Hot Shots

As ‘big boys' enter the arena, energy-shot competition heats up.

By
Samantha Oller, Senior Editor/Special Projects Coordinator

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It sells like a candy, is regulated like a vitamin supplement and goes down like a beverage. Meanwhile, its core consumer has been described as  anything from an on-the-go soccer mom to a blue-collar factory worker to a trucker rushing to make a delivery without a pit stop.

The energy shot has brought cross-category and -demographic appeal to the c-store, with its channel dollar sales roaring up nearly 105% to reach $455.9 million, and unit sales up 96.5%, for the 52 weeks ending July 12, 2009, according to Information Resources Inc. (IRI), Chicago.

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