By Jimmy Nicholls jimmy.nicholls@thegrocer.co.uk
Publishing: 11 June 2022
Advertising deadline: 27 May 2022
Submissions deadline: 20 May 2022
Feature one: Energy surge
Energy has been surging in grocery lately. A return to outdoor sports may well be the cause, but energy drinks were also doing well in the throes of lockdown, with gamers buying multipacks to take home. So will Brits keep increasing their intake of energy as our lifestyles become busier? Or will rising living costs put a limiter on energy’s growth? And might HFSS rules and shoppers’ interest in health help zero sugar or natural brands overtake the competition?
Flavours: Energy ranges are now a sprawling array of flavours, what’s coming next for consumers?
Formats: Throughout lockdown, energy brands capitalised on the captive home audience through multipacks of their drinks. How are things changing now that restrictions have eased?
HFSS: In February Britvic announced it would be reformulating its core range of Rockstar Energy drinks to make them non-HFSS, avoiding promotional restrictions in store. How many brands in the industry will be prevented from key impulse placements?
Health: ‘Clean’ energy has been a growing trend for a while. With health still a growing concern for shoppers, can these lines clear up?
Powders: Last August plant-based brand Tenzing launched two just-add-water energy powders to its range. How are such powders faring against typical energy drinks?
Innovations: We will profile 4 new products or ranges that have ideally not appeared in The Grocer before. We need launch date, rsp, and a hi-res picture of each
Feature two: Caffeinated alcohol
Earlier this year The Grocer revealed that WKD was launching a range of energy-drink inspired RTDs aimed at what the brand calls “the fledgling enhanced RTD category”, especially those aged between 18 and 24. This is the same market as Dragon Soop, which has already proved itself in convenience. Is there potential here? Can the category overcome fears around health and antisocial behaviour from caffeinated booze? And might other big brands spot the potential?
Health: Campaigners have warned that caffeinated booze may increase alcohol consumption by masking its effects to the drinker. How can suppliers assuage these concerns?
Occasion: Caffeinated booze has previously been marketed towards young men seeking an impulsive drink. Will it stay focused on this occasion, or could the appeal go wider?
Innovations: We will profile 4 new products or ranges that have ideally not appeared in The Grocer before. We need launch date, rsp, and a hi-res picture of each
Katherine Apsey
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