![]() In fact, Molson Coors research found that more than half of energy drink shoppers say they live “active lifestyles” and are “committed to their health and wellness.” Convenience store customers are often buying beer and snacks, but the landscape is changing, where people are gravitating towards healthier choices.” “They’re concerned about what they’re eating. “We know this consumer identifies with being more health conscious,” Grant says, citing consumer insight studies. It’s their pick-me-up before work,” Grant says. “People are substituting energy drinks for coffee, it seems. “C-stores have a chance to keep that shopper in their store, to convert more shoppers while they’re in the store.”Īnother surprising stat: around a quarter of all trips energy-drink consumers make are before 11 a.m. That shows us energy drinks drive purchases,” Grant says. “More than 70% of these trips are pre-planned. Here are three more takeaways from Molson Coors’ analysis of convenience store trends:Įnergy drinks are such a coveted commodity for shoppers that the most dedicated consumers – some 35% of them – hit up gas stations and convenience stores daily, Molson Coors found. “The challenge is holding on to them, which is why ZOA has embraced zero sugar options.” “ZOA has benefited from this trend, as consumers look for new brands they perceive as having benefits like less sugar and natural ingredients,” Grant says. More than half of the category’s growth in convenience stores is due to new products, led, of course, by ZOA, Molson Coors found. In the last year 17 new franchises (and more than 260 new SKUs) hit the market. ![]() ![]() With so many new options on shelves, consumers are finding more reasons to try different brands. They want something that is healthier, lower in calories, something new.”Ībout 25% of these shoppers say they’d buy another brand if their preferred brand wasn’t available, which has opened doors for brands like ZOA, which was developed by Johnson, strength and conditioning coach Dave Rienzi, businesswoman Dany Garcia and entrepreneur and investor John Shulman, and is marketed and distributed by Molson Coors. “Consumers are moving away from the established brands. People want to try new things, so that puts a brand like ZOA is a good position,” says Darien Grant, who studies that convenience store market for Molson Coors Beverage Company. But that presents an opportunity to convert those shoppers to loyal customers. “The energy-drink consumer is not loyal to one brand or another. Among the key findings? They are reliable shoppers, they’re health conscious and they like to try new brands. Aimed at health-conscious consumers and made with all-natural ingredients, it arrived with the backing of Dwayne “The Rock” Johnson and quickly won over energy-drink consumers.īut it’s not just Johnson’s appeal helped make 2021 a blockbuster year for ZOA: it landed at a time when the energy drink market is proliferating, growing nearly 14% in 2021, according to IRI.Ī Molson Coors analysis of industry data uncovered information about energy-drink consumers who shop at convenience stores. It wasn’t long after ZOA burst onto the scene last year that it became the top-selling new energy drink of 2021 and a top-20 energy drink overall, according to IRI.
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