Top 10 Best Drinks for a Night Shop

The best night shop drinks are no coincidence – they reflect conscious customer choices and smart inventory strategies by entrepreneurs. Since 2010, the number of night shops has grown by 16 percent to 1,450 locations, confirming the persistent demand for late-night convenience. In this article we discover which drinks consistently perform: from soft drinks and energy drinks to alcoholic beverages and dairy variants. We analyze why these categories remain successful, which brands sell best, and how price range and profit margin influence the inventory choices of night shops.

Soft Drinks

WHY SOFT DRINKS REMAIN ALWAYS POPULAR

Soft drinks dominate revenue in night shops with Coke in first place, accounting for 25% of total sales. This dominance does not come out of nowhere: approximately 96% of people in the Netherlands drink soft drinks occasionally. Purchases are made mainly impulsively to satisfy an immediate need, such as a sudden sugar craving or an improvised party. In addition, 28% of young people drink soft drinks daily, which creates a stable demand stream. The familiar flavors and direct availability make soft drinks an obvious choice for customers who quickly seek refreshment.

POPULAR BRANDS AND FLAVORS

Coca-Cola Classic remains the best-selling carbonated soft drink worldwide, with Pepsi Cola as the eternal number two. In night shops we see this preference reflected: alongside Coke, Fanta (orange flavor) and Sprite (lemon-lime) are standard. Red Bull even claims a sixth of total revenue, although this is technically an energy drink. Lipton Ice Tea completes the podium.

For specific flavors, the preference goes to classic variants: 7UP appears in formats of 330ml (€1.59), 500ml (€2.19) up to 1.5L (€3.75). Fanta costs €2.00 for 1.5L, while Cola 1.5L stands at €2.70. In addition, there are niche flavors such as 7UP Cherry (€1.35 for 330ml) and Canada Dry Ginger Ale (€1.35 for 355ml). Capri Sun remains popular with younger customers with variants such as Multi Vitamin and Orange for €0.75 per 200ml.

PRICE RANGE AND PROFIT MARGIN

Prices in night shops are up to forty percent higher than in regular stores. Customers nevertheless buy regularly, remarkably enough, even though the Colruyt is sometimes only five hundred meters further. A night shop owner told that some customers buy the bread daily that he himself picked up at the Colruyt in the morning. This price surcharge ensures healthy margins, although the owner must remain alert: anyone who forgets to pass on increased purchase prices sees the profit margin on that product drop almost to zero.

WHEN DO CUSTOMERS CHOOSE SOFT DRINKS

Until eleven o'clock in the evening, shopping is relatively busy, with soft drinks as a popular category alongside beer and candy. Students and working people stop on their way home for a can of soup or soft drink. Young people choose soft drinks because they simply find it tasty and water boring. Taste determines the choice for 75% of teenagers, followed by price (40% find this important). At the same time, curiosity plays a role: young people call it "gambling" when they try a new drink. With 65% of young people who usually have soft drinks at home, a cycle arises in which night shops respond to this constant demand with a broad assortment and direct availability.

Energy Drinks

WHY ENERGY DRINKS REMAIN ALWAYS POPULAR

Red Bull remains the absolute leader with a revenue of €136 million in Dutch gas stations during 2025, representing a growth of 6.25%. Monster Energy follows in third place with €26 million in revenue and a remarkable growth of 44%. These figures show that energy drinks have conquered a lasting place in the beverage assortment.

The popularity extends broadly: 60% of children and young people drink energy drinks, of which 18% do so daily. Students reach for them especially during exam periods. The functional aspect explains this preference: one can (250-330ml) provides improved alertness, attention and reaction speed from half an hour to one and a half hours after intake. These concrete effects make energy drinks a logical choice when extra focus is needed.

POPULAR BRANDS AND FLAVORS

In the best night shop drink assortments we see a clear hierarchy. Red Bull dominates worldwide together with Monster Energy. In addition, brands such as Slammers, Rockstar and Reign are gaining ground. Slammers offers a budget-friendly alternative with prices from €0.78 per can, while Monster costs between €1.70 and €2.16 per piece. Red Bull positions itself as premium with prices around €1.87-€1.92 per 250ml can.

In terms of flavors, tropical variants dominate: Red Bull Tropical brings an exotic fruity kick, Monster Energy Juiced Mango Loco combines mango flavor with powerful energy, and Rockstar Juiced contains real fruit juice for natural refreshment. Nocco BCAA Limón del Sol adds lemon flavor with BCAAs for extra muscle support.

