Single Store Owner

JAN-FEB 2016

Issue link: http://magazine.csnews.com/i/634635

Contents of this Issue

Navigation

Page 71 of 95

8 JANUARY 2016 busy lifestyles, according to Mintel's May 2015 Energy Drinks–US report. Parenting especially seems to drive consumers to reach for an extra dose of energy; signifcantly greater percent- ages of moms and dads reported themselves to be users of energy drinks and/or shots vs. those without children. In addition to targeting athletes, harried parents and other consumers seeking energy to fuel their busy lives, makers of energy products have tapped into another user prime for afernoon snacking occasions: gamers. Ac- cording to Te New York Times, video game enthusiasts who position themselves as "e-athletes" are using energy drinks to fuel their virtual battling. Changing with the times Te energy product category continues to evolve with shifing consumer preferences for more sugar-free ofer- ings and products touting natural and even organic in- gredients. At the same time, traditional energy drinks are maintaining their appeal: Mintel's energy drinks report suggests that 90 percent of those who consume natural energy drinks also drink regular energy drinks. Flavor profles are changing too, with gels and chews in particular showing more unique favor combinations that speak to consumer interest in variety. Another shif on the taste front is movement away from sweet, with new products this year featuring savory favor profles. In addition, the gel market is promoting an additional appli- cation for its products that repositions them as potential snacks—spreading gels on toast. —Jenny Anderson E N E R G Y P R O D U C T S In the past three months, how has your personal consumption of energy drinks and/ or energy shots that you buy for yourself changed, if at all? In the past three months, how has your personal consumption of energy drinks and/ or energy shots that you buy for yourself changed, if at all? iGeneration/younger millennials Mother Father Not a mother Not a father n iGeneration: born in 1995 or later n Younger millennials: born in 1987-1994 n Older millennials: born in 1977-1986 *Mothers and fathers were classified as those respondents with children ages 18 and under in their households. Older millennials Drinking more energy drinks Drinking more energy drinks Drinking more energy shots Drinking more energy shots 16 % 9 % 11 % 28 % 7 % 3 % 6 % 18 % 4 % 1% 18 % SOURCE: LIGHTSPEED GMI/MINTEL SOURCE: LIGHTSPEED GMI/MINTEL 29 %

Articles in this issue

Archives of this issue

view archives of Single Store Owner - JAN-FEB 2016