Sports & energy products are now worth £3.9bn and seeing fast growth, +23% vs last year, ahead of wider FMCG (Nielsen).

There are several health needs that are driving functionality amongst young UK consumers, including digestive issues, mental well-being and stress – contributing to the growth of products such as Kombucha and CBD enhanced drinks (Euromonitor). That said, these are still very much emerging categories, with traditional claims still at the forefront of shopper needs i.e. good source of vitamins, hydrating and energy boosting (Euromonitor), showing the need for energy is still driving shopper choice in-store.

Additionally, 1 in 4 now say that health and wellbeing is their number one priority (NIQ). With 75% of shoppers considering health when they choose a soft drink, it’s key to make sure there is a sufficient offering of sugarfree and zero alternatives alongside full sugar soft drinks to cater to this need (Appinio).

Demand for Flavoured Energy Drinks has never been stronger, acting as an entry point for consumers. The category is now bought by 13 million shoppers (Kantar), and with 1 in 4 of them being new to functional energy, it’s a key area to drive penetration (Kantar). Newness and variety are also key, with 83% of Energy Drink consumers wanting to buy across a variety of flavours (Appinio) and the category has been tapping into this demand with new and exciting options (Kantar).

“Red Bull is a driving force behind flavours in the market and NPD has been largely incremental, with 45% of shoppers that bought into the flavoured Editions range being new to the brand (Kantar). Editions have driven fast growth, driving 33% of all functional energy flavoured growth this year (Nielsen),” a Red Bull spokesperson comments.

Innovation has been vital to the success of Energy Drinks growth this year, with particular engagement around new flavours, which has helped broaden the category’s appeal to new groups of shoppers, where taste was previously a barrier.

For Red Bull, NPD has been largely incremental with nearly half of shoppers that bought into the Editions flavour range being new to the Red Bull brand (Kantar), acting as a gateway to the core range. Red Bull Editions are growing ahead of total Sports & Energy flavours, with the range now valued at £63m, +39% YoY (Nielsen). Last October Red Bull launched its first Red Bull Winter Edition Spiced Pear, which delivered strong sales and drove growth, selling 2 million serves within in its first six months (Nielsen) and driving 35% of Edition’s growth within the first 12 weeks of launch into independent and symbols (Nielsen).

With health such a key consideration for soft drink consumers, it is important that the Energy category caters to this need. Offering more no sugar options is key to building incrementality for the category with more users, consuming energy drinks more often, and across more occasions. Red Bull has been key to driving this growth, with a portfolio that offers choice, growing shoppers and frequency of its no sugar products year on year (Kantar).

To further cater to this need, this January, Red Bull is broadening its no sugar offer with the global launch of Red Bull Zero, delivering Zero Calories. 100% Wiings. With taste the number 1 driver of purchase (Kantar) Red Bull Zero aims to fill a gap in the current line-up, with the liquid closer to the taste of Original Red Bull Energy Drink, the #1 single serve soft drink in the market (Nielsen). Red Bull Zero will deliver the same energy boost and taste, but without the sugar. Red Bull Sugarfree also caters to this need, providing a no sugar offering but with a distinct flavour that has built up a loyal shopper base.

The can, featuring the brands’ two most distinctive and recognisable assets – the core blue and silver rhombus design and the bull brand logo, along with a ‘New Taste’ flash, sits seamlessly into the Red Bull Energy Drink line-up and will be available in 250ml plain and PMC cans, 355ml can, 473ml can, 4 x 250ml and 8 x 250ml can multipack.

With 86% of energy drinkers open to experimenting with flavours (Appinio), the sub-category has been vital to total Energy Drinks growth. Flavoured Energy Drinks are driving value, with sales of Red Bull Editions growing +39% on last year (Nielsen), driving 33% of all flavoured functional energy growth this year. As the portfolio grows, so does loyalty to the Editions range, growing by +20% vs 2YA (Kantar).

Continuing to meet consumer demand for seasonal flavour innovation within the Energy category, Red Bull’s latest launch is its second Winter Edition – Iced Vanilla Berry.

Packaged in a cool blue can, as its ‘iced’ name suggests, Red Bull Winter Edition Iced Vanilla Berry offers the exceptional taste of blueberry, vanilla, cotton candy and icy-fresh notes of eucalyptus.