PRICE RANGE AND PROFIT MARGIN

The hospitality sector charges on average €5.80 for an energy drink, which is considerably higher than retail prices. In night shops, prices lie between supermarket and hospitality rates. Monster Ultra variants reach €2.16 per can, while budget options such as Slammers remain around €0.82. This spread makes it possible to serve different customer segments with healthy margins.

Private labels in supermarkets often cost less than half of A-brands. Night shops, however, focus primarily on brands such as Red Bull and Monster because of their recognizability and higher profit margin on impulse purchases.

WHEN DO CUSTOMERS CHOOSE ENERGY DRINKS

Students form a core group, especially during exams when prolonged concentration is required. Approximately 1-2% of young people between 13 and 18 years regularly drink too much, which amounts to about 19,000 young people. At the same time, 1% of young people drink up to three cans per day.

Most young people choose energy drinks because they find the taste tasty, but equally because of the stimulating effects. Night shops profit from this demand by offering a broad assortment for late-hour study sessions, night shifts or simply when customers need an energy boost.

Beer

WHY BEER REMAINS ALWAYS POPULAR

Heineken leads the list with approximately 30% market share in bars and cafés, but the picture shifts when customers choose for themselves. Since 2022, Hertog Jan has been the best-selling beer brand in supermarkets, followed by Grolsch, Bavaria and Heineken. This shift shows that consumers actively seek brands that feel qualitatively better without becoming unaffordable.

Regional preferences reinforce demand: in Twente and the Achterhoek, Grolsch enjoys cult status, while in Brabant, Bavaria and Brand remain highly beloved. In the Randstad, Heineken and Hertog Jan dominate. This regional attachment means that night shops must serve local tastes alongside national favorites.

POPULAR BRANDS AND FLAVORS

In the best night shop drink assortments we see a mix of pilseners and specialty beers. Pils remains king of Dutch beer consumption, but specialty beer is growing structurally. IPA leads the list among specialty beers, followed by tripels and blond beer. Brands such as craft breweries Frontaal, VandeStreek and Uiltje score strongly in specialty stores.

In night shops the focus is on accessible brands: Heineken Premium Pilsener cans of 330ml cost €2.50 including deposit, while a six-pack of Heineken reaches €10.90. A crate with 24 bottles of 30cl stands at €28.90. Hertog Jan follows comparable prices with six-packs at €10.90 and crates at €28.90.

PRICE RANGE AND PROFIT MARGIN

The hospitality sector maintains an average gross profit margin of 70 percent. This means you multiply the purchase price by three and add VAT to it. For more expensive beer, some hospitality businesses apply a fixed surcharge: beers up to €1.50 purchase price get the 70% rule, while everything above that gets a fixed surcharge of €2.50.

Night shops profit from another advantage. At events such as the Ghent Festival, a pint costs 3 to 4 euros for often less than 20cl, while in the night shop you get 2 half liters of Stella for less than €3. Customers therefore divert to night shops because of fast service and realistic prices.

WHEN DO CUSTOMERS CHOOSE BEER

Night shops such as Sterk Amsterdam offer extensive selections until 1 or 3 o'clock at night. These late opening hours rescue customers who forgot to order or spontaneously have a need. Avondwinkel Leeuwarden even delivers beer in crates, cans and bottles, but no specialty beer or kegs.

In some cities, alcohol regulations limit sales. Nijmegen does not allow night shops to sell alcohol after ten o'clock, which forces owners to make adjustments. Nevertheless, beer remains a core product: customers who come in for a can of beer and chips leave empty-handed when beer is lacking.

Iced Tea

WHY ICED TEA REMAINS ALWAYS POPULAR

After Coca-Cola, Lipton Ice Tea is the most consumed soft drink in the Netherlands. This position arises from a simple reality: on hot days, ice-cold iced tea provides refreshment. Logical, therefore, that most people prefer a glass of cold iced tea in terms of instant refreshment.

Nevertheless, the iced tea sector rapidly followed the developments in the coffee world in recent years. Green iced tea grew to 50% of the Dutch market, while consumers increasingly make conscious choices. Currently, 53% of Dutch consumers indicate they consciously avoid sugary drinks. Of this group, 19% choose to only drink zero variants anymore.

POPULAR BRANDS AND FLAVORS

Three major brands dominate: Lipton (Unilever), Fuze Tea (Coca-Cola) and Nestea (Nestlé). Fuze Tea quickly gained ground through hospitality contracts: if you sell Coca-Cola, then you now also sell Fuze Tea. This tied selling ensured rapid name recognition, although the price is higher. A bottle of Lipton costs €1.87 per 1.5 liters at Jumbo, while Fuze Tea costs €2.04 for the same quantity.

