|Title:||United States top 10 energy drink brands ranked by dollar sales, unit sales, market share percentages, and percent change for year ending March 20, 2011|
|Source:||Chain Drug Review|
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ENERGY DRINKS (NONASEPTIC)
Leading brands Dollar sales % Market in drug stores (XXX) change share
Red Bull $XXX,XXX +XX.X% XX.X% Monster Energy XX,XXX +XX.X% XX.X% Rockstar XX,XXX +X.X% X.X% Doubleshot XX,XXX +XX.X% X.X% Java Monster X,XXX +X.X% X.X% Amp Energy X,XXX +XX.X% X.X% Monster Mega Energy X,XXX +XXX.X% X.X% Monster Energy XXL X,XXX -XX.X% X.X% Amp Energy Overdrive X,XXX +XX.X% X.X% Monster Nitrous X,XXX +XXX.X% X.X%
Leading brands Unit sales % Avg. price In drug stores (XXX) change per unit
Red Bull XX,XXX +XX.X% $X.XX Monster Energy XX,XXX +XX.X% X.XX Rockstar X,XXX +XX.X% X.XX Doubleshot X,XXX +XX.X% X.XX Amp Energy X,XXX +XX.X% X.XX Java Monster X,XXX +X.X% X.XX Monster Mega Energy X,XXX +XXX.X% X.XX Amp Energy Overdrive X,XXX +XX.X% X.XX Monster Energy XXL XXX -XX.X% X.XX Monster Khaos XXX -XX.X% X.XX
For the XX weeks ended March XX, 2011.
* Total of drugstores, supermarkets and discount stores excluding
NEW YORK -- Drug chains have emerged as a force in the consumables market, thanks to an aggressive repositioning to pursue a category that had been largely ceded to grocers.
The timing for this bold approach couldn't be better, as the economy leads more people to shun restaurants in favor of takeout meals or food that can be prepared at home.
"Drug chains have rushed to fill the void left by people forsaking eating out," says one industry analyst. "It was a proactive move, and they should get all due credit for overhauling their mix to tap this new market. In retrospect, it makes absolute sense for drug chains, with their convenient locations, to attract shoppers making fill-in trips as well as looking for something to eat on the run or that can be easily prepared for tonight's dinner."
Walgreen Co. has made its mark in the segment with "Fresh Food" stores offering produce and meals to go. The units have been strikingly reconfigured to showcase items ranging from avocados to whole wheat wraps.
"We're not just bringing in a DSD [direct store delivery] truck and providing a few sandwiches," says divisional merchandise manager Jim Jensen.
The Fresh Food units have prominent displays situated near the cash registers, with islands of produce just like those at a supermarket.
Some of the stores have XX feet of cold cases, with half devoted to grab-and-go drinks and the other half allocated to food. The dairy space has been doubled, and the frozen food section tripled. A store at Astor Place in Manhattan, for example, has XX doors for frozen food.
Don Whetstone, senior director of new format development and innovation, points out that the Fresh Food outlets present a whole new front end to consumers, which drives in-and-out food and beverage sales.
At CVS/pharmacy, Judy Sansone, vice president of merchandising, general merchandise, consumables and pricing, says consumables has been an exciting growth area over the past few years. "Since we use consumables to drive profitable trips to our store, our expansion of these segments has helped to deliver significant growth in visits," she comments.
The chain has doubled the size of its grocery departments in more than X,XXX stores, according to Sansone.
"The insights we developed using our ExtraCare database, as well as store-level shopper insights, allowed us to expand with the right products in the right stores," she explains. "Consumables' role has evolved beyond the everyday convenience of the past and has now moved into a fill-in category for our customer's main shopping trip. This fill-in mix is supported by a promotional trip-driving strategy, which makes CVS a preferred stop for many consumers."
CONSUMABLES SALES IN DRUG STORES BY CATEGORY
% CHANGE CATEGORY $ SALES * VS. YEAR AGO
Chocolate candy $X,XXX,XXX,XXX +X.XX Beer/ale/alcoholic cider X,XXX,XXX,XXX +X.XX Carbonated beverages XXX,XXX,XXX -X.XX Nonchocolate candy XXX,XXX,XXX -X.XX Spirits/liquor XXX,XXX,XXX +X.XX Bottled water XXX,XXX,XXX +X.XX Salty snacks XXX,XXX,XXX +X.XX Wine XXX,XXX,XXX +XX.XX Gum XXX,XXX,XXX +X.XX Snack nuts/seeds/corn nuts XXX,XXX,XXX +X.XX Energy drinks XXX,XXX,XXX +XX.XX Baby formula/electrolytes XXX,XXX,XXX -X.XX Cookies XXX,XXX,XXX +X.XX Tea/coffee ready-to-drink XXX,XXX,XXX +XX.XX Cold cereal XXX,XXX,XXX +X.XX ...