During Friday's episode of ABC's "Shark Tank," Noot! Nutrition announced a $4 million distribution deal with Walgreens that will see its RuckPack eneregy drink shot distributed across the chain's more than 8,600-store base.
There’s plenty of pep left in energy drinks. “Energy drink performance accelerated in 2011, and we expect strong growth once again in 2012,” said Gary Hemphill, SVP of Beverage Marketing Corp.’s information services division
The market for sports nutrition looks good. All categories grouped by Drug Store News in this space — nutrition and energy bars, energy shots and ready-to-drink protein shakes — currently are trending up significantly.
Sports drinks and energy beverages remain the driving forces behind the beverage category. Dollar volume across all three channels for both segments spiked nearly 15% for the 12-week period ended April 17, according to SymphonyIRI Group data.
Energy shots have delivered a jolt to pharmacy sales to the tune of an incremental $50 million in the past year. That business was borne out of targeting the typical all-nighters: college kids cramming for exams, truck drivers and third-shift workers. But seniors?
“Do you know what 2:30 in the afternoon feels like?” Not if you have Living Essentials’ 5-Hour Energy on the shelf. The company peppered the airwaves with its commercial message, positioning 5-Hour Energy shots as an alternative to coffee for those 30-somethings in the work force.
Dollar sales for energy drinks were up 8.2% in drug stores for the 52 weeks ended Oct. 31, 2010, according to SymphonyIRI Group. Energy shot dollar sales in the channel fared even better, with sales surging nearly 12% for the same period.
Despite occasional controversy, demand remains strong for the beverages, and the segment is poised to become even more significant as its appeal broadens beyond its original target consumer group.