Although newer flavors such as hibiscus, mango, jasmine and ginger reached the shelves, lemon and peach still cover the largest part. In a blind test of peach iced tea, Bos scored highest with a grade of 8 and a price of €1.59 per liter. Lidl Freeway received a grade of 7 for only €0.39, followed by Albert Heijn (€0.89) and Jumbo (€0.39) with both a grade of 6.5. Lipton ended at €1.26 with a grade of 5.5, while Fuze Tea asked the same price but scored only a grade of 5.

PRICE RANGE AND PROFIT MARGIN

The price spread ranges from budget brands (Lidl at €0.39 per liter) to premium brands (Bos at €1.59). Fuze Tea and Lipton position themselves between €1.26-€2.04 for comparable quantities. These price differences offer night shops flexibility to serve different customer segments with healthy margins on A-brands.

Brand recognition weighs more heavily than price for everyday products. Research showed that brand recognition is more important than price and quality. Consequently, 60% of consumers choose to buy Fuze Tea again after first acquaintance.

WHEN DO CUSTOMERS CHOOSE ICED TEA

On terraces, iced tea is ordered continuously. Research shows that 81% of regular orderers expect Lipton Ice Tea, which explains why 44% of hospitality visitors sometimes get a different brand than ordered. Night shops profit from this: customers who are disappointed in hospitality get their preferred brand at the night shop after all. In addition, iced tea functions as an ideal thirst quencher for home use, which creates a continuous demand stream outside hospitality moments.

Juices and Smoothies

WHY JUICES REMAIN ALWAYS POPULAR

Juices and smoothies enjoy a healthy image, although the reality is more nuanced. Approximately 96% of Dutch people indicate they consciously avoid sugary drinks, with 19% drinking only zero variants anymore. Nevertheless, fruit juices remain popular because they are seen as a natural alternative to soft drinks. A glass of orange juice contains about 18 grams of sugar, comparable to 4.5 sugar cubes. A strawberry-banana smoothie even delivers 22 grams of sugar, equal to 5.5 cubes.

The Nutrition Center does not place juices and smoothies in the Wheel of Five because of the high sugar content. Yet demand remains constant: customers seek refreshment and automatically associate fruit with health. In the best night shop drink assortments, juices therefore form a fixed category alongside alcoholic beverages and energy drinks.

POPULAR BRANDS AND FLAVORS

Taksi Tropical Fruit is among the top sellers with 12 bottles of 300ml for €19.19. Appelsientje dominates the segment with Kids Appelsap packs (24 pieces at 200ml) for €26.10. In a blind test of orange juice, Appelsientje won unanimously.

In night shops we see varied price ranges: Appelsientje White Grape 100% pure juice costs €3.00 per liter, while Dubbel Frisss Pineapple & Mango asks €3.00 for 1.5 liters. Taksi Tropical Fruit also stands at €3.00 for 1.5 liters. Capri Sun remains a favorite with young people with Kirsche & Granatapfel pouches at €2.50 per 330ml.

Maaza offers exotic options such as Mango and Tropical for €2.50 per 500ml. Oasis varies from €2.00 for 330ml to €2.50 for 500ml in flavors such as Tropical and Apple Blackcurrant Raspberry.

PRICE RANGE AND PROFIT MARGIN

Night shops maintain prices up to forty percent above supermarket rates. Well-known brands such as Appelsientje, Minute Maid and Dubbelfrisss come in bulk packs of at least 24 pieces, which yields purchasing advantages. At the same time, the retail price varies greatly: one-liter cartons versus bottles of 250-500ml offer different margins.

WHEN DO CUSTOMERS CHOOSE JUICE

Customers reach for juice when they want a healthier feeling than soft drinks offer, despite comparable sugar content. Smoothies function as a snack or after exercising. The combination of familiar brands, direct availability and health halo makes juices a constant demand in night shops.

Water

WHY WATER REMAINS ALWAYS POPULAR

Water is, after coffee and tea, among the most consumed drinks in the Netherlands. The consumption of spring and mineral water rose between 2012 and 2015 by 12 percent to 43.2 million liters. On average, 118,356 extra liter bottles of water are bought per day. This growth fits within a broader trend in which people pursue healthier nutrition and soft drinks gradually lose ground.

