2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 40
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Convenience retail, as a cheaper alternative to
restaurants and fast food, stands to benefit from this. But
how much of an uplift this drives depends on retailers
and their suppliers encouraging shoppers to pair food
with soft drinks. Identifying shopper missions and offering
compelling deals will play an important role in this.
At Britvic, we’ve devised concepts such as Hunger
Busters – paired two-for-£2 promos on products such as
bottles of Tango and cans of Pepsi MAX® with Walkers
Crisps and Doritos – to help retailers capitalise on
afternoon snacking.
Simple steps like ensuring communication is clear and
simple (utilising digital signage is effective at achieving
this) and reminding customers as they checkout, can also
CATEGORY OVERVIEW
pay dividends. So too can using free-standing display
units and other secondary displays – after all, food-togo sales over-index on products picked from in-store
displays by 14%.35
We calculate that the size of the total prize available by
selling more soft drinks with food is £140m a year by
2025.36 For the convenience channel, that equates to an
£80m opportunity.36 For the nearly 48,000 convenience
stores operating in the UK today, that represents an
opportunity to increase sales of soft drinks with food by
£1,672 per store, per year.36
That’s what we call winning with food!
7UP ups the ante
with Uber Eats
27% of drinks bought
through food deliveries are
flavoured fizzy drinks.37 7UP
is on a mission to increase
that number. During summer
2022, the brand teamed up
with food delivery app, Uber
Eats in an exciting on-pack
promotion.
From May to September,
consumers had the
chance to win Uber
Eats vouchers, 50% off
Uber Eats grocery shops
and 500ml and twolitre bottles of 7UP by
scanning QR codes on
promotional packs.
35 Mintel, Carbonated Soft Drinks 2022
36 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
37 Lumina, Occasions by HOW, delivery company used and WHAT, Cola/lemonade/mixer brand, 12w/e data to 27/02/2022
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