Consumer testing showed a high purchase intent for the new flavour, with 72% saying they would be likely to buy an Iced Vanilla Berry flavoured Energy Drink and 49% of these inclined to as it is new and interesting (Appinio).

The Energy market is currently worth £300m more than just three years ago and flavours have added £25m over the last year (Circana). Fruit flavours are growing twice as fast as non-fruit flavours (Circana) and summer is a key period for the category, as we see 60% of energy switches come from fruit juices throughout the summer months (Kantar).

AG Barr’s Rubicon RAW, the fastest-growing energy brand (Circana), is inviting retailers to ride the wave to top energy sales with new Rubicon RAW Wave Editions.

Available from February 2025 as a 12-month limited edition range, the two 500ml Big Can drinks will come in two exciting new flavours, Berry & Grape and Peach & Apricot, tapping into the growth in mixed flavours within energy drinks.

Both new flavours performed exceptionally well in consumer research with 85% of shoppers saying they would buy the range (JVA Research).

The launch will be supported by the brand’s biggest ever marketing investment of £1.5 million throughout 2025. Influencer activity, mass sampling and heavyweight social media will see it reach 2 in 3 Big Can Energy Drinkers. Retailers can make use of the brand’s vibrant, eye-catching point of sale material to create in-store theatre and attract shoppers to the fixture and drive their sales.

Rubicon RAW has quickly established itself as a must stock in the energy category. As the fourth biggest big can energy brand on the market (Circana), the brand’s sales are 60% incremental to the category (Kantar), providing wholesalers and retailers with a clear profit opportunity by stocking Rubicon RAW within their energy fixture.

Adrian Hipkiss, Head of Energy Brands at AG Barr, says: “The energy drinks market remains one of the most profitable for retailers, driving nearly half of all drink-now soft drinks growth (Circana). We’re proud to be one of the best-performing ranges in energy, recruiting more shoppers than competitor brands (Kantar) and delivering a 75% repeat purchase rate (Kantar).

“There’s still a huge opportunity for growth, as 60% of shoppers still don’t buy into the energy category (Kantar) and traditional energy drinks aren’t always seen as appealing for new shoppers. Our two new flavours, alongside our core five, offer something truly different as we appeal to a much broader base of consumers with different energy needs. The No. 1 reason shoppers choose Rubicon RAW is its 20% real fruit juice content, which together with natural caffeine and B-vitamins provides a big energy hit that’s full of flavour.”

Rubicon RAW is currently the fastest growing big can energy brand (Circana), outperforming the total market and delivering on shopper demand with 20% fruit juice, natural caffeine and B-vitamins.

Since launching in May last year, Apple & Guava has exceeded all sales expectations, selling over 3.5 million cans since launch (AG Barr sales data), and quickly establishing itself as the No.1 apple flavoured energy drink in the market (IRI).

In Scotland, PWR-BRU has been driving sales in the energy drinks fixture since launching last summer, with 60% of sales incremental to the total category and 77% of consumers stating repeat purchase intention (AG Barr sales data).

From the house of IRN-BRU, the No. 1 Scottish grocery brand, PWR-BRU quickly grew to become the biggest ever energy launch in Scotland, delivering more than one million units (Circana). Available in four flavours: Diablo Cherry, Origin Original, Dropkick Tropical and Maverick Berry (500ml £1.40 RRP or £1.19 PMP), each one offers something different but still has the iconic essence of BRU. The brand is proven to be bringing carbonates shoppers into energy.

Better and more natural energy is on the rise, as research shows almost half of non-energy drinkers are put off by sugar and have concerns about the effects of caffeine. Rubicon RAW is perceived as the most different energy brand in big can and 50% of shoppers perceive it as being a natural energy drink (Mintel), thanks to the natural caffeine and fruit juice content.

Adrian Hipkiss, Commercial Director, Boost comments: “Within the soft drinks category, Sports and Energy account for £938m (Circana) and are continuing to drive growth across channels. And when you take a closer look into the energy sub-categories, it’s Energy Stimulation drinks that are a significant contributor to the value growth of the Soft Drinks category, growing +14% YoY, and accounting for 24% of all Soft Drink value sales (Circana).”

Boost Sport takes pride in its strong positioning within the Sports Drinks category. Sitting at the forefront of the category’s growth pattern with its +36% value growth YOY (Circana), Boost Sport is currently the #2 Sports Drink brand in volume (Circana).

