Energy drinks are rapidly increasing. Although Panera recently made the decision to discontinue offering Charge His Lemonade drinks, sales of this category at restaurants and mass retailers are rapidly increasing.
Energy drinks are the top-selling product at C-stores, accounting for an average of $10,500 in sales per month per store, according to NACS industry statistics.
Tony Guilfoyle, executive vice president of North American sales for Celsius Holdings, reported a 15% jump in dollar sales of energy drinks at retail stores last year. According to Guilfoyle, the brand's sales soared 173%.
“Energy drinks were by far one of the biggest trends as new brands grew dramatically,” said Ben Hoffmeyer, vice president of marketing and merchandising, at TXB stores in Texas.
Consumers purchase energy drinks throughout the day, contributing to increased sales during the afternoon hours.
Dutch Bros. announced its summer drinks lineup last week, bringing back its seasonal Mangonada Rebel energy drink.
In February, Dunkin' launched its own energy drink, Sparked Energy, a sparkling fruit drink infused with caffeine. “With the introduction of SPARKD' Energy at Dunkin', we set out to create a delicious and unique option for our guests. This is more than just an energy drink. This is a whole new way of doing things at Dunkin'. , we're incorporating flavors we know our fans enjoy,” Beth Turenne, Dunkin' vice president of category management, said in a press release.
Starbucks is selling a packaged energy drink in its stores called BAYA Energy, which was launched in 2022 and is the coffee chain's first energy drink. According to the company, “this ready-to-drink drink is made from caffeine, which is also naturally found in coffee berries” as an antioxidant vitamin C for immune support. ”
Learn more about packaged beverage trends and the growth of convenient energy drinks below. something to quench your thirst inside NACS Magazine May issue.
