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Starbucks Changes Customer Habits with New Energy Drinks Beyond Coffee
Starbucks introduced a new energy drink platform called Energy Refreshers after observing a decline in customers' dependence on coffee. These products offer non-coffee options with fruit flavors and customizable caffeine levels.
Despite Starbucks' strong position based on coffee sales, the company notes that its customers' dependence on coffee is decreasing and they are turning to energy drink consumption. In response to this change, the company launched a new platform called Energy Refreshers. This platform includes three new drink varieties with fruit flavors and customizable caffeine levels. Starbucks CFO Cathy Smith said during the second quarter earnings call, "We see that people who did not consume energy drinks in the mornings have started to consume energy drinks with our Energy Refreshers platform." The new Energy Refreshers products contain 100 mg of caffeine in the small size and 175 mg in the extra-large size. Additionally, all Refreshers products are now also available caffeine-free. Smith stated, "After adding the customizable caffeine option, we observe that people have started to reduce caffeine intake in the afternoons." These developments are considered part of Starbucks' strategy to change consumer habits and grow in non-coffee products.
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