Now more than ever, sales of 500ml cans are booming with +20% (Circana) growth YoY, worth £376m and +48% growth in the category coming from flavoured 500ml variants alone (Circana). This has led to the segment currently being the fastest growing category in Energy Drinks.

With consumers becoming more health conscious, we are currently seeing an upward trend toward sugar free purchases with a 17% growth year on year. Considering the rise in flavours and sugar free products, Boost has innovatively introduced brand-new sugar free SKUs: Tropical Blitz and Apple & Raspberry. Boost Sugar Free 250ml has seen a +23% growth since NPD launch.

In October, Boost announced the introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1. Leveraging its standing as the third largest brand in Energy Stimulation, Boost expanded on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m – enjoying 13% YoY growth, offering even bigger profits for retailers. The three varieties available in new 500ml cans have been carefully selected, with sales data placing them as the best-selling in Boost’s 250ml Energy range.

“Boost is the sole brand to hold a top-four position in three distinct categories within the Functional Drinks market – Energy Stimulation, Sports Drinks and RTD Iced Coffee. Within this, Boost is the third largest brand in the Energy Stimulation category (Circana), and the second largest brand In the Sports Drink category (Circana) something we’re incredibly proud of,” added Hipkiss.

Kate Abbotson, Senior External Communications Manager, GB – at Coca-Cola Europacific Partners (CCEP), comments: “The energy category is now worth £2bn (NIQ) and Monster remains a major driving force behind this growth, adding more sales value than any other brand (NIQ). In fact, Monster has added an extra £108m worth of sales (NIQ) over the last year, becoming the fastest growing major energy brand in GB (NIQ), against a backdrop of double-digit volume growth (NIQ).

“Energy drinks are adding more value to the soft drinks category than any other segment (NIQ). And much of this is down to diversification and innovation, which Monster is known for. Monster contributed more than half of NPD value sales over the last year (NIQ).”

Innovation highlights from this year include Monster Reserve Orange Dreamsicle, Monster Nitro Cosmic Peach and most recently Monster Ultra Strawberry Dreams which joined the Ultra range – the no.1 zero sugar energy brand in GB (NIQ). And the biggest success story of the year is Monster Juiced Bad Apple, which is the best performing energy launch in 2024 (NIQ).

“Despite the emergence of new innovations, traditional energy drinks still remain popular, with Monster Original remaining our flagship offering. This underscores the importance of maintaining a robust core product range alongside stocking new launches,” adds Abbotson.

Many are looking for drinks with added benefits to fuel them during their workout, which is why performance energy drinks are growing in popularity.

Reign Total Body Fuel is leading the way. It contains 200mg of naturally sourced caffeine, with a recipe enriched with branched-chain amino acids (BCAAs), and Vitamins B3, B6 and B12, which may contribute to the reduction of tiredness and fatigue to a normal energy-yielding metabolism.

Just like the wider energy drinks category, consumers are looking for options that deliver on taste as well as functional benefits. In 2023 CCEP added Reign Mang-o-matic to its range, tapping into the popularity of Mango-flavoured drinks – especially given the popularity of the tasty mango-flavoured variants in the Monster Energy range.

Nelly Edwards | Refresco commercial brand manager, comments: “As isotonics grow in popularity, Emerge has made its biggest ever investment to date in 2024 with its partnership with Tough Mudder UK, aimed at increasing awareness of the great value and taste of the range. This partnership has just been extended for a further two years, plus Emerge have released a sixth flavour to its sports range, Mango and Passionfruit, which launched this summer.”

There’s no excuse to flag during any sporting activity – Emerge sport contains a balanced combination of water, carbohydrates and electrolytes which support the absorption of water keeping you hydrated when you need it most. The Emerge sport range includes drinks enhanced with B vitamins and comes in a convenient format, which can be consumed throughout the day to boost energy levels. This combined with Emerge’s great value pricing makes it the perfect choice for a drink ‘on the go.’ As well as supporting great hydration, the added benefits of electrolytes and vitamins are great for performance and recovery.

Emerge sports drinks are the perfect companion for the Tough Mudder course, combining refreshing flavours with carbohydrates and electrolytes, its isotonic formulation helps keep drinkers hydrated when they need it most.

Healthier lifestyle choices are also driving market trends, with added benefits growing in popularity. Choice is increasingly important to keep up with people’s ever-changing tastes and consumer lifestyles. The collective environmental conscience is growing and Emerge has responded to this with an insight-based rebrand project that resulted in eye-catching designs with 30% recycled materials.