Nevertheless, a price paradox remains: customers experience tap water as expensive, although they often do not know the actual price, yet they willingly buy bottled water whose price per liter is considerably higher. In Flanders, 47% have no idea which costs are included in their water bill. In reality, households in 2026 pay on average €2.71 per m³ of tap water, which amounts to €271 for an average household with 100 m³ annual consumption. Half a liter of bottled water, however, costs more than a liter of oil and well over a thousand times as much as a liter of tap water.

POPULAR BRANDS AND VARIANTS

In the best night shop drink assortments, well-known brands dominate. Spa Reine Blue leads with 6 bottles of 1.5 liters for €14.22, which amounts to €2.37 per bottle. Bar Le Duc costs €13.92 for 12 pieces of 0.5 liters, while Evian from the French Alps asks €17.99 for 6 bottles of 1 liter. Chaudfontaine positions itself as natural mineral water for €16.43 per 6 bottles of 1.5 liters.

In addition, brands such as Fiji offer premium options at €19.00 for 500ml. Waterdrop introduces flavor variants via dissolvable cubes with vitamins and natural fruit and plant extracts.

PRICE RANGE AND PROFIT MARGIN

Night shops again charge a surcharge that runs comparable to other categories such as soft drinks and energy drinks. According to market research, the European market for packaged water is worth €12.4 billion. Large producers such as Nestlé own 52 different water brands including Perrier, Vittel and San Pellegrino. Spadel claims market leadership in the Benelux.

WHEN DO CUSTOMERS CHOOSE WATER

Customers reach for water because of health awareness and convenience. Water also functions as a basic product for those who do not want sugary drinks. The combination of direct availability and well-known brands makes water a constant demand in night shops, despite the price paradox relative to tap water.

Alcoholic Mixed Drinks

WHY MIXED DRINKS REMAIN ALWAYS POPULAR

Cocktail culture continues to grow, with convenience and accessibility gaining ground. Ready-to-drink products form the fastest-growing segment of the past year, which demonstrates a fundamental shift in how customers consume alcoholic beverages. Mixed drinks soften the strong taste of alcohol by mixing it with soft drink, fruit juice or other drinks. As a result, you taste the alcohol less strongly, while the effect remains equally powerful.

Consequently, premixed drinks fit seamlessly with the need for convenience and are especially popular among younger target groups. In essence, a can of Bacardi Cola eliminates the need to mix yourself, which lowers the threshold for those who have no bar experience but do want to enjoy.

POPULAR BRANDS AND FLAVORS

In the best night shop drink assortments we see a clear top 10. Vodka Red Bull leads the list as by far the most popular mix during going out. Bacardi Cola stands at number three as a real classic, followed by the Raketje (Bacardi Razz with Fanta) at number six. The Jägerbomb (Jägermeister in Red Bull) claims position two, while Malibu Cola ends at number eight for coconut lovers.

Whisky Cola functions as a timeless drink at number four, with Gin Tonic at number ten as an immensely popular English import. In addition, Passoa Juice, Safari 7-Up and Paardenkut (Apfelkorn with Spa Red) score high among students.

PRICE RANGE AND PROFIT MARGIN

In night shops, prices are sharp: Bacardi Razz & Up 250ml costs €2.99, identical to Bacardi Rum & Cola can and William Lawson's Whisky with Cola can. Smirnoff Ice bottle 75cl reaches €7.99. The hospitality sector maintains an average 70% gross profit margin, which means night shops remain competitive through direct availability at a reasonable surcharge.

WHEN DO CUSTOMERS CHOOSE MIXED DRINKS

Moments such as carnival, King's Day, festivals and sporting events caused clear peaks in sales in 2025. Students form a core group, especially at parties and drinks where mixed drinks are indispensable. The combination of convenience, familiar flavors and social moments makes mixed drinks a constant demand in night shops that remain open late.

Coffee and Hot Drinks

WHY COFFEE REMAINS ALWAYS POPULAR

Coffee forms an inseparable part of Dutch culture. The national coffee and tea survey shows that 79% of Dutch people drink coffee at least once a week and two-thirds even daily. Consumer psychologist Patrick Wessels calls coffee a 'necessary luxury': people would sooner skip a holiday than their daily cup of coffee or cappuccino.

In addition, coffee functions as a social ritual. The well-known 'shall we have a cuppa' strengthens social cohesion between people. Coffee also turns out to be a form of self-expression, where choices for specialty coffee shops, cappuccino with oat milk or precisely a familiar private label tell more about identity than expected.

Owing to price increases, the market does show switching behavior. Customers switch to private labels or refillable capsules, buy value packs and shop more on special offer. People change the form, but not the habit.

