The steady growth of the energy drink category is helping to lead expansion of the total beverage set throughout convenience stores, according to the latest Beverage Bytes retailer survey from Goldman Sachs Equity Research. 📈 The quarterly report found that 21% of c-store retailers are planning to increase the physical space they allot to beverages during their spring resets in 2024, with energy drink growth and better-for-you products serving as two of the prime drivers for the expansion. In particular, brands like Celsius are helping to drive the initiative, and 87% of survey respondents said they intend to give the fitness energy brand more space whether they’re expanding the overall set or not. ⚡ Brands like C4 and Monster are also grabbing retailer’s attention, as both are expected to see more shelf and cooler facings in the new year. Outside of energy, brands like prebiotic soda Poppi and hydration drink PRIME (which also has an energy line) are also looking to benefit from additional space. Of course, shelf space is limited and growth for one brand or category always comes at the expense of another. Within energy, Red Bull (-3%) and the recently-acquired Bang (-0.8%) stand to lose the most. Outside of energy, RTD tea, juice and beer are looking at reductions and, due to slumping sales, sports drink brand BodyArmor is also losing facings in some retailers. ❤️🩹 One key takeaway from the survey brands can hone in on: better-for-you is sticking. Whether it’s gut health sodas or performance energy, more convenience retailers said they intend to increase their selection of functional and healthier beverages, including carving out specific sets within existing categories. In a channel that has traditionally emphasized indulgence, the BFY trend is refusing to be ignored. Read the full story on BevNET | 