“We’ve found that new flavour experiences are a great way for drinkers to try our brand,” Edwards reports. “Our great value price and iconic Mango and Passionfruit adds yet another delicious taste profile to the Emerge sports drink range. Our Tough Mudder partnership being extended for another 2 years is brilliant news as we can’t wait to see even more on-course action in 2025 and beyond. Our drinks will be there to keep participants hydrated, and we’ll be on hand to offer support to those conquering Everest!”

Shaun Whelan, Jack Link’s Convenience/Wholesale and OOH Controller, comments: “More shoppers are searching out high protein, tasty meat snacks as healthier alternatives to traditional crisps and confectionery for their lunches and to enjoy across the afternoon. Many shoppers see meat protein snacks as the best source of protein to give them energy.”

The jerky and biltong meat snacks category is one of the fastest growing categories across the total store. The category in total grocery is worth over £40 million RSV (retail sales value). It is growing in both value and units and has more than doubled in value over the last five years, with the headroom to double again as still fewer than one in ten households buy it.

The strong category growth has been led by the clear category leader Jack Link’s which has more than tripled retail sales value over the last five years. In the last year Jack Link’s has grown its sales in value and volume.

High in protein, Jack Link’s Beef Jerky and Jack Link’s Biltong are pure, unadulterated snacks made with 100% lean beef, seasoned dried and smoked slowly, following a traditional recipe. Both products are packed with protein, offering a long-lasting energy release.

The nature of Jack Link’s makes it ideal to be consumed across the day, and is especially popular in the afternoon, as people enjoy the several pieces of meat in each pack that provide a tasty chew between mealtimes and give them energy.

Jack Link’s Beef Jerky Original 25g has the highest unit rate of sale of any product in the category, providing shoppers with a smaller, entry-level product into the category.

As a 100% lean beef, ready to eat snack, Jack Link’s is high in protein, naturally lean, low in calories (below 70 calories in every 25g serving), and low in fat.

Shoppers see meat protein snacks as the best source of protein to give them energy for the whole day, which makes Jack Link’s a good alternative to traditional crisps.

Jack Link’s Beef Jerky in Sweet & Hot and Teriyaki flavours is for consumers wanting a little more indulgence.

“We believe the on-the-go market is increasingly important to time-poor shoppers,” adds Whelan. “We know shoppers looking to buy Jack Link’s Beef Jerky are predominately male, aged between 16-45 years old, with a keen interest in sports, healthy eating, and lead an active lifestyle. More importantly, these shoppers are willing to pay a premium for jerky and biltong meat snacks.”

With the rise in the health, well-being and fitness culture, protein is essential for muscle repair, immune function and overall wellness and it is a crucial component of post-workout recovery and muscle growth.

Jack Link’s is on a mission to drive category awareness and product trial to attract more shoppers, with £3million investment in media over two years, and in particular sampling at festivals and gaming events.

Jack Link’s is using social media very heavily to help build category awareness. Social media is shaping people’s beliefs and consumption behaviours. This is especially true for millennials and gen-z, who spend more than two hours each day consuming content on social media platforms.

The Jack Link’s brand has been connecting with digital influencers in these areas to showcase the variety of products available in the range and how Jack Link’s Beef Jerky is the ideal snack for people leading an active lifestyle.

Jack Link’s also sponsors the top e-sports team, Fnatic, using their platform to boost brand awareness and trial amongst gamers.

Jack Link’s recently redesigned its packaging following extensive research and feedback from customers. By listening to their needs and preferences, the new design created for both the Beef Jerky and Biltong promotes the high-quality aspect of the product, reflecting category trends in craftmanship and functional nutrition benefits in a contemporary and appetising way.

“Great merchandising is key to great category visibility to maximise sales. The unseen is unsold, so visibility of the bestselling products is key to maximising sales,” says Whelan.

“Merchandising with other bagged snacks, crisps and nuts is fundamental, as ambient protein meat snacks offer a healthier alternative snack for shoppers, who have become more health conscious and are seeking out a high protein, low calorie brand that tastes great.

“Dual merchandising of Jack Link’s is key to ensure shoppers can easily find their favourite brand on the main fixture. When merchandised alongside crisps, nuts and bagged snacks, Jack Link’s Beef Jerky offers customers a healthier option, encouraging them to trade-up.”

