2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 28
WELCOME
SUSTAINABILITY
CATEGORY OVERVIEW
Rock on with Rockstar
Rockstar set out a new creative direction when
PepsiCo signed the energy drink brand to its
global portfolio back in March 2020. PepsiCo
went on to unveil an “emboldened new look
and attitude” for Rockstar, with modernised,
metallic livery of black and gold for the brand’s
packaging and marketing aimed at celebrating
“hardworking, passionate hustlers who want to
get things done”.
Rockstar has certainly been getting things
done in the UK. In 2022, its bestselling lines
were reformulated to make them compliant
with the new HFSS regulations, £1.29 pricemarked packs were rolled into convenience,
900k free samples were handed out during
freshers’ week and a new partnership with
Xbox cemented the brand’s following amongst
gamers. Rockstar Refresh also entered the
scene, with Strawberry & Lime and Watermelon
& Kiwi flavours launched in February 2023.
The brand’s sales have reached over £16m in
the past year.27 Rock on!
The growth in bottled water and energy drinks reflects
changes in consumer need states as Brits went back on
the move and basked in the hot sun during 2022. Clearly,
bottled water is primarily consumed to provide hydration,
while energy drinks are consumed to provide energy (the
clue is in the name). Growth in sales through forecourts
and travel outlets and the rise in food-to-go, which
tend to overtrade in bottled water and energy drinks,
accelerated growth for these types of drinks.
Cola, fruit carbonates and juice drinks, meanwhile, tend
to be consumed for refreshment. All showed double digit
growth in the convenience channel in 2022, but lost share
of the category as shoppers’ hydration and energy needs
bounced back. Cola contributed £70.6m to category
growth as sales grew by 11.6%; fruit carbonates
delivered £32m with sales up 11.7% and juice drinks
grew by £21.7m (13.8%).27
27 IRI, Convenience, Britvic Defined Soft Drinks Value, 52wks To 01/01/2023 vs. YA
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CONVENIENCE CATEGORY OVERVIEW
KEY TO DRIVING FUTURE GROWTH
IS OFFERING DRINKS THAT SATISFY
A RANGE OF DIFFERENT NEED
STATES IN A VARIETY OF FORMATS
TO SUIT DIFFERENT CONSUMPTION
OCCASIONS.