Celsius Reports Ongoing Penetration Of Convenience Store Channel

Posted On: 9/10/2019

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BOCA RATON, FL -- Celsius Holdings reports that it continues to strengthen its presence in the convenience store market by meeting the growing demand for functional energy products.

The company reported that it has gained 3,245 new "doors" in the convenience store channel in 2019 from a broad cross-section of leading convenience retailers including Quik Trip, Pilot Flying J, Buc-ee's, Casey's, Circle K and 7-Eleven.

SPINS third-party data (Shelf Stable Energy & Functional Beverages, Convenience) for the 52 weeks ended August 11, 2019 indicates Celsius' sales in the energy convenience channel grew at the rate of 39.5% year-over-year, outpacing the channel in volume growth at existing accounts. With retailers broadening their traditional energy drink offerings to align with today's consumer demands, it's anticipated that convenience stores will be reshaping planograms to integrate so called "performance energy" brands.

"We are gaining considerable momentum," said Celsius Holdings president and chief executive John Fieldly. "And the power of our trend-forward brand, Celsius, is driving considerable growth, outpacing larger more established brands

"The progress we are making to expand in the convenience store channel and capture additional market share is evidenced by the latest independent, industry-backed research," he reported. "The data clearly validates our assertions for strong consumer demand for our functional fitness drinks and our achievements in broadening our placements with more retailers, while at the same time increasing volume per location.

"Celsius has rapidly established itself as a leader in functional energy," Fieldly emphasized, "as demonstrated by its many initial new customer launches, similar to the initial 500-store test launches in CVS and Target prior to their national expansion. We continue to launch new test markets with marquee retailers at a higher rate than any point in our history, and look forward to adding clarity on these accounts in the coming months."

Celsius remains confident in its ability to drive sales even higher in the convenience store channel, the company's CEO emphasized, "as we continue to increase our ACV% [the percentage of C-stores that sell Celsius] through additional launches with national retail chains and distribution partners.

"With Celsius in roughly 10% of all convenience stores nationally, this shift in retailers broadening their energy sets offers a massive opportunity, since we are already outperforming the category in existing locations," Fieldly summed up. "Our Celsius brand is aligned with today's health-minded consumer, and our fitness position has mass appeal."

MEETING THE MARKET: Celsius reports that its functional energy drink continues to make headway in the c-store channel by addressing today's interest in better-for-you energy drinks.