Ben Parker, GB Retail Commercial Director at Britvic, comments: “In 2023, stimulants outperformed the wider market, with value sales growing by 23.7% year on year and adding the most value (£181.5m) to convenience (Circana), making it the number one soft drink segment (Circana) in convenience. Sports drinks were the winning segment in 2023, with value growth of +64.6% to convenience (Circana).

“While these drinks haven’t made their way into every household (Kantar), energy drink enthusiasts contribute a significant 85% of all sales (Kantar), leaving a massive opportunity for wholesalers to grow and tap into this lucrative segment.”

No sugar stimulants are growing twice as fast as standard variants (Nielsen IQ). To cater to those shoppers looking for sugar-free options, Rockstar Energy® made an important move in 2022 to reduce sugar content across its core range. This adjustment ensures that the brand’s top six sellers comply with HFSS (High in Fat, Salt, and Sugar) legislation. By doing so, Rockstar Energy® not only solidifies its position as a reliable choice for wholesalers, but it also opened new opportunities for energy drink sales through impactful, high visibility merchandising and promotions.

In today’s crowded energy drink market, it’s crucial for brands to stand out on the shelf and capture the attention of consumers. To do so, Rockstar Energy® recently unveiled a comprehensive rebrand, aiming to elevate its visibility and boost sales.

The redesigned 500ml Rockstar Energy® cans feature a simplified look and feel, with enhanced graphics, particularly on the zero-sugar varieties, to align with consumer preferences. By streamlining the Rockstar Energy® range and prominently displaying the diverse flavour offerings available, the brand is positioned to attract a wider audience and maximise sales opportunities for wholesalers.

Rockstar Energy®’s updated packaging showcases its range of flavours, such as Tropical Guava, Blueberry & Pomegranate, Strawberry & Lime, and Watermelon & Kiwi, making it even easier for shoppers to spot their favourite on the shelf. This increased flavour visibility, combined with the brand’s eye-catching design, can help Rockstar Energy® effectively stand out on crowded retail shelves.

Berry flavours are now worth £63.8m and growing at 37.4% year-on-year (Nielsen IQ), and to tap into this trend, Rockstar Energy launched its zero-sugar Blueberry variant. Combining a popular flavour profile with Rockstar’s signature energy boost, this latest addition enables wholesalers to increase sales by tapping into the trend.

The subtle blueberry flavour was designed to recruit older consumers while retaining Rockstar Energy®’s core 18-35 following, and available in a price-marked pack (PMP) format across convenience and wholesale. “Beyond classic energy drinks, consumers are also increasingly seeking natural functional beverages too. The wellness category is experiencing growth, with shoppers pursuing healthier options when looking for their next soft drink. Purdey’s is the number one natural energy brand and investing into natural energy alternatives are key to future-proofing growth in the energy drink market,” adds Parker.

“Wholesalers can grow their range with the likes of Purdey’s Natural Energy range of sparkling fruit and botanical blends with added B vitamins. Comprised of three unique blends – Rejuvenate, Refocus, and Replenish – each flavour is a delicious blend of fruit juices, carbonated spring water, natural plant extracts like guarana and ginseng, and B vitamins. Packaged in stylish 330ml glass bottles or 250ml slim cans, they cater to consumers seeking natural refreshment and revitalisation.”

Huib van Bockel, Founder of TENZING, comments: “TENZING Natural Energy is changing the energy drinks category for good, with energy that is purely from plants, low in calorie and B-Corp certified. TENZING is the UK’s No.1 better-for-you option in energy drinks, available in over 7,000 stores, and since launch they sold over 35 million cans.”

Artificial Sweeteners, and High Sugar are within the top health concerns among UK soft-drink consumers. It is important for retailers to offer consumers healthier alternatives, also in Energy Drinks. TENZING Natural Energy offers the No.1 solution in the UK.

The brand’s key focus remains on driving penetration by increasing awareness through targeted media campaigns and sampling during key occasions. Sampling continues to be one of the brand’s most effective conversion drivers – once people try TENZING, they tend to become loyal consumers, which speaks to the strength of our product.

