47,000 convenience store owners have spoken, and they provided important insights on the growing energy drinks category. And even if you aren’t familiar with every insight regarding this beverage category, I’m sure you intuitively recognize that convenience is the most important sales channels for energy drinks in the U.S. market. But here are my top 3 biggest “categorical” takeaways from the recent Goldman Sachs Beverage Bytes survey. The first surrounds the Spring 2024 shelf/cooler reset season…with the two biggest winners being CELSIUS (up on average 10%) and C4 Energy (up 7%). The second is that c-stores feel decelerating volume growth is stemming from lower income consumers continuing to face financial challenges. And finally, an increase in Memorial Day promotional activity (especially 2-for-1 deals) helped jumpstart summer sales growth.

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