, remains a significant challenge, as consumers have not easily absorbed cost increases. Therefore, retailers are exploring strategies like bundling non-carbonated beverages with soft drinks and deploying innovative marketing methods to maintain and enhance their profitability in the beverage sector…….
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Rising Dough
How can businesses in the soft drink industry effectively navigate the challenge of rising costs while meeting the evolving demands of consumers for convenience, health, taste, and functionality in their products?
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