What are the exact retail shelf markups for functional adult soft drinks?

While manufacturer COGS and distributor margins (e.g., 50% for functional drinks vs. 20% for traditional sodas) are well-documented, there is a distinct lack of data regarding the exact retail shelf markups demanded by major supermarkets for functional adult soft drinks compared to traditional beer and spirits.

Understanding this final link in the supply chain is critical to mapping the fully-loaded COGS and resolving the tension between “paper margins” and “realized margins” in the nolo-unit-economics model. Future research should leverage basket-level-scanner-data from providers like iri or nielseniq to close this data gap.