POPULAR BRANDS AND VARIANTS

Jacob Douwe Egberts is in first place with 8.7% of total market distribution. Lavazza follows with 2.9%, while Illy Classico, Lavazza Qualita Rossa and Segafredo Intermezzo are among the best-selling coffee beans of 2023. At the same time, price conflicts with supermarkets regularly create supply problems for Douwe Egberts products.

PRICE RANGE AND PROFIT MARGIN

Hospitality businesses pay between €0.15 and €0.50 per cup in direct costs, but earn €1.50 to €4.00 per cup. The profit margin averages 75-85%. A cup of coffee costs about 13-15 cents in ingredients, while restaurants charge on average €2.50-€2.75. In the best night shop drink assortments, prices lie between hospitality and supermarket rates.

WHEN DO CUSTOMERS CHOOSE COFFEE

AH to go sells 257,000 cups of coffee weekly, which illustrates the constant demand. Customers get coffee for home use, but equally as a quick-fix on the go. More than 44% choose coffee beans on quality, and 41% choose a brand product. Night shops profit from this brand loyalty by keeping well-known names such as Douwe Egberts, L'OR and Senseo in stock for customers who still need coffee late at night.

Sports Drinks

WHY SPORTS DRINKS REMAIN ALWAYS POPULAR

During intensive efforts longer than an hour, glycogen reserves become depleted and the dreaded 'hunger knock' arises. Sports drinks contain carbohydrates (glucose and sucrose) to replenish these reserves, plus salts such as sodium for the electrolyte balance. Isotonic variants are absorbed extremely quickly because they have the same osmolality as body fluid (270-330 mOsm/kg). This explains why athletes structurally reach for this category during training sessions of more than 60 minutes.

In addition, sports drinks with 30 to 60 grams of carbohydrates per hour noticeably support performance. During prolonged exertion, the glucose level stays up to par, which prevents muscle cramps. The sodium content (400-1100 mg per liter) improves water absorption because sodium is absorbed from the intestine together with glucose.

POPULAR BRANDS AND FLAVORS

Isostar Hydrate & Perform dominates with prices from €11.29 for 400 grams of powder. Powerbar Isoactive contains the C2MAX formula with a 2:1 glucose-fructose ratio, allowing the body to absorb up to 90 grams of carbohydrates per hour. Science in Sport Go Electrolyte costs €31.89 for 1.6kg, while Born Iso Pro combines the 2:1 glucose/fructose ratio with a fresh taste.

Brands such as AA Drink, Aquarius and Extran are available per tray or crate. High5 Energy Drink also delivers 90 grams of carbohydrates per hour, comparable to Maurten Drink Mix 320 which contains 80 grams per 500ml via hydrogel technology.

PRICE RANGE AND PROFIT MARGIN

Prices vary between €11.29 for Isostar 400g to €31.89 for SIS 1.6kg packages. Ready-to-drink formats such as Isostar Hydrate & Perform 10x500ml cost €11.29. In the best night shop drink assortments, these lie between supermarket and hospitality rates.

WHEN DO CUSTOMERS CHOOSE SPORTS DRINKS

Water suffices for activities shorter than an hour, but for longer efforts carbohydrates are necessary. Athletes drink at least 500ml of isotonic sports drink per hour, while during training they test which dosage works.

Milk and Dairy Drinks

WHY DAIRY DRINKS REMAIN ALWAYS POPULAR

Plant-based alternatives are radically changing the dairy landscape. In the Netherlands, 12% of dairy drinks sold are now plant-based, while this percentage reaches 14% in American stores with an expectation of 30% growth in 2024. More than 40% of Americans now prefer plant-based over cow's milk. During the corona crisis, sales of oat milk even rose more than 3 times compared to a year earlier.

Nevertheless, traditional dairy holds its ground. Drinking dairy represents 40% revenue share within total fresh dairy with a total revenue of over €715 million. At the same time, traditional milk is under pressure with a 1% value decline and 6% volume decline, while buttermilk even declines 4% in value and 8% in volume. Products aimed at specific health needs such as kefir, ayran and protein, however, are growing strongly.

POPULAR BRANDS AND VARIANTS

In the best night shop drink assortments, Campina Langlekker (€1.67 per liter), Chocomel (€1.65 per 300ml bottle) and Optimel drinking yogurt dominate. Plant-based options such as Alpro Barista Coconut (€3.49 per liter) and Oatly Oat Barista Edition (€2.80 per liter) are quickly gaining ground. Müllermilk combines milk with flavors and vitamins in variants such as pistachio-coconut and white chocolate-macadamia.

