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Which Drinks Drive More Revenue in Your Store?
Impulse Purchases at the Checkout
A remarkable 73% of all purchases are unplanned, and impulse purchases play a crucial role in this. Even more striking: 35% of consumers spend between €51 and €200 monthly on these kinds of spontaneous purchases. These figures show the enormous revenue potential of smartly placed products at the checkout.
Drinks such as soft drinks, energy drinks and juices are eminently suitable for impulse sales in the supermarket. What exactly are impulse purchases and how do you deploy them? We show which drinks perform best at the checkout in 2026 and how you, as a retailer or hospitality entrepreneur, can optimize your assortment for maximum margin and revenue.
What are impulse purchases at the checkout and why do they work?
Impulse purchases are unplanned purchases that consumers make in response to external stimuli such as attractive displays, offers or emotions. Checkout bargains are products that are strategically placed at the checkout to stimulate these spontaneous purchases. Customers decide within a few seconds whether they take an item, which is why cheaper products under €20 work best.
The psychology behind impulse purchases is powerful. Three factors play a leading role:
Emotions and dopamine: With an impulse purchase, our brains release dopamine, which causes a brief feeling of happiness. This substance temporarily relieves negative feelings such as stress and boredom.
Social influence: Consumers buy more impulsively when they shop with someone they know well. Research from the University of Florida showed that especially parents and children who accompany a customer increase the chance of an impulse purchase.
Immediate reward: The desire for instant pleasure leads to purchases without consideration of financial consequences.
Physical stores generate more impulse purchases than webshops, because there are more opportunities to present items to customers with eye-catching displays. For retailers this means: well-placed drinks at the checkout directly increase revenue.
Which drinks drive more revenue at the checkout in 2026
Energy drinks are among the fastest-growing product categories at the checkout. The global market for energy drinks grew from USD 77.16 billion in 2025 to an expected USD 157.21 billion in 2034. This growth translates directly into more revenue in supermarkets and hospitality establishments.
Soft drinks remain a stable revenue engine. The consumption of soft drinks in the Netherlands rose from 98.9 liters per capita in 2008 to 102.7 liters in 2009. Light variants in particular are gaining ground: the share grew from 18% in 2000 to 32.1% in 2009. Young people drink a lot of soft drinks because it is cheap and available everywhere.
Premium coffee and tea also attract affluent customers. Consumers do not economize on hot drinks and show a growing preference for fresh coffee beans and healthy tea variants. Coffee shops in retail environments such as Uniqlo and Arc'teryx prove the appeal of quality coffee.
Water remains a reliable checkout candidate. The consumption of packaged water rose to 21.6 liters per capita with a growth of 0.5%. For supermarkets without an alcohol license, restrictions apply: only low-alcohol drinks under 15% are permitted.
How retailers deploy drinks smartly for more impulse purchases
Visibility determines sales. A party cooler with a transparent top makes drinks irresistibly visible and encourages customers to take just that extra bottle. Supermarkets place these smartly at checkout zones or the entrance with chilled soft drinks on hot days. A cooler with a glass door also functions as an eye-catcher, whereby consumers see the full assortment directly.
Cross-selling increases revenue by up to 25%, depending on the channel. Therefore combine related categories: nuts with wine, chips with soft drinks, cookies with coffee. This tactic offers added value to customers and increases customer loyalty.
Placement at eye level works. Arrange bestsellers where visitors see them immediately. Products at the checkout or near popular items increase impulse purchases, especially when customers are already in buying mode. Bar displays behind the bar cool cans and bottles efficiently at the perfect height.
Note legislation: since July 1, a maximum discount of 25% applies to alcoholic drinks. Fines vary from €1,360 to €5,440. Optimize the checkout area with products with a high impulse factor, low price elasticity and good margin.
Comparison Table: Drink Categories for Impulse Purchases at the Checkout
Drink CategoryMarket Growth/TrendConsumption FiguresRevenue PotentialTarget Group/Characteristics
| Energy Drinks | Fastest-growing category: from USD 77.16 billion (2025) to USD 157.21 billion (2034) | Not stated | Very high - global market nearly doubles in 10 years | Broad audience, high impulse factor |
| Soft Drinks | Stable growth: from 98.9 liters per capita (2008) to 102.7 liters (2009) | 102.7 liters per capita per year (2009) | High - stable revenue engine | Especially young people (cheap and available everywhere) |
| Light Soft Drinks | Strong growth: from 18% market share (2000) to 32.1% (2009) | Part of total soft drink market | Growing - nearly doubled market share | Health-conscious consumers |
| Premium Coffee & Tea | Growing preference for fresh coffee beans and healthy tea variants | Not stated | High - affluent customers do not economize on hot drinks | Affluent customers, quality-conscious |
| Water (Packaged) | Growth of 0.5% | 21.6 liters per capita | Stable - reliable checkout candidate | Broad audience, health-oriented consumers |
IMPORTANT LEGISLATION FOR RETAILERS
AspectRegulationFine
| Alcohol discount | Maximum 25% discount allowed (since July 1) | €1,360 to €5,440 |
| Supermarkets without alcohol license | Only low-alcohol drinks under 15% allowed | Not stated |
EFFECTIVENESS OF RETAIL STRATEGIES
StrategyEffectApplication
| Cross-selling | Up to 25% revenue increase (depending on channel) | Nuts with wine, chips with soft drinks, cookies with coffee |
| Visibility (party cooler/glass door) | Stimulates extra purchases | At checkout zones or entrance, especially on hot days |
| Placement at eye level | Increases impulse purchases | Bestsellers at checkout or near popular items |
| Bar displays | Efficient cooling at perfect height | Behind the bar for cans and bottles |
Conclusion
The battle for checkout revenue is clear: energy drinks grow fastest, soft drinks remain stable, and premium coffee attracts affluent customers. We see that smart placement and cross-selling yield up to 25% extra revenue.
Choose especially:
- Energy drinks for maximum growth
- Light variants for health-conscious shoppers
- Chilled displays at eye level for direct visibility
Don't forget legislation: maximum 25% discount on alcohol. At [our company], we are happy to help with assortment choice, fast delivery and inventory security for your checkout optimization.