6 C-Store Health and Wellness Brands

health and wellness

Health, wellness and energy products within convenience are compact and easy to merchandise, and retailers with an inside track on the broad category find a home for shots, supplements, vitamins, mints and more across several store hot spots, including check stand and strategic end-cap display.

The various health/wellness/energy segments reported a mixed bag of results recently. For the 52-week period ending Aug. 7, 2022, energy shots across convenience were a $628 million market, growing in dollars a paltry 0.2% and losing 2.3% in units, according to Chicago-based IRI. Leading brands included 5 Hour, Tweaker, VPX, Red Dawn and Vital.

Energy drink mixes lost 26.6%, liquid drink enhancers 20.6%, while vitamins gained 7.6%, led by liquid vitamins/minerals at 32%-dollar growth. Multi-vitamins expanded dollar growth by 4.3%, according to IRI.

Read ahead for six newer health/wellness and energy-related products to join the convenience channel ranks.

Performance Drink Group Inc.

Debuting in April, Pro Boost (Performance Drink Group Inc.) is a 2-ounce, zero-calorie and zero-sugar energy supplement drink formulated with taurine, malic acid, N-acetyl L-tyrosine, glucuronolactone, caffeine and L-phenylalanine. It also features a robust burst of B vitamins to offer 100% of the recommended daily value for niacin. Pro Boost contains no calories, sugar, GMO, gluten, artificial colors or preservatives.



The Romr lifestyle beverage brand (Alliance Sports Group L.P.) provides a full line of functional 3-ounce wellness shots designed for active lifestyles. The six all-natural shots were developed to offer a specific benefit for consumers: energy, immunity, digestion, focus, hydration and sleep. The full line of shelf-stable and cold-processed shots contain no added sugar and are vegan-compatible, non-GMO and gluten-free.


Voost (Procter & Gamble Professional) offers fizzy tablets in eight varieties to provide a portable burst of vitamins in a convenient, effervescent format—all to support daily wellness. With zero sugar and 10 calories per tablet, Voost requires users to simply drop a tablet into water and allow it to fizz and dissolve before consuming. Voost is available at retail in a 20-count tube and online for an SRP of $8.94.


Described as an energy shot in a gummy form, GummiShot contains 75 milligrams of plant-based, fast-acting energy per gummy. One pouch contains three gummies made with green coffee beans, real fruit and contain antioxidants from vitamin D. The three available flavors are Elderberry, Valencia Orange and Tropical.

So Good So You

So Good So You’s portfolio of immune-boosting juice shots recently expanded with two new Immunity varieties: Immunity Powered by Camu Camu, a watermelon/strawberry-flavored shot that delivers 100% of an adult’s recommended daily value of vitamins D and C, and Immunity Shot Powered by Elderberry, which is rich in antioxidants and vitamins and contains real elderberry juice. Each variety contains 1 billion colony forming units of probiotics.


Enzymedica offers Immune Max Immuno-Biotic Defense Mints that dissolve in the mouth to deliver 12 billion cells of immuno-LP20, a probiotic strain clinically studied to support immune and respiratory health. The formula helps boost immune and digestive systems, the company said. Each package of Immune Max Immuno-Biotic Defense Mints contains 30 fast-mints for an SRP of $19.99.