Talking Retail Grocery and product news for independent retailers
The report, which launched today (13 May), has found that the demand for healthier energy drinks is continuing to grow, as an association with being “healthy” is the second biggest purchase driver in the category.
Compared to the brand’s 2019 report, health was “not even considered as a key driver of purchase”.
“Taste” has been found to be a top three driver of purchase for 2021 and an “emerging” trend within the energy drink category is “sports sponsorship”, which Carabao said is a top 10 purchase driver among energy drink consumers.
Data from the report has also unveiled that brand popularity is the most important purchase driver for younger energy drink consumers and buying energy drinks from a distinctive brand is in the top five reasons to buy among generation Z consumers.
The “functional” aspect also appeals to this demographic and the report suggests that higher caffeine options could perform well moving forward.
John Luck, chief marketing officer at Carabao, said: “In a year when health has been a key consideration among shoppers for obvious reasons, many brands have continued to adapt and expand their offering of lower sugar products.
“The effect of the pandemic has made shoppers even more conscious of what they consume and the desire to purchase healthier drinks has increased dramatically.
“We must not forget that in a time of deep economic recession, food and beverage brands have a duty to ensure they are offering great tasting products at a price which is attractive to consumers.
“This new research, summarized in the Taste of the Nation report, reveals in-depth insight on what has changed within the market, what has remained the same, and how the energy drink category can ensure it is well equipped for the future.”
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