CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 48
Welcome
Sustainability
Category overview
WHO BUYS
ENERGY DRINKS
Demand for energising drinks spans a wide range of demographic groups and certainly isn’t restricted to
just younger people. Analysis reveals that people defined as ‘busy providers’ – adults with dependents and
jobs – make up more than a third (36.8%) of those who buy energy drinks from convenience stores. This
group has also seen the greatest increase – of 7.6% points – in the past year. Students, people defined as
being ‘young, free and single’, single dwellers and child-free couples also make up a significant proportion
of the people who buy energy drinks from convenience stores.11
Who - lifestage
52 weeks last year
Current 52 weeks
Change y/y
Student
4.2%
4.8%
+0.5pp
Young, free and single
15.5%
15.4%
-0.1pp
Single dwellers
16.1%
14.7%
-1.5pp
Child free couples
16.3%
14.4%
-1.9pp
Pre-nesters
12.9%
11.7%
-1.2pp
At home mums / dads
15.5%
11.5%
-4.0pp
Busy providers
29.2%
36.8%
+7.6pp
Post nesters
3.4%
2.7%
-0.7pp
Retired
2.1%
1.0%
-1.2pp
So, as we explored above, the need for
refreshing, energising drinks transcends
generations. That’s why we’re building
a portfolio of drinks brands that provide
fuel for a wider range of people whose
demands depend on an increasingly
diverse variety of factors including time of
day and type of occasion.
The Rockstar Energy® range, for example,
comprises full and zero-sugar sparkling
energy drinks in a range of delicious
flavours to provide boosts when they’re
most needed. Rockstar Energy’s®
communications and marketing – including
the brand’s partnerships with music festivals
such as Creamfields, TRANSMT, Reading
and Leeds – have been developed to
resonate with the lifestyles of its legions
of fans, providing opportunities for them to
share in their passions.
11 Lumina Intelligence Convenience Tracking Programme, Total Soft Drinks, MAT 05.01.25 vs. YA
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CONVENIENCE DEEP DIVE
