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AN OFFERING WITH With new players and healthier alternatives among category developments for retailers to consider, how are you re-engergising your energy drinks offering? BEVERAGES By Nicholas Rider. T he total beverages category within petrol and convenience is growing at 2.7 per cent in the latest 12 months (IRI MarketEdge, AU Convenience data, MAT to 10/1/21, supplied by Frucor Suntory). The biggest contributor is said to have been energy drinks, growing at 6.8 per cent (up $22.7 million compared with the previous year), making it responsible for around 70 per cent of total beverages growth. The significant growth in the sugar- free energy drinks sector, up 14 per cent, is more than twice as fast as that of full-sugar energy drinks (at 5.7 per cent). Doctor V expands Coming into 2021, Doctor V, according to Head of Marketing Richard Hugo Lark, has had some strong progress so far, launching in Romeo’s NSW and picking up distribution in the Northern Territory. “On a domestic level, we’re now stocked in over 400 stores nationwide,” he said. “This is an incredible effort from the Doctor V team and our distributors for our first year selling in Australia. “Despite a difficult year, we’re still seeing great growth in the energy drink category, particularly for healthier options. The aim for Doctor V, moving into the first half of 2021, is to continue converting traditional energy-drink drinkers to a healthier alternative and securing convenience channels to ensure our product is more accessible. “We’ve had some great success in EzyMart stores and independent convenience stores ... Our sales team, including external agents and in-house reps, will continue to grow Doctor V, pushing for larger grocery chains and petrol and convenience.” On an international scale, Doctor V has signed a joint venture with a Shanghai-based business to bring Doctor V to the Chinese market. “We completed a successful soft launch in September 2020 in Shanghai on e-commerce channels,” Mr Hugo Lark said. “Despite the challenging pandemic conditions, our partners managed to bring our amazing product in front of health-conscious Chinese consumers. So far, a very encouraging outcome.” TO PAGE 36 MAR/APR, 2021 CONVENIENCE WORLD 35