[MONDAY MINUTE] Major Shifts Disrupting the Energy Drinks Market | Goldman Sachs Beverage Bytes Survey

About one quarter of the 150K+ convenience stores have spoken, and they shared some interesting opinions about the growing energy drinks category. And even if you aren’t familiar with every insight regarding this beverage category, I’m sure you intuitively recognize that convenience is the most important sales channel (by sales dollars) for energy drinks in the U.S. market. But here are my top “categorical” takeaways from the most recent Goldman Sachs Beverage Bytes survey. Firstly, 64 percent stated Alani Nu has benefited from a “surprisingly” smooth transition into PepsiCo’s distribution network. Next, half noted that Celsius is expected to capture most of the incremental shelf space during upcoming resets, driven by a strong innovation pipeline and consumer use “intensification.” Then, as brand names like PRIME and Bang Energy “fall off” with consumers, c-store owners are leaning into emerging brands like Phorm Energy to meet evolving demand.