2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 23
CONVENIENCE CATEGORY OVERVIEW
CONVENIENCE DEEP DIVE
CONVENIENCE DATA TABLES
Soft drinks: the most bought
on-the-go item in c-stores11
2021
2022
soft drinks featured
in 44% of on-the-go
occasions
soft drinks featured
in 48% of on-the-go
occasions
On a mission
With people’s lives changing in the post-pandemic era,
so too are their reasons for picking up soft drinks in
c-stores. Food-to-go missions have seen the greatest
growth across the convenience channel, with 14.9%
of all store visits being for this reason in 2022, up from
13% in 2021. Soft drinks shoppers are twice as likely to
be shopping for food to go, with 31.9% in stores for this
reason, up from 28% in 2021.12
It’s also worth noting that 50% of impulse shoppers do
not know which brand or flavour they will choose when
they enter a store.13 Retailers should consider linking up
key categories like carbonates and juice drinks with food
to create compelling snack or meal deals with products
such as Pepsi MAX®, Tango or Robinsons Ready to Drink.
This presents retailers and suppliers with a key
opportunity to attract trade by offering a compelling
range of soft drinks that meets consumer needs and
occasions. Therefore, operators should ensure soft drinks
have optimal space in chiller and off shelf because this
will likely encourage impulse sales.
TOTAL CONVENIENCE - TOP MISSIONS11
6.8%
7.3%
6.7%
7.9%
Meal for tonight
8.5%
10.2%
Daytime meal occasion
10.9%
13.0%
SOFT DRINKS - TOP MISSIONS11
5.1%
9.1%
5.0%
9.6%
9.9%
12.5%
7.9%
11.1%
Treat
14.9%
Top up (distress)
7.7%
28.0%
31.9%
Food to go
18.8%
19.4%
Newsagent
25.7%
20.5%
52we 09/01/2022
52we 08/01/2023
Top up (planned)
8.0%
7.2%
25.0%
19.0%
52we 09/01/2022
52we 08/01/2023
12 Lumina Intelligence, July 2022
13 Shoppercentric Britvic Bespoke Immediate Consumption Research December 2021
CONVENIENCE CATEGORY OVERVIEW
23