Recent market research shows that the new battlefield for the energy drinks dollar is being fought in the aisles of the local convenience store. This research is being distributed to convenience store owners and managers who have, up until now, been more traditional in the brands and types of drinks they stock in store fridges. Bottled water and long-standing soft drink beverages has been the staple and re-stocking was a simple matter of just keeping up with demand. However, opportunities to increase sales of energy drinks have gone begging because their growing popularity was not recognised, and fridge stock was allowed to run down.
The Brisbane energy drinks market is dominated by two brands – Red Bull and V, and their popularity continues to grow each year, with no sign of slowing. Studies show that the convenience store, rather than the supermarket, is the growth area, borne out by the finding that most energy drink consumers are busy people who stop in to buy the beverage while in transit to either work, the beach, a party or social gathering. The most likely places for busy people to shop is a convenience store because of their time restraints. They are less likely to shop at a supermarket and this is clearly evident in the research.
Another study found that the highest consumption of Red Bull was males in the 15-39 age bracket, and that again, this group is usually out and about with mates and girlfriends, leading busy lives that leave them needing a boost of energy, especially towards mid-afternoon, and the most likely place they will visit to pick up a drink is a convenience store.
Energy drinks marketers are eager to distribute this research to convenience store owners and managers to encourage them to make more fridge space available for energy drinks. These studies give them some concrete facts to argue the case for reducing space for water and carbonated drinks, and replacing them with energy drinks. They can now confidently argue that the profits will be there as the demand is there, and that shelves empty of energy drinks are a lost selling opportunity.
Studies show that the demand for energy drinks continues both day and night, with the largest increase happening in the afternoon and early evening. This makes sense, as it is usually at that time that the energy levels of busy people start to wane. This is a great time for shop owners to take a quick stock of energy drink levels to ensure that they have the appropriate amount of product available to meet the public demands.
The amount of energy drinks Brisbane people consume shows no signs of decreasing at all. These drinks are appealing to a very broad range of consumers and are starting to encroach into other demographics as the products gain acceptance through advertising and promotion.
Copyright (c) 2010 Nadine Davis