RETAILER PERCEPTION OF PREMIUM ENERGY DRINK VARIANTS AMID COMPETITIVE BRAND CLUTTER: A STUDY OF RETAIL OUTLETS IN BENGALURU

Registration ID: IJNRD_328067

Published ID: IJNRD2608310

: Click Here to Get

About Hard Copy and Transparent Peer Review Report

Pavithra B

Energy Drinks, Retailer Preference, Retail Market, Consumer Demand, Pricing, Bengaluru

This study examines the perception and stocking of premium variants of energy drinks by retailers where there are several competitive energy drink brands available. The basis of this study is field notes gathered through a Summer Internship Research Project (SIRP) conducted at Red Bull India, wherein retailers of the General Trade segment in Bengaluru have been visited. For putting the field study into perspective with respect to a broader market context, an extended version of the study has provided details about the Indian FMCG & General Trade industry, energy drinks, and six key competitors. In India, the energy drinks market size stood at around USD 918.23 million in 2024 and is expected to be worth USD 1,950.32 million by 2030, exhibiting a CAGR of 13.44% (TechSci Research, 2024). According to more recent figures from Mordor Intelligence (2026), the size of the market stands slightly lower at USD 0.82 billion in 2026 and is forecasted to grow at a slightly lower CAGR of 2.25% till 2031. It can be seen that the market size for this category of products varies considerably according to the methodologies used, yet all reports point towards the same trend of growth and increasing premiumisation, sugar-free and flavored options, despite strong competition from low-cost brands such as Sting and Campa Energy. As part of this internship, retail outlets were covered across Bengaluru's General Trade channel, with the main focus on the standalone segment (an estimated 700 stores in the standalone segment, of which 248 were visited). Counting standalone stores together with the other channels covered in the same fieldwork, such as wine shops and chemists, complete information on the Red Bull variants stocked was available for 255 stores. For some of these stores, the range stocked was worked out from the type of cooler placed there, since a Main Placement Cooler (MPC) or Red Bull Cooler (RBC) almost always means the full variant range is present, unless the visit notes clearly showed the store had turned a variant down. This data is the basis for the findings in this report. The main finding is this: stores that had more competitor brands on their shelves were not less likely to stock the full Red Bull range or accept a variant push. If anything, the numbers show the opposite trend stores with more competitors present were somewhat more likely to stock the full range and accept variants. This is discussed further in the report and connected back to the industry, category, and competitor context, and to the 'billboard effect' idea from the literature.

Published Paper   E-Certificate

Pavithra B (August-2026). RETAILER PERCEPTION OF PREMIUM ENERGY DRINK VARIANTS AMID COMPETITIVE BRAND CLUTTER: A STUDY OF RETAIL OUTLETS IN BENGALURU. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(8), d89-d104. https://ijnrd.org/papers/IJNRD2608310.pdf

Volume 11 Issue 8, August-2026

Pages : d89-d104

Paper Reg. ID: IJNRD_328067

Published Paper Id: IJNRD2608310

Research Area: Management All

Author Type: Indian Author

Country: Bangalore, Karnataka, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2608310.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2608310

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

UGC CARE JOURNAL PUBLICATION | ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International UGC CARE JOURNAL PUBLICATION, Low Cost, Scholarly Open Access, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave | IJNRD.ORG | IJNRD.COM | IJPUB.ORG

© 2026 - Authors hold the copyright of this article. This work is licensed under a Creative Commons Attribution 4.0 International License. and The Open Definition. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0). 🛡️ Disclaimer: The content, data, and findings in this article are based on the authors’ research and have been peer-reviewed for academic purposes only. Readers are advised to verify all information before practical or commercial use. The journal and its editorial board are not liable for any errors, losses, or consequences arising from its use.

Call For Paper - Volume 11 | Issue 8 | August 2026

IJNRD is a Scholarly Open Access, Peer-Reviewed, Refereed, and UGC CARE Journal Publication with a High Impact Factor of 8.76 (calculated by Google Scholar & Semantic Scholar | AI-Powered Research Tool). It is a Multidisciplinary, Monthly, Low-Cost, and Transparent Peer Review Journal Publication that adheres to the New UGC CARE Transparent Peer-Reviewed Journal Policy and aligns with Scopus Journal Publication standards to ensure the highest level of research quality and credibility.

IJNRD offers comprehensive Journal Publication Services including indexing in all major databases and metadata repositories, Digital Object Identifier (Crossref DOI) assignment for each published article with additional fees, citation generation tools, and full Open Access visibility to enhance global research reach and citation impact.

The INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to advance applied, theoretical, and experimental research across diverse academic and professional fields. The journal promotes global knowledge exchange among researchers, developers, academicians, engineers, and practitioners, serving as a trusted platform for innovative, peer-reviewed journal publication and scientific collaboration.

Indexing Coverage: Google Scholar, SSRN, ResearcherID-Publons, Semantic Scholar (AI-Powered Research Tool), Microsoft Academic, Academia.edu, arXiv.org, ResearchGate, CiteSeerX, ResearcherID (Thomson Reuters), Mendeley, DocStoc, ISSUU, Scribd, and many other recognized academic repositories.

Transparent Peer Review Journal Publication: IJNRD operates a strict double-blind peer review system managed by 3000+ expert reviewers, ensuring ethical, unbiased, and high-quality review for every research paper.

For Indian Authors : Get a transparent peer review report from Scholar9.com for just ₹1000. View Sample Report

For Foreign Authors : A detailed peer review report is available through Scholar9.com for $20 USD. View Sample Report

Transparent Peer Review Journal Publication

⭐ Transparent Peer Review | 🕵️‍♂️ Double-Blind | 👨‍🏫 3000+ Expert Reviewers | 🇮🇳 Report for India Author ₹1000 | 🌐 Report for Foreign Author $20 | 📄 Sample Reports on Scholar9.com | 🌍 High Credibility | ⚖️ Ethical & Unbiased Evaluation

How to submit the paper?

By Our website

Click Here to Submit Paper Online

By Mail

Send your paper to editor@ijnrd.org

Recently, the UGC discontinued the UGC-CARE Journal List and introduced new parameters that allow publication in Transparent Peer-Reviewed (Refereed) Journals. IJNRD is Transparent Peer Review Journal Valid As per New UGC Notification.

You can now publish your research paper in IJNRD.ORG. IJNRD is a Transparent Peer-Reviewed Open Access (Refereed Journal), UGC and UGC CARE Approved, Crossref DOI, Multidisciplinary, Impact Factor calculate by Google Scholar. As an International, open-access, and online journal, Publishing with us ensures wider reach, academic credibility, and enhanced recognition for your work.

For more details, refer to the official notice: UGC Public Notice

⭐ Low Cost ₹1570 | 📚 UGC CARE Approved | 🔍 Peer-Reviewed | 🌐 Open Access | 🔗 Crossref DOI & Global Indexing | 📊 Google Scholar Impact Factor | 🧪 Multidisciplinary

Submit Paper Online  Call for Paper  About IJNRD UGC CARE Approval

Important Dates for Current issue

Paper Submission Open For: August 2026

Current Issue: Volume 11 | Issue 8 | August 2026

Impact Factor: 8.76

Last Date for Paper Submission: Till 30-Sep-2026

Notification of Review Result: Transparent peer review process - your paper is evaluated by experts, and you receive acceptance or rejection updates via email and SMS.

Publication of Paper: Once all documents are submitted, your paper is published without delay, and you can instantly download your certificate and confirmation letter online.

Frequency: Monthly (12 issue Annually).

Journal Type: IJNRD is an international open-access journal offering Low Cost Journal Publication, transparent Peer Review Journal Publication, Crossref DOI, and multidisciplinary research visibility under UGC CARE Approved Journal Publication.

Subject Category: Research Area

Approval, Licenses and Indexing: More Details

Call For Paper - Volume 11 | Issue 8 | August 2026

IJNRD.org offers low-cost journal publication starting at ₹1570 with UGC CARE Approved, refereed, peer-reviewed, open-access publishing. This multidisciplinary monthly journal, available in both online and print formats, features a strong Google Scholar-based impact factor of 8.76, Transparent Peer Review, CrossRef DOI, global indexing, fast publication, and complete metadata for maximum research visibility and citation impact across multidisciplinary domains.

Volume 11 | Issue 8 | August 2026 | IJNRD Transparent Peer Review Certificate | Submit Paper Online till 30-Sep-2026

⭐ UGC CARE Approved Refereed Journal | 🔍 Transparent Peer Review | 🌐 Open Access Publishing | 💰 Low-Cost ₹1570 | 🔗 CrossRef DOI & Global Indexing | 📊 Google Scholar Impact Factor 8.76 | 🧪 Multidisciplinary | Online & Print

Submit Paper Online