PRICE RANGE AND PROFIT MARGIN

Jumbo charges €1.39-€2.99 for drinking yogurt, depending on brand and quantity. Fresh milk costs €1.99 for 1.5 liters of Campina. Night shops maintain comparable surcharges as with soft drinks and energy drinks.

WHEN DO CUSTOMERS CHOOSE DAIRY DRINKS

Consumers choose plant-based because of concerns about health, animal welfare and climate. Dairy is responsible for 21% of CO2 emissions at Starbucks, where 20% of customers in North America now choose plant-based. Dairy companies that tap into trends such as sugar reduction and higher protein content achieve better results.

Comparison Table

Comparison Table: Top 10 Best Night Shop Drinks

DrinkPopular BrandsPrice RangeKey CharacteristicsTarget Group/When Bought

Soft Drinks	Coca-Cola (25% revenue), Pepsi, Fanta, Sprite, 7UP	€1.35-€3.75 (330ml-1.5L)	96% of Dutch people drink soft drinks occasionally; impulse purchases for immediate refreshment	28% of young people drink daily; busy until 23:00; taste determines 75% of choice
Energy Drinks	Red Bull (€136 million revenue), Monster Energy (44% growth), Slammers, Rockstar	€0.78-€5.80 (retail to hospitality)	60% of young people drink energy drinks; improved alertness 30-90 minutes after intake	Students during exams; 18% drink daily; night shifts and study sessions
Beer	Hertog Jan (best-selling supermarket), Heineken (30% hospitality), Grolsch, Bavaria	€2.50-€28.90 (cans to crates)	Regional preferences strong; pils remains king; specialty beer grows structurally	Late evening hours until 1-3 o'clock; spontaneous need; crates for home use
Iced Tea	Lipton Ice Tea (no. 2 soft drink NL), Fuze Tea, Nestea	€0.39-€2.04 per liter	Green iced tea 50% of market; 53% consciously avoid sugary drinks	Terraces and home use; refreshment on hot days; 81% expect Lipton
Juices and Smoothies	Appelsientje, Taksi, Maaza, Capri Sun, Oasis	€2.00-€3.00 (330ml-1.5L)	Healthy image despite 18-22 grams of sugar per glass; not in Wheel of Five	Healthier feeling than soft drinks; after exercising; young people choose Capri Sun
Water	Spa Reine (€2.37/bottle), Bar Le Duc, Evian, Chaudfontaine	€13.92-€19.00 (6-12 bottles)	Consumption rose 12% (2012-2015); 118,356 extra bottles sold per day	Health-conscious customers; basic product without sugar; despite tap water available
Alcoholic Mixed Drinks	Bacardi Cola, Vodka Red Bull, Jägerbomb, Malibu Cola	€2.99-€7.99 per can/bottle	Fastest-growing segment; softens strong alcohol taste; ready-to-drink convenience	Students at parties; carnival, King's Day, festivals; younger target group
Coffee and Hot Drinks	Jacob Douwe Egberts (8.7% market), Lavazza (2.9%), Illy, L'OR	€0.15-€2.75 per cup	79% drink at least weekly; 'necessary luxury'; social ritual	Daily use; 44% choose on quality; AH to go sells 257,000 cups/week
Sports Drinks	Isostar, Powerbar Isoactive, Science in Sport, AA Drink, Aquarius	€11.29-€31.89 (400g-1.6kg)	Isotonic formula for fast absorption; 30-60 grams of carbohydrates per hour	Athletes during exertion >60 minutes; at least 500ml per hour during training
Milk and Dairy Drinks	Campina, Chocomel, Optimel, Alpro, Oatly, Müllermilk	€1.39-€3.49 per liter	Plant-based 12% of market; drinking dairy €715 million revenue; protein grows	Health, animal welfare, climate-conscious customers; 20% choose plant-based at Starbucks

Conclusion

These ten categories form the backbone of successful night shops. From soft drinks that claim 25% of revenue to energy drinks with 44% growth, each category serves specific customer needs. Customers consciously pay forty percent more for convenience and direct availability. The secret lies not only in what you sell, but equally in when customers reach for it: students get energy drinks during exams, partygoers choose mixed drinks on Friday evening, and athletes grab isotonic drinks after training sessions. Inventory choices that respond to these patterns yield healthy margins and satisfied customers. In short: understand your target group, provide for their needs, and sales follow automatically.