A booming new facet of the overall energy drink category is energy shots — concentrated, 2- or 3-ounce versions of traditional energy drinks. While the trend started in convenience stores, supermarkets and other channels have recently latched onto the trend.
For instance, along with 8 feet of energy drinks in its larger stores, Lakeland, Fla.-based Publix Super Markets carries energy shots from Amp and Monster, with an average price of $2.99 per three-ounce bottle.
“It's small, portable and concentrated to provide the same benefits,” said John Clevenger, managing director of Meridian Consulting Group in Wilton, Conn. Clevenger is seeing endcaps or clip-strips of energy shots in drug stores or at the checkouts in convenience stores.
However, some grocery buyers are worried about the high shrink on these popular new products.
“Energy shots have been presented to us by everyone, but we haven't taken any. These are a high-theft item that people re-sell for half the money,” said Bill Eichorn, grocery category manager for Big Y, Springfield, Mass.