Sidebar: Getting Energized
Energy shots and mixes held a 19.6% and 1.9% share, respectively, of the energy market in 2011,
according to a Mintel Group report.
The category leader, Living Essential’s 5-Hour Energy, grew 31% during 2009-11 in food, drug and mass channels, excluding Wal-Mart.
Penetration of 5-Hour Energy, however, increased from 22% in 2009 to 35% in 2011.
New types of shots have recently entered the market. The Hain Celestial Group, Boulder, Colo., has a new line of all-natural energy shots featuring green tea. Celestial Seasonings Enerji Green Tea Energy Shots are available in citrus, berry and pomegranate Xtreme flavors. The shelf-stable energy shots combine green tea with a blend of B-vitamins and ginseng. Energi is packaged in 2.5 fluid ounce bottles.
WH Refresh blog: Measuring Caffeine in Energy Drinks
Meanwhile, energy shots pose merchandising challenges because of their small size — about 2 fluid ounces.
“They’re high theft because they’re so small,” said Miller. “We’re always being cautious where we’re offering those up in our stores.”
The most effective place to merchandise energy shots is near the checkout, said Gary Hemphill of Beverage Marketing Corp.
“Often when people buy an energy shot they are purchasing it to consume immediately,” Hemphill noted.
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