By: Tara Jewell, Marketing Insights Associate
In this article, you will find:
- The latest trends in the C-Store beverage landscape from NACS
- The increase in energy LTOs in the C-Store coolers and counters
- How functional beverages are energizing sales and driving profits
The recent NACS show in Las Vegas brought together innovators across the convenience store landscape, showcasing the latest trends in consumer beverages. As treat culture continues to grow, co-branded indulgences are taking center stage, especially for Gen Z shoppers seeking a balance between nostalgia and health. The Leahy team attended NACS for the first time this year. We showed our All Friends Refresher, a perfect fit for today’s on-the-go, mindful consumer.
Treat-inspired, but make it co-branded
As we noted earlier this year, modern consumers are constantly on the lookout for a ‘little treat.’ Consumers, especially those in Gen Z, are convinced that little treat culture can coexist with a healthy lifestyle.
Convenience Stores (C-Stores) are a prime venue to satisfy the desire for these small indulgences. Exhibitors at NACS Show, the National Association of Convenience Stores trade show, clearly had that in mind when selecting their latest and greatest offerings. Whether visiting a c-store to run a quick errand or heading into one as you gas up the car, customers can be tempted by an indulgent little something—especially in the afternoon daypart when most people begin to experience a dip in energy.
Co-branded complements
After all the consumer preference testing and product research, many brands are “betting” that the most tempting proposition is the one that is co-branded with a product the target audience already loves. Thus, we saw both Oreo and Chips Ahoy syrups, perfect not only because of the nostalgic appeal but also because of syrup’s infinite flexibility. A couple standouts were Twizzlers Slushy and Sour Patch Kids Slushy Lemonade, both of which hit a trend trifecta—candy-inspired, slushy, and nostalgic, all rolled into one.
Co-branded candy-inspired themes also made their way into RTD (Ready-To-Drink) coffee. With flavors like Snickers, Twix, and Reese’s tapping into classic candy bar nostalgia while blending perfectly with cold coffee… who needs the candy aisle? What a perfect grab and go treat for any day part—after all this is the world of c-stores with customers that are on the go 24/7.
Energy continues to dominate
It’s hardly news that energy drinks have moved beyond the exclusive domain of athletes and sports drinks. So much so, consumers now expect to see energy drinks on their menus when dining out. C-store operators have felt the cool breeze from their cooler cases for years as their energy beverage offering grew. Today, they are responding in an even bigger way! According to Datassential, today’s c-stores are offering 47 energy beverage LTOs (Limited-time Offerings) this year alone — a meteoric 262% increase since 2018. Energy drinks have now reached “Ubiquity” on Datassential’s Non-Alcoholic Beverage Variety MAC (menu adoption cycle). This shift explains why energy drinks were a key focus at every show we attended in 2024, including NACS.
Big brands energized their offerings
The usual big brands showed up in full force with bold new flavors. C4, for instance, showcased its Jolly Rancher flavor. Showing the true power of collaboration, not only does C4 benefit from co-branding with venerable candy brands, but also from an appearance by the very famous Kevin Hart. As C4’s celebrity ambassador as well as a stakeholder in the company, he briefly appeared at the show to boost C4’s booth activity—talk about an energy boost! Go Kevin!
Celsius, P10, Bang, Monster—they were all there with exciting offerings as well, if not with celebrity guests. Starbucks showcased its new tropical peach RTD iced energy beverage at the Pepsi booth. Westrock Coffee showed off a fruit-forward lemonade slushie energy drink, energized with green tea extract. One of the more unexpected energy entries was SPYLT Chocolate Milk – offering “a sweet (but not too sweet) pick-me-up with 60mg of caffeine.” Setting aside fears of your children getting their hands on this buzzy product, it is admittedly, an innovative concept. Moo-ving right along…
Trend research and innovation in action
Our team anticipated the high demand for energy and functional beverages, which is why we highlighted our All Friends Refresher. It gets its energy from B vitamins and real sugar (less than half of that contained a traditional soda), so it caters to consumer demand for clean ingredients and slow-burn energy. With no artificial ingredients, it checks the box for those who want a little treat while still making mindful choices. The flavor combinations are delicious above all else and carry a familiar and nostalgic flavor vibe. We push the flavor boundaries to align with the demands of today’s more adventurous customers.
This was Leahy’s debut at NACS, and we were excited to showcase how seamlessly All Friends fits into the C-store landscape. Our pitch is simple: we understand that customers frequenting C-stores are often picking up a range of items in one stop, and we also recognize the rising demand for refreshers and other functional beverages. That’s why we suggest positioning All Friends next to soda fountains and slushie machines, offering a ‘better-for-you’ bubbler alternative—with an overall better, more profitable beverage program for c-store owners and managers.
The NACS show highlighted the ongoing consumer desire for functional and indulgent beverages, with energy drinks and nostalgic treats leading the way. Leahy’s All Friends Refresher stood out by offering a clean-ingredient alternative that taps into this growing demand. Positioned as a refreshing option next to soda fountains, it’s ready to capture the attention of C-store shoppers looking for a better-for-you boost.
At Leahy-IFP, we are committed to making a more fruitful life for everyone. This is far more than a slogan or catch-phrase, it’s a serious pledge to take the steps that are necessary to ensure our products are the best they can be and live up to the high standards we set, and our customers expect.
If you’re interested in learning more about C-store solutions, just let us know, we’d be happy to discuss your beverage needs. We hope to hear from you soon.