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Though still a star of the packaged beverages category, energy drinks are seeing rapidly slowing sales growth as energy shots take off and newer products shake up the cooler, according to industry players.
Sales of alternative beverages, a segment dominated by energy drinks, grew an average 12 percent per c-store last year (11.1 percent channel-wide), which is still healthy, but a far cry from the nearly 29-percent sales jump the subcategory posted in 2007, according to the Convenience Store News 2009 Industry Report.