Beyond fueling vehicles, C-stores are successfully fueling the energy of Americans across the U.S. with more options than ever for delicious and value-priced energy drinks. In fact, energy drinks are powering ahead in convenience retail this year, and 2025 is shaping up to be a pivotal year. After a slower 2024, C-store energy drink sales are back in growth mode, with dollar sales up 7.9% and units up 5.7% in the 52 weeks ending May 18, according to NACS magazine. That translates to more than 1.8 billion units sold in c-stores in just one year. Energy shots, by comparison, have remained flat or slightly down.
For context, nonalcoholic packaged beverages made up 18% of total in-store sales last year, making the way you allocate cooler door real estate one of the biggest factors in your store’s success. Here’s an overview of the 2025 energy drink trends you should know about—and the steps you can take to optimize sales.
Electrifying 2025 Energy Drink Trends
1) Energy Becomes a Value Choice
With overall beverage price inflation, energy drinks have become a relative value. Prices in the category have increased more slowly than other packaged drinks like coffee and tea, which has improved their “price per kick” proposition. This trend is helping maintain strong unit sales even as customers watch their wallets more closely.
Energy drink brands are rolling out more aggressive multi-buy promotions, offering discounts when customers purchase 2, 3, or even 4 cans at once. These tiered deals lower the price per unit, boost basket size, and drive higher overall sales volume.
2) Zero-Sugar and Flavor Innovation Drive Growth
The biggest innovation trend in 2025 is the explosion of zero-sugar and flavor-forward energy drinks. Here are just a few examples:
- Monster introduced its zero-sugar Ultra Blue Hawaiian in February. It was a hit with retailers, who cited strong velocity and high demand.
- Red Bull continues with limited-time flavors like the Spring Edition (grapefruit) and Summer Edition White Peach, designed to bring excitement and repeat trips.
- New product launches such as Celsius Essentials, Red Bull Sea Blue, and Prime Energy all made Circana’s New Product Pacesetters list, showing how innovation keeps fueling consumer interest.
Zero-sugar SKUs and seasonal launches are among the top-performing categories in the cold vault.
3) Consolidation is Changing the Market
Another notable 2025 energy drink trend is consolidation among major brands. Celsius announced its $1.8 billion acquisition of Alani Nu, while Keurig Dr Pepper bought into Ghost, and Molson Coors took a majority stake in ZOA. These moves are reshaping promotional strategies and expanding distribution, creating stronger portfolio plays that retailers should prepare to leverage.
4) Shelf Space is Expanding—But Execution Matters
Retailers are consistently adding more cooler space for energy drinks during resets. However, increasing facings is only effective if shelves stay stocked. Industry surveys show that empty facings are becoming a bigger problem, canceling out the benefits of added doors. Maintaining inventory at the store level is essential to optimizing sales.
How Store Managers Can Capitalize on 2025 Energy Drink Trends
Keep Core SKUs In-Stock
Start with your top 16-oz SKUs—Red Bull core, Monster Ultra, Celsius top flavors—and double-face your fastest movers. Make daily cold-vault checks part of shift routines to prevent costly out-of-stocks.
Highlight Zero-Sugar and Seasonal Editions
Create a dedicated zero-sugar row across all brands and a rotating pocket for limited-time flavors. Use signage and shelf talkers to showcase what’s new. Ensure your employees know about new products and can encourage customers to try them, too. Consumers look for novelty, and “Limited-Time” offers provide it.
Trim the Long Tail
Too many slow-moving SKUs can weaken your set. Review the bottom 10% of SKUs quarterly with district leadership and seek to reallocate those slots to high-velocity zero-sugar options or tiered promotions. Reducing clutter makes the set easier to shop.
Promote Tiered Multi-Buy Promotions
H&S Energy’s multi-buy deals remain one of the most effective promotional tactics store managers can use to grow sales. For example, some C-stores report 16% unit lifts from tiered offers like “2 for $6, 3 for $7, 4 for $8” on Monster singles. These promotions encourage larger baskets and should be timed to hot-weather or peak commuter periods. Ensure your team is fully informed about current tiered multi-buy promotions and that all promotional signage is clearly visible and well-positioned.
Merchandise by Daypart
Energy is no longer just for late-night customers looking for a second wind! Place secondary racks near coffee for morning traffic, and pair with salty snacks for mid-afternoon sales. Convenience shoppers are receptive to impulse energy purchases when displays are visible and convenient.
Keep Energy Shots Tight
Shots are underperforming compared to cans, but they still serve a purpose. Carry a trimmed assortment of top sellers near the checkout area for impulse purchases and cross-merchandise with hydration products in the summer.
Why 2025 Energy Drink Trends Matter
The energy category remains one of the strongest growth engines in the convenience channel. These 2025 energy drink trends—value pricing, zero-sugar innovation, consolidation, and expanded shelf space—are setting the stage for higher velocity and more profitable promotions. C-store managers who adapt quickly will be positioned to capture more trips, grow larger baskets, and build stronger loyalty among their customers.
At H&S Energy, we do more than supply fuel—we partner with convenience store managers to help their beverage categories thrive. From staff education and promotional materials to full marketing plans and category strategies, our team provides the support you need to drive sales and lead your store to success. Contact us today at hnsenergygroup.com to see how we can help you win with energy drinks and beyond.
