| By :
Nadine Davis
Copyright (c) 2010 Nadine Davis Energy drinks marketers are planning an assault on convenience stores around the country as new research shows that while the popularity of their drinks are rising, awareness by store owners of current trends is lacking. Convenience store owners are still stocking their fridges with bottled water and carbonated beverages in larger quantities than energy drinks, unaware that they are missing out on sales when stock of the energy drinks are not replaced. The figures show that demand for the more traditional drinks is dropping but because store owners have not kept up with this trend, they continue to promote traditional drinks in preference to energy drinks. The Brisbane energy drinks market is dominated by two brands - Red Bull and V, and their popularity continues to grow each year, with no sign of slowing. Studies show that the convenience store, rather than the supermarket, is the growth area, borne out by the finding that most energy drink consumers are busy people who stop in to buy the beverage while in transit to either work, the beach, a party or social gathering. The most likely places for busy people to shop is a convenience store because of their time restraints. They are less likely to shop at a supermarket and this is clearly evident in the research. Another study found that the highest consumption of Red Bull was males in the 15-39 age bracket, and that again, this group is usually out and about with mates and girlfriends, leading busy lives that leave them needing a boost of energy, especially towards mid-afternoon, and the most likely place they will visit to pick up a drink is a convenience store. Energy drinks marketers are eager to distribute this research to convenience store owners and managers to encourage them to make more fridge space available for energy drinks. These studies give them some concrete facts to argue the case for reducing space for water and carbonated drinks, and replacing them with energy drinks. They can now put forward with confidence the fact that profits will be realistically there due to the demand also being there. The shelves being empty of energy drinks are a definite lost selling opportunity. Studies show that the demand for energy drinks continues both day and night, with the largest increase happening in the afternoon and early evening. This makes sense, as it is usually at that time that the energy levels of busy people start to wane. This is a good time for store owners to check stock levels to ensure they have the product ready to meet the demand. The amount of energy drinks Brisbane people consume shows no signs of decreasing at all. These drinks are appealing to a very broad range of consumers and are starting to encroach into other demographics as the products gain acceptance through advertising and promotion.
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