Energy drinks are growing up.
While not the halcyon days of just two or three years ago, the energy drink segment of the beverage category continues to produce strong sales at retail stores. However, many industry observers say that the category is changing, with many suppliers introducing products that are specific to individual demographic groups. “This category is maturing and the key suppliers in it are understanding what needs to be done to maintain sales over the long term, not the short term,” says one supermarket beverage buyer. “This is allowing us to be more thoughtful with our selection and not carry too many SKUs that don’t sell and don’t meet the consumers’ needs.”
Suppliers say that they are also looking at products that bring new consumers into the energy drink market. While young men between the ages of 18 and 35 have been the most important demographic in the past, they say that women and older men are now being targeted. Marketing is also being directed toward more affluent consumers as well.