The new Rockstar XD Power energy drinks have been announced by Barr Soft Drinks as refreshment options for athletes and busy professionals alike to help them refuel after busy periods.
The drinks feature 200mg of caffeine per can and are combined with acids that will aid with muscle recovery as well as help to fuel protein synthesis. Launching in October, the drinks will come in two flavor options including Hardcore Apple and Blue Raz, which will come in 500ml serving sizes at a price point of £1.29 in the UK.
Barr Soft Drinks Marketing Director Adrian Troy spoke on the new Rockstar XD Power energy drinks saying, "Sports and energy is growing at 8.6% which is significantly more than total soft drinks. This growth is being driven by big can energy which is growing at more than double the rate of mainstream energy, making it a key category for retailers. This new product offers a different proposition to current energy products and will appeal to the 61% of men in the UK aged 16-to-34, who use supplements. In addition, low calorie energy is in strong double-digit growth, so we are confident that Rockstar XD Power will deliver incremental category growth for retailers.”
Why This Trend Is Growing
- Sports Recovery Energy Drinks
- Opportunity for creating energy drinks targeted specifically at athletes and busy professionals for post-workout recovery and refueling.
- Muscle Recovery
- Disruptive innovation opportunity lies in creating drinks with acids that aid in muscle recovery and promote protein synthesis.
- Low Calorie Energy
- Opportunity to capitalize on the strong double-digit growth of low-calorie energy drinks.
Industries Being Reshaped
- Beverage Manufacturing
- Manufacturers in the beverage industry can explore the development of sports recovery energy drinks to cater to the growing demand in this niche market.
- Fitness and Nutrition
- The fitness and nutrition industry can tap into the trend of sports recovery energy drinks by offering them as part of their product lineup for customers looking for post-workout refueling options.
- Retail
- Retailers can benefit from the incremental category growth by stocking Rockstar XD Power and other similar sports recovery energy drinks that cater to the needs of athletes and health-conscious consumers.
