Articles by Jessica Jacobsen

In today’s beverage market, the energy drinks and shots category is leaving its mark as more consumers are relying on the product’s key attribute ― energy ― to get through the day.

When it came to shopping this past year, many consumers prioritized one-stop shopping and cost savings as they dealt with the complexities of the pandemic. These priorities aided the warehouse clubs and supercenters channel as more consumers stockpiled goods and dealt with reduced shopping options.

With the emergence of the pandemic, consumers turned to the juice category to support their immune systems. That has resulted in growth across many segments including refrigerated lemonades and aseptic juices.

The functional attributes of energy drinks have helped the category post growth despite the challenges of the pandemic. Although energy drinks recorded 12.6% growth for the 52 weeks ending May 16, energy shots contracted 3.4%.

The foodservice channel experienced unprecedented sales declines this past year, with beverage sales underperforming in the channel. Yet, experts forecast beverage will be the great differentiator in its rebuild.

As packaging materials have become thinner, material handling equipment ― like palletizing and depalletizing machines ― is adapting to ensure warehouse operations protect the efficacy of beverages.

For the U.S. on-premise market, the pandemic last year was the equivalent to a season-ending injury as it forced many operations to shut their doors. Although it has been a difficult 15 months for the channel, beverage-makers are stepping up to support the on-premise community as it looks to rebuild.