“Wholesalers must guide their customers to embrace true innovation and diversify their portfolios with purpose-led brands like TENZING,” adds van Bockel. “By optimising shelf space with natural energy and sustainable products, they energise their offering and meet rising consumer demand. This isn’t just about products; it’s about championing the future. Sharing best practices, educating retailers, and leveraging standout POS—like branded chillers and custom displays—helps drive visibility and engagement. When wholesalers inspire retailers to think boldly, they equip them with the tools to summit the ever-evolving sales landscape.”

Abi Armson, Senior Brand Manager Cathedral City at Saputo Dairy UK, comments: “High protein options are leading the charge as consumers are increasingly looking for ways to ‘sneak’ more protein into their everyday diet with easy and accessible options that deliver on both nutrition and taste.”

The global high-protein based food market is projected to increase by $40.67 billion between 2022 and 2027 (Technavio) and the UK protein market is expected to reach over £500 million by 2029 (Mordor Intelligence), showing the importance shoppers place, and will continue to place, on putting protein in their baskets.

“We know consumers are increasingly looking for clean label products with shorter ingredient lists,” adds Armson. “Within the protein market, consumers are faced with a wide variety of choice, including products with extensive and processed ingredients. Products such as Cathedral City High Protein, Half Fat Cheddar, a single ingredient product, is therefore in a great position to attract shoppers looking for clean label sources of protein.”

Shoppers want quick, on-the-go options that meet their nutritional goals, so offering convenient formats is key. In September, Saputo Dairy UK launched the Cathedral City High Protein, Half Fat range, which offers consumers 50% less fat than standard cheddar and 30g of protein per 100g. Alongside launching in block, sliced and grated formats, Saputo also launched a minis version which is great for consumers wanting to increase their protein intake in a snackable format while on-the-go.

The protein bar category within symbols & independents, has hit £20m in the last 12 months and continues to perform strongly, according to Grenade. Grenade’s range remains the best-selling, leading brand with £13.6m value sales taking a 68% share of the category (IRI). Across the total market, all channels including supermarkets, the protein category has seen 9% growth in the last 12 months, taking it to £149.7m and showing consistent, steady increase with increased awareness and availability to customers nationwide (IRI).

This total market growth is an opportunity that convenience retailers cannot afford to pass up and it’s important retailers continue to recognise the value protein bars can add to their stores’ ranges.

Shoppers continue to look for healthier options when choosing their snacks which is reflected in the growth of the total category. Retailers should ensure they are making enough space for these types of ranges in their stores to compete alongside traditional snacks such as confectionery and crisps. With a healthy POR of 40%, protein bars are not only a healthier option for the customer, they can provide a lucrative return for retailers.

As the UK’s no.1 best-selling protein bar brand (IRI), Grenade understands what customers are looking for in their protein products. Taste is crucial to enticing customers into the category and keeping them coming back. Customers are looking for great tasting products that they can enjoy and that will satisfy their craving for a treat. However, this must be combined with their need for functionality and inclusion of enough protein, such as the 20g per bar of the Grenade range. This great tasting range with 20g protein, and just 1g of sugar provides everything the customer needs when shopping for a protein snack.

For the best range, retailers should provide choice of the best-selling flavours and brands. Providing exciting, popular flavours such as Grenade’s OREO and Chocolate Chip Salted Caramel will provide the best return on shelf space with their high cash rate of sale, even competing with leading chocolate single confectionery. Besides these best-sellers, retailers should offer a range of other flavours from leading brands, such as Grenade, to give the customer the choice.

A protein range is best sold alongside traditional confectionery, due to them being an impulsive buy. Having your protein & energy bars, adjacent to crisps, chocolate and sweets will help customers looking for a snack to find the range.

Kieran Fisher, Founder & MD, Warrior, comments: “Value for money continues to be the main driver in the market. Customers want good value convenient options which taste great. Cost of living increases have meant that all shoppers are much more discerning about what they spend their money on, and they are less likely to spend money on the more expensive brands. Shoppers are also far more aware and educated about brands in the category and increasingly rely on the brands they know and trust to deliver on taste, function and value (the three big category drivers).”

NPD is also key as shoppers seek variety. Looking at the protein bar category as a whole, data shows that the majority of sales are through NPD. Wholesalers should consolidate the range to focus on key brands but expand the flavour choice and remove duplication. Use brands tactically, based on their role within the category.

Brands that can offer true value to the shopper, such as Warrior are driving high levels of growth for Convenience retailers. Warrior is now driving two thirds of all the growth within Convenience and is the fourth biggest brand in the market.

 

 

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