The Key Stats
Soft drinks can be a difficult category to get right, but if you do – the rewards are great. To help understand it, Lucozade Ribena Suntory invests heavily in tracking and monitoring what your shoppers are actually doing in store.
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1. Regionality Matters!
Soft drinks see very different growth in different regions. In 2018, for example, soft drinks sales grew at 7.3%1 in England and Wales, while in Scotland sales grew at 12%2. Have you tailored your range to suit your region?
2. Incrementality is Key
A strong core range is crucial to maintaining soft drink sales, with the best sellers displayed in the key areas so shoppers can easily find them. However, new product development contributed to 35%3 of soft drink sales in 2018. You need to be on top of the latest new launches and brand extensions to stock alongside your core range to keep driving excitement to the category.
3. Flavour Saviours
35%4 of new buyers to the soft drink category buy a flavoured drink. Flavour is the number one driver of repeat purchase4. Make sure that you’re helping out those customers buying into the category for the first time by offering a full range of flavours.
4. The New Generation
27%5 of shoppers aged between 16-24 say they always buy a soft drink when in store6. It is essential you keep this younger generation excited by stocking new flavours and new product launches.
5. Health is Important
Low-sugar soft drinks contributed £500M7 in 2018: sales are growing ahead of full sugar variants (12% growth, v. 8% growth for full sugar variants8).
6. Crossing the Aisle
Cross-category merchandising can increase basket spend. 22%9 of soft drink shoppers also purchase crisps and snacks, while 18%10 also purchase confectionery. You can grow shopper spend in your store by locating these products next to each other.
7. Back to the Future
‘Drink later’ large serve drinks including multipacks are growing by 7.2%11 ahead of ‘drink now’ single-serve drinks.
8. The Big Segments
The five must-stock highest-value segments – Carbonates, Energy, Water, Juice and Sport – contribute to more than 85%12 of soft drink sales
2. EXT IRI, Symbols & Independents, latest 52 week data to 28.10.2018
3. EXT IRI, Symbols & Independents, latest 52 week data to 28.10.2018
4. Kantar Worldpanel 52wks w/e 15.07.2018
5. HIM 2018
6. HIM 2018
8. EXT IRI, Symbols & Independents, latest 52 week data to 28.10.2018
9. IRI data 52 weeks symbols & indies to 28.10.2018
10. IRI data 52 weeks symbols & indies to 28.10.2018
11. EXT IRI, Symbols & Independents, latest 52 week data to 24.02.2019
12. EXT IRI, Symbols & Independents, latest 52 week data to 24.02.2019