Healthier food and beverage options are becoming a must-have in self-service retail.
If you’re running micro markets and still stocking the same traditional beverage mix, it’s time to consider the benefits of upgrading your cooler. This topic was front and center in our latest episode of Retail on the Go, featuring Cassie Hardick and Cathy Horgan from OLIPOP. They shared their firsthand experience on how better-for-you beverages are reshaping consumer expectations — and operator profits.
Consumers Are Willing to Pay More for Better
Functional sodas, low-sugar beverages, and gut-health drinks like OLIPOP are no longer niche products. According to Cathy, 80% of consumers are actively seeking healthier options , meaning demand is higher than ever. And they’re not just looking — they’re spending. These premium products typically retail between $3.49 and $3.99 per can, meaning high margins for operators.
“Health-forward items just really aren’t nice-to-have anymore,” said Cathy Horgan, OLIPOP’s vice president of food service. “They’re a sign you’re a modern operator who understands what consumers want.”
Micro Markets Make Premium Pricing Work
In vending, price sensitivity can limit your markup. But micro markets tell a different story. Consumers shopping micro markets are already conditioned to pay a little more for convenience, selection, and freshness. Better-for-you beverages fit seamlessly into that experience — and they often outsell traditional sodas when placed well and promoted clearly.
As we’ve seen from the Micropayment Trends Report, ticket sizes are higher for higher in micro markets and Smart Stores. Consumers at these locations are prepared to pay more and add a few items to their basket vs simply grabbing a drink from a vending machine. Micro markets and Smart Stores offer shoppers the option to examine the product before purchase.
“What was once grab-and-go is now ‘What’s the smartest, most satisfying, better-for-you choice I can grab in this moment?'” said Cassie Hardick, OLIPOP’s national account manager. It’s a mindset shift that’s especially powerful in micro market environments, where variety and presentation matter.
A Better Mix Means Better Performance
Operators who rotate in two to three SKUs of premium beverages alongside traditional options report increased variety perception, trial, and repeat purchases. Callouts like “Gut Health Support” or “Low Sugar” make it easy for health-conscious customers to spot what they want fast. And when paired with high-protein snacks or plant-based treats, they will likely spend more.
The recommendation? “Start with a couple flavors. Tag the shelf with signage. Try a seasonal swap every few months,” said Hardick. “Small moves can make a big impact.”
Start Smart and Scale
You don’t need to overhaul your entire product mix overnight. Start with a test: add a few better-for-you beverages to a few locations, use Seed Analytics to track sales velocity and pairing performance, and iterate.
“We recommend a three-month trial window,” said Hardick. “It gives enough time to track trends, test flavor rotations, and compare performance against existing beverages.”
Even better: distribution is easier than ever. “We’re stocked in 21 of Vistar’s top distribution centers,” Horgan noted. “That means product is accessible to operators nationwide.”
Rethink Your Cooler for Bigger Margins
Better-for-you drinks aren’t just good for your customers. They’re great for your bottom line. With consumer demand surging and micro markets primed for premium products, now is the time to evolve your beverage strategy.
Here’s what you can do tomorrow:
- Start with three SKUs in your best-performing markets.
- Add simple signage highlighting health benefits.
- Track performance with Seed Analytics and compare to traditional beverages.
- Partner with your Vistar rep or reach out to OLIPOP for support.
And don’t forget to listen to the full podcast episode, The Healthy Shift: Better-For-You Options in Self-Service Retail, to hear directly from Cathy and Cassie. They cover everything from generational demand shifts to why sleek cans drive higher perceived value.
Fast Facts
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Higher margins: Better-for-you drinks sell for $3.49–$3.99.
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Micro market fit: Shoppers pay more for variety and convenience.
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Small swap, big impact: Just 2–3 SKUs can boost sales.
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Test and scale: Try a 3-month pilot and track results.
To secure a micro market, choose safe locations, install security cameras, use live monitors, manage remotely, put up signs, adjust prices, and use kiosks with cameras. These steps help prevent theft and protect your business.
To boost micro market sales, understand customer needs, expand to new locations, use reward programs, adjust prices, and highlight high-margin products. Cashless payments, self-service kiosks, and smart coolers make shopping faster, easier, and more fun.
To launch and test new micro market products, partner with suppliers, use eye-catching signs, hold customer events, and analyze sales data. These steps help make your market exciting, boost sales, and keep customers happy.