To help convenience and forecourt stores capitalise on the rapidly growing energy drinks category, CCEP and Monster’s Sales Supercharged retailer support initiative is back, with top tips to give your energy drinks fixture maximum pulling power.
As one of the best performing sectors in soft drinks, energy drinks continue to grow in both value and volume and are now worth a whopping £1.4 billion[1] in Great Britain.
In forecourts, they account for over 35% of soft drinks sales[2].
Described as “one of the powerhouses of soft drinks”, Monster has gone from challenger brand status in Great Britain to become the number one deliverer of value growth in the whole of soft drinks[3] – adding £101.3m of value in the past year alone (+31.7%)[4].
As well as a strong core range – the Monster Original variant alone is up £15.2m[5] –the Monster Ultra and Juiced ranges are growing by 41.4% and 59.9% respectively[6]. In fact, Monster Ultra is the No.1 zero sugar energy drink in Great Britain[7].
It’s fair to say that 2021 was a knockout year, and Monster has no intention of slowing down – especially as in 2022 it’s celebrating its 20th birthday.
To help convenience and forecourt stores capitalise on the rapidly growing energy drinks category and join in on its 20th birthday celebrations, Monster’s Sales Supercharged retailer support initiative in partnership with CCEP is back.
And there’s a brand new giveaway on the site, giving retailers the chance to win a money-can’t-buy Monster prize of a VIP weekend for two to the Valencia MotoGP in November*.
Getting your forecourt stores in on the action
And this year, the Sales Supercharged initiative features three successful convenience retailers – Amrit Singh from H & Jodie’s in Walsall, Stephen Spilsted from Westbourne Village Shop in Emsworth, and Lucy Costello from Daniel House Supermarket in Bootle.
Crucially, all three have benefited from the initiative’s resources first-hand and are enjoying strong growth in energy drinks sales their stores.
Packing a punch with exciting flavours and promotions
Back in 2017, Monster and CCEP’s Energy Vision identified great taste and flavour as one of the biggest drivers of future growth for the energy sector, and the current figures certainly prove this.
Monster continues to excite energy drinkers with new flavours and innovations, which have been pivotal to the success of the brand whilst helping to bring new shoppers into the category.
Launched in February, Monster Ultra Watermelon combines a juicy watermelon flavour with the renowned Monster energy blend, giving consumers a refreshing energy boost with no calories and no sugar.
And a refreshed Monster Assault is also bringing full-on flavour and a standout can design to the fixture, with a camo background and the red Monster claw.
Top tips to give your energy drinks fixture max pulling power
There are a few simple things forecourts can do to make their energy fixture work harder and attract more customers:
1. Always chilled
Shoppers are more likely to buy an energy drink for immediate consumption if it’s chilled, especially as we approach the warmer months, so make sure shoppers have easy access to cold cans.
2. No and low sugar options
29% of consumers say they are focussed on sugar reduction following the pandemic[8], and with the HFSS restrictions due to come into effect later this year, low and no sugar options like Monster Ultra – the No.1 zero sugar energy drinks range in GB[9] – should be high on your agenda.
3. Profitable segments
Shoppers are increasingly looking for food and drink with functional qualities that can help them achieve maximum results during sports or workouts. This has given rise to the performance energy drinks category, in which Reign is leading the way and growing 89.3%[10] – offering forecourts even more opportunity for sales within the energy drinks market.
4. Pack formats
As economic challenges continue, value is likely to be a priority for consumers, price-marked packs can be an effective way to deliver visible value for shoppers, and also give forecourts a point of difference versus larger stores.
Larger pack formats will remain in high demand as people look to socialize at home and enjoy summer occasions in their gardens. At the same time on-the-go occasions have made a comeback as people get back out and about[11]. It’s important to find the right balance between on-the-go and at-home formats, keeping space for both.
5. In with the new
Make room for new products that will excite shoppers, like Monster Ultra Watermelon, and activate promotions for maximum impact at point of sale. Supporting materials for Monster promotions are available at My.CCEP.com.
6. Use layout to your advantage
Energy drinks are big drivers of impulse sales so it’s important to have them in several locations around your store. Monster branded coolers and display units are a great way to do this – and you enquire about them through My.CCEP.com or www.salesSupercharged.co.uk
Drive linked purchases with ‘meal deal’ offers by placing on-the-go energy drinks next to snacks and sandwiches.
*GB convenience stores only. Promotion opens 21.03.22-30.06.22. To enter the draw, complete the form on www.SalesSupercharged.co.uk. 2 winners randomly drawn will each win a pair of tickets for a VIP weekend at the Valencia MotoGP with Monster for 2 adults. Prize includes flights from London and 2 nights’ stay in a min 3* hotel, travel to and from Valencia MotoGB, meals and hosted race day tickets for 1 day. Max 1 entry per retailer. Full rules at www.SalesSupercharged.co.uk. Promoter: CCEP GB
Sources:
[1] Nielsen (Home Channel) Value MAT total GB to 01.01.22
[2] Nielsen (Home Channel) Value MAT total GB to 01.01.22
[3] Nielsen Total GB excl. dis MAT val WE 010122
[4] Nielsen Total GB incl. dis MAT val WE 010122
[5] Nielsen Total GB incl. dis MAT val WE 010122
[6] Nielsen Total GB incl. dis MAT val WE 010122
[7] Nielsen Total GB incl. dis MAT val WE 010122
[8] IGD Living Healthier After Covid 2020.
[9] Nielsen Total GB incl. dis MAT val WE 010122
[10] Nielsen (Home Channel) Value MAT total GB to 01.01.22
[11] Nielsen (Home Channel) Value MAT total GB
