Energy Drinks & Shots

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Forty-four percent of consumers are visiting convenience (C-stores) stores more often — and half say they are visiting significantly more often than they did just two years ago, according to Chicago-based Datassential, which surveyed 1,000 consumers and 150 operators for its June “C-Store Keynote Report.” While visiting C-stores, these consumers also are buying more prepared food and beverages, the report notes.

As the number of label-reading consumers grows exponentially, beverage-makers that are looking to appeal to these consumers are launching botanical-based beverages in increasing numbers across various categories.

The well-known philosopher Aristotle once said “The energy of the mind is the essence of life.” In today’s everyday life, the energy drinks market might be the new essence of the life as the category — in connection with an uptick in energy shots’ sales — now is the No. 2 performer, second only to bottled water, in convenience stores, according to market research analysts.

Expanding on its current line-up, Vuka Natural Energy Drinks launched a new flavor: Thrive. 

Amp Energy announced that it has partnered with Twitch, a social video platform and community for gamers, for a program to encourage Amp Energy fans and the Twitch community to “level up” their gaming experience, the company says.

In its third year, 5-Hour Energy continues to support U.S. military causes with the launch of its limited-edition Extra Strength Cherry red-white-and-blue bottle.

As the energy drink market reaches saturation, relaxation, stress-relief and mental focus beverages are the next logical place for innovation in the functional beverage market, experts note.