Sports Drinks Score High at C-Stores

Behar, Hank
October 2004
Convenience Store News;10/16/2004, Vol. 40 Issue 13, p136
Trade Publication
This article discusses the availability of sports drink at convenience stores. According to ACNielsen, c-stores accounted for a hefty 46.0 share of all dollars spent on sports drinks in the combined food, drug, mass merchandiser and c-store channels for the 52-week period ending May 8, 2004. Indeed, over that period the convenience channel accounted for nearly half the retail rings — or $988 million — of the $2.15 billion category. Overall, the category showed strong legs, up 13.2 percent over last year's $1.90 billion.The kicker for the convenience channel is that if you want to find out what ESPN tastes like, you'll have to go to a c-store for one of the 1.3 million bottles. Gatorade, in its wisdom — and perhaps with a glimpse of the convenience channel's 46.0 share of sports drink dollars — gave c-stores a 100 percent exclusive on the promotion.


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