Walk into any c-store today and you’ll notice a subtle but quickly growing change in both customers and providers towards healthier beverage options, something that’s only been boosted by the summer heatwave. The numbers back this up too. The hydration category alone has seen an over 200% surge in website searches over the past year, and with National Hydration Day hitting on June 23rd, there’s never been a better time to understand how to capitalize on this shift.

So how do you turn this wellness trend into real profit for your store?

Start With What Your Customers Actually Want

Here’s what the data tells us: consumers find all-natural, locally sourced, clean-label, and products without artificial sweeteners are important when shopping for healthy options in c-stores. But here’s the thing many store operators miss: this doesn’t mean you need to completely overhaul your beverage section overnight.

Smart c-store owners are adding functional beverages like kombucha and kefir alongside locally made sodas and specialty drinks. The key is giving your customers choices without alienating the ones who still want their regular Coke or Monster Energy.

Think about your typical summer rush. You’ve got contractors coming in at 6 AM looking for hydration that’ll last them through a hot day of work. Construction crews are stopping by during lunch breaks. Landscapers restocking after hours in the sun. These folks have traditionally grabbed Gatorade or Powerade, but many are now looking for something that hydrates without loading them up with 34 grams of sugar.

Turn Summer Heat Into Summer Profits

Here’s where the real opportunity lies. Summer means more outdoor workers, more people thinking about hydration, and more chances to introduce them to better options. Instead of just stocking the same old sports drinks, consider what happens when you give that contractor a choice between Gatorade and something like Graasi Organic Barley Water.

Graasi delivers the hydration they need with only 35 calories and 4 grams of organic sugar, plus throws in 100% daily value of vitamins C and D with zinc. The organic barley grass juice powder adds antioxidants and amino acids that help with recovery. 

The flavors matter too. Citrus Mint, Cucumber Lime, and Lemongrass Ginger sound a lot more sophisticated than “fruit punch” or “lemon-lime.” These are flavors that appeal to the guy who drinks craft beer on weekends and shops at Whole Foods, but still needs something convenient when he’s running late for work.

Three Smart Strategies to Make This Work

Create a Wellness Corner: Don’t scatter healthy options throughout your store. Group them together in a dedicated section, preferably near the front or by the checkout. This makes it easy for wellness-focused customers to find what they want while also catching the attention of curious browsers.

Price for Value, Not Volume: Wellness beverages can command higher margins than traditional sodas or energy drinks. Your customers expect to pay more for organic, functional benefits. A $3.99 bottle of wellness beverage competing against a $2.49 sports drink isn’t about being cheaper—it’s about being worth it.

Educate Your Staff: Train your team to understand the basics about the wellness products you carry. When someone asks about organic options or low-sugar alternatives, your staff should be able to point them in the right direction and explain why these products cost more.

You need to maintain balance with your overall beverage selection. Keep your traditional options because you still have customers who want them, but make sure you’re also capturing the growing segment that’s looking for something better.

Why This Trend Has Real Staying Power

The wellness beverage space in convenience stores is still relatively wide open compared to traditional categories. While the big beverage companies are working on their own better-for-you options, there’s plenty of room for brands that can authentically address what customers actually want.

Success comes down to authenticity. Your customers are reading labels now. They understand ingredients. They can spot marketing fluff from a mile away. Products that can clearly communicate their benefits while actually delivering on taste tend to build loyal followings.

Here’s the real kicker: customers who find healthy options they like at your store become more loyal than average customers. When someone discovers they can grab a Graasi on their way to work instead of making a separate trip to the health food store, you’ve just earned a regular customer who’s likely to spend more per visit.

The Bottom Line for Your Business

This wellness trend represents one of the biggest growth opportunities in convenience retail right now. The combination of increasing health consciousness, demand for functional benefits, and the convenience factor creates what business folks call a perfect storm.

Summer is your testing ground. Try adding a few wellness beverage options to your cold case. See which ones move. Pay attention to which customers are buying them and when. Use this information to make smarter buying decisions as you head into fall and winter.

The customers are already changing their habits. The question is whether you’re going to change with them or watch them take their business somewhere that does. For operators ready to make the move, there’s never been a better time to introduce your customers to a new generation of functional beverages that deliver both convenience and wellness in every sip.

Learn more about Graasi Organic Barley Water and explore wholesale opportunities at graasi.com.

Disclaimer: The information provided in this article is for general informational purposes only. Consumers are encouraged to consult with healthcare professionals before making changes to their dietary or wellness routines.