2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 42
WELCOME
SUSTAINABILITY
CATEGORY OVERVIEW
How to simplify the
shopping process
Simplifying the shopping process could deliver a further
£96m, or £2,006 per store, in annual soft drinks sales
by 2025.43 That means paying close attention to the
fundamentals of retail. Out of stock products cost the
category £80m a year in lost immediate consumption
sales44 with 44% of shoppers saying they’ll go
elsewhere if they can’t find the drinks they want.45
Fixture layout is key to driving sales. Our research
shows that by ensuring fixtures have clear blocking
and are optimised to improve the shopper journey,
can increase volumes sales by as much as 12.5%.46
A minimum of two facings helps to ensure availability;
allocating space depending on a category’s size and
growth potential ensures optimal fixture performance.
It’s also important to prioritise chiller space for drinks
that shoppers want to consume cold. What’s more, if a
retailer has limited chiller