2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 37
CONVENIENCE CATEGORY OVERVIEW
CONVENIENCE DEEP DIVE
CONVENIENCE DATA TABLES
Finding fearlessness
with Tango
Generation Z is going through a crisis
of confidence. One in four young adults
believe their lives will amount to nothing
and a third expect to fail in life, research
by The Prince’s Trust – the largest UK
charity supporting young people in
education and employment – has found.23
There is hope, however; one in three says
more self-belief would help them achieve
their goals.23 That’s why Tango announced
a three-year partnership with The Prince’s
Trust in September 2022, with a promise
to donate £100,000 in the first year alone,
to help young people overcome selfdoubt and find their fearlessness.
To mark the partnership, limited-edition cans
of Tango Orange, Tango Apple and Tango
Dark Berry Sugar Free with a bold new
look highlighted the work of The Prince’s
Trust. On-pack QR codes sent consumers
to the Trust’s website, where they can find
inspiration, help and support.
Generation Z buys more soft drinks in formats
designed for immediate consumption occasions
than any other age group; penetration has risen 4%
points since 2020 to hit 68.5%.24 There’s clearly more
headroom for growth. Convincing more Gen-Zers to
buy single serve formats will deliver an extra £200m
in retail sales value to the overall market and £72m to
convenience retailers by 2025.25
Gen-Zers rate new flavours as the top influence on
purchase decisions,26 so Britvic is using a growing
range of limited-edition and permanent brand
extensions to drive excitement. These include HFSScompliant Tango Paradise Punch Sugar Free Limited
Edition, successor to last year’s hugely successful
Berry Peachy, Pepsi MAX® Lime and Rockstar Energy
Strawberry & Lime and Watermelon & Kiwi.
23 The Prince’s Trust NatWest Youth Index, 23/02/2022
24 Kantar, OOH Panel, Penetration by life stage, 52 w/e 27/11/2022
25 Britvic IC Category Vision January 2023. Impulse size of prize based on NielsenIQ RMS, MAT 2022 Impulse share of soft drinks (40%) multiplied by market opportunity.
Impulse size of prize per store calculated by dividing by Lumina 2022 estimated number of impulse outlets 47,861
26 Shoppercentric Britvic Bespoke Immediate Consumption Research, December 2021
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