Category Captains: Energy Drinks and Tomatoes

Energy Drinks

The energy drinks category continues to be one of the fastest-growing segments in beverage. That’s not too surprising considering today’s culture of fast-paced living. No one understands how to power the hustle more than Celsius, whose energy drinks lead the category by being different because of their focus on movement. 

Kyle Watson, CBO of Celsius, reported, “Over the past several years, we’ve seen a broadening of the category beyond traditional energy drink consumers, with more shoppers looking for products that support their active lifestyles and daily routines. Looking ahead, there are continued growth opportunities in better-for-you and zero-sugar innovation, expanded usage occasions, increased availability across channels and product formats and flavor innovation that resonates with Gen Z and wellness-driven shoppers.”

Fitness participation has hit record highs, especially among younger generations who see exercise as a key part of their lifestyle. Celsius fits right in with that trend. When combined with exercise, Celsius’s formula is clinically proven to boost metabolism and help burn body fat. A study conducted by the Division of Exercise Science and Sports Nutrition at the Ohio Research Group found that a serving of Celsius has calorie-burning properties.

Watson explained, “Consumers, especially Gen Z, are demanding more from their energy drinks. The shift toward healthier lifestyles has increased the demand for sugar-free options and products that offer benefits beyond energy, supporting active lifestyles and daily routines. Flavor variety and seasonal innovation also remain a major driver, keeping the category fresh and exciting. These demands are helping to fuel continued growth and shaping the next wave of innovation across the energy drink category.” 

Celsius doesn’t just fuel consumers; it also energizes retailers with a powerful suite of resources to help expand the category and drive sales. 

“Backed by PepsiCo’s distribution network and in-store execution capabilities, we’ve significantly strengthened our ability to improve availability, service levels, and merchandising performance,” shared Watson. “For retailers, this translates into greater supply chain reliability, more consistent in-stock levels, faster speed to shelf, and stronger activation at the point of purchase, all critical to maximizing the momentum of the energy category. Our goal is to ensure partners have the tools, insights, and support needed to fully unlock growth across their sets.”

He continued, “Celsius brings both strong consumer pull and an elevated level of operational excellence through our partnership with PepsiCo. The PepsiCo distribution network and execution enhance Celsius’ reach and impact, enabling retailers to capture rapid growth with fewer operational hurdles. Celsius’ position at the intersection of energy and fitness continues to bring new shoppers into the category, driving incremental category growth. Retailers benefit from products that sell quickly, repeat purchases, and a brand that resonates across active lifestyle and everyday consumption occasions. The combination of a differentiated product, strong marketing demand, and PepsiCo’s distribution strength makes Celsius a reliable and partner for retailers.”

For a brand that’s built on empowering, transforming and moving–it’s not surprising that driving innovation is a key focus. One of the ways they are doing that in the category is through their focus on using healthier ingredients such as ginger, guarana, and green tea. Their drinks contain no sugar, no aspartame, no high fructose corn syrup, and no artificial colors or flavors. 

“Celsius’ leadership is rooted in a commitment to long-term, sustainable category growth and a consumer-first approach to innovation. By strengthening our strategic partnership with PepsiCo, we’re able to deliver broader availability, best-in-class execution, and meaningful value for our retail partners. We’re not only driving today’s demand—we’re building the foundation for the next wave of energy category growth through continued innovation, expanded reach, and a relentless focus on the consumer,” stated Watson.

Retailers and customers can rely on Celsius for momentum, reliability, and for shaping the future of the energy category together.

Tomatoes

Tomatoes are used in a wide variety of recipes, from being eaten raw in salads and sandwiches to being cooked into sauces, soups and stews. And, of course, they are the key ingredient in every kid’s favorite condiment, ketchup. NatureSweet is proud to be the No. 1 snacking tomato brand and lead the category with its focus on innovation and quality.

“The tomato category is experiencing overall growth, primarily driven by rising consumer demand for snacking and medium-sized tomatoes,” reported Jenny Halpin, Marketing Services Coordinator. “Snacking tomatoes remain particularly robust due to their versatility and strong positioning in salads and snacking consumption. In contrast, large tomatoes are declining as shoppers in an inflationary environment increasingly seek better value for money, opting for medium formats to fulfill the same cooking needs that offer convenience and perceived affordability.”

NatureSweet is the largest vertically integrated controlled environment agriculture company in North America, which gives them control over quality, flavor and consistency. “Innovation is at the heart of what we do,” Halpin shared. “We are actively searching the globe for seeds to enhance the flavor of our current varieties and launch new product lines that can become the next NatureSweet product. This commitment has led to standout launches such as our flavorful D’Vines Cherry on the Vine. By anticipating consumer preferences and responding with creativity and quality, we continue to grow the category and set the standard for what snacking tomatoes can deliver. Looking ahead, we see continued growth driven by convenience, flavor-forward innovation and the increasing consumer focus on health and wellness.”

NatureSweet brings a wealth of resources to retailers. 

Halpin expanded, “At NatureSweet, we provide retailers with a full suite of resources to help grow the tomato category and maximize sales. Tools like category insights and consumer trend data, in-store merchandising guidance, promotional materials and marketing support that highlight the value and convenience of snacking tomatoes. Our team partners closely with retailers to develop tailored strategies that increase category velocity, optimize shelf placement and introduce shoppers to innovative products that drive trial and loyalty.”

Halpin said, “What truly sets us apart is our people-first approach. By investing in our associates’ growth, education and well-being, we create a culture of ownership that directly translates into better products, stronger partnerships and a more resilient supply chain. When our people succeed, our customers succeed and that’s the core of our leadership philosophy.” 

Whether it’s elevating flavor, driving sustainable practices or ensuring reliability, NatureSweet leads by example. Their goal isn’t just to grow tomatoes but to grow the category, create value for retailers and continually raise the bar for what fresh produce can and should deliver.