2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 41
CONVENIENCE CATEGORY OVERVIEW
CONVENIENCE DEEP DIVE
CONVENIENCE DATA TABLES
How to maximise health and wellness
Health, quite literally, is wealth. 92% of people say they
are conscious of the need to eat healthily, with 63%
saying they try to eat healthily some or all of the time.38
More than half (58%) say they want to see healthier
soft drinks in retailers’ ranges and 65% of people who
drink carbonated soft drinks say added health benefits
would make them buy more often.35 Healthier drinks also
command higher prices.39
But health and wellness mean different things to different
people. These concepts can mean the absence of sugar,
fat or animal-based ingredients in a product. The success
of Pepsi MAX®, Britain’s bestselling sugar-free cola,40
7UP Zero Sugar and the Tango Sugar Free range attests
to consumer demand for such products.
But, increasingly, consumers are looking for the
presence of specific ingredients and functional
attributes, such as vitamins, minerals, fibre, probiotics
and prebiotics. 62% of people say they would like
their favourite soft drinks brands to offer added health
benefits and 73% would like to see variants with all
natural ingredients.35
Health needs also depend on time of day. Purdey’s
Natural Energy’s range, for example, are perfectly poised as
pick-me-ups for pre and post-work gym goers while Plenish
health shots cater for a variety of needs. Alternatively, Aqua
Libra can serve as a naturally refreshing, sugar-free livener
with a healthy snack in the afternoon.
Pairing healthy drinks and snacks with promotions and
rotating offers at different times of the day, balancing
ranges between indulgent and health-orientated drinks
and providing education at fixture are all tactics that
could pay off. For example, our Work Out Ready concept
pairs Purdey’s Natural Energy with products such as Kind
Protein Bars and Quaker Oats-So-Simple Pouches.41
Taking steps like this will help convenience retailers
yield an annual sales boost worth £52m by 202536, we
calculate. That equates to an extra £1,086 going through
the tills of each of Britain’s c-stores every year.36 See
what we mean about health being wealth in soft drinks?
Finding a home
for health in store
Grouping wellness products together in store boosts sales by an average
of 10%.42 Well signposted fixtures like this can help retailers maximise the
opportunities of the health and wellness movement.
38 Mintel, Attitudes towards healthy eating UK 2023
39 Kantar OOH Panel, Single serve soft drinks categories penetration and price per litre 52 w/e 27/11/2022
40 IRI, Convenience Soft Drinks, Value, 52wks To 01/01/2023 vs. YA
41 Britvic Soft Drinks with Food Concept Ideas - 2022
42 Britvic Kantar Planogram Effectiveness Research April 2022 sample: 1,350
CONVENIENCE DEEP DIVE
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