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Sour food and beverage sales rose across retail in the 52 weeks ending Aug. 9, according to Circana, while convenience-store sales grew more slowly. Industry experts say c-stores can build on the flavor’s established candy base with energy drinks, new flavor pairings and clearer merchandising.
Sour food and beverage sales increased across retail in the 52 weeks ending Aug. 9, but convenience stores captured more modest gains, according to Circana data cited by Food Dive. The figures show an opportunity for c-stores to build on sour candy sales by expanding into energy drinks and newer flavor combinations, industry experts said.
Across all retail types, sales of sour foods and beverages rose 10.8% in dollar terms and 6.9% by units during the period, Circana data showed. In convenience stores, dollar sales increased 5.5% and unit sales rose 1.5%. The source report did not specify the calendar year for the 52-week period.
Nonchocolate candy accounts for about 64% of c-store sour sales by dollars, with energy drinks the next-largest category, according to the report. Sour blue raspberry products were the fastest-growing c-store flavor, up 33% over the past year in Circana data. Results vary by product: Circana’s Sally Lyons Wyatt said some sour gummy products are declining, while newer options such as sour black cherry are performing well.
Retailers are already extending the flavor beyond packaged candy. Wawa’s Shark Splash Lemonade uses tart cherry syrup, Datassential research and insights manager Emily Murawski told Food Dive. 7-Eleven said sour flavors feature in its Slurpee drinks and candy, including 7-Select Sour Neon Gummi Worms, and said freeze-dried candy is another format where sour varieties are appearing.
Where C-Stores Can Grow Sour Sales
The data points to a gap between sour’s overall retail growth and its slower gains in convenience stores. For operators, the opportunity lies in giving customers more ways to encounter the flavor while recognizing that not every sour product is gaining traction.
Lyons Wyatt told Food Dive that convenience stores are well placed to connect candy and drinks because they carry both in a relatively compact space. She recommended grouping complementary flavors in displays or using signs such as “sweet,” “sour” and “extreme.” For sour energy drinks, she said cold-vault placement matters, and pairing drinks with candy at busy points may prompt an additional purchase.
A Mature Flavor Keeps Evolving
Sour is an established flavor with what Lyons Wyatt described as “active pockets of growth and re-invention.” Its presence in energy drinks and other categories shows how the profile is moving beyond its longstanding association with candy. 7-Eleven said consumers continue to seek bolder flavors, sensory excitement and products that deliver surprise; that is the retailer’s characterization of shopper interest.
Lyons Wyatt suggested balancing an assortment across three roles: familiar sour fruit, watermelon and blue raspberry products; emerging options such as black cherry and intense sour; and a limited selection of experimental flavors or formats. Examples she cited include spicy-sour, chamoy, pickle and tropical products. Murawski pointed to familiar sour flavor cues such as key lime and margarita-inspired citrus as possibilities for desserts and nonalcoholic drinks.
““Consumer interest in sour candy continues to be strong, driven by shoppers who are seeking bolder flavor experiences, sensory excitement and products that deliver an element of surprise.””
— 7-Eleven Inc.
Which Sour Products Will Last
The data describes recent sales, but does not establish how long individual flavor gains will continue or why shoppers chose particular products. While blue raspberry grew 33% in c-stores over the past year, the report does not provide its dollar or unit sales baseline. It also does not give detailed sales figures for sour energy drinks or individual candy varieties.
Datassential’s Menucast places sour in the 85th percentile for predicted growth potential over the next four years, meaning its growth is forecast to outperform 85% of foods, beverages and ingredients. That is a forecast, not a guarantee of future sales. The source report does not state the year for the Circana 52-week period, limiting the timing readers can assign to those figures.
Retailers Test New Pairings
The next developments will depend on which new products and pairings earn space in c-store assortments and repeat purchases from customers. Experts cited continued experimentation with layered flavors, including sour combined with spicy, and sour notes such as dill pickle entering salty snacks.
Retailers can also test cross-category displays that link candy with matching beverages, while monitoring whether emerging flavors sustain sales beyond initial interest. The source report does not identify specific upcoming launches or provide a timetable for new products.
Key Questions
How much did sour sales grow?
Circana data cited by Food Dive showed sour food and beverage sales across retail rising 10.8% in dollars and 6.9% by units in the 52 weeks ending Aug. 9. In convenience stores, dollar sales grew 5.5% and units 1.5%. The source did not specify the year.
Which sour flavors are growing in convenience stores?
Sour blue raspberry was the fastest-growing c-store flavor, up 33% over the past year in Circana data. Lyons Wyatt also said newer sour black cherry selections were performing well, though some sour gummy products were declining.
What products account for most c-store sour sales?
Nonchocolate candy represents about 64% of sour sales by dollars in convenience stores, according to the report. Energy drinks are the next-largest category.
How might convenience stores promote sour products?
Lyons Wyatt suggested grouping complementary candy and drinks in secondary displays, using simple flavor signage and placing sour energy drinks in cold vaults. She also recommended pairing those drinks with candy at high-traffic points.
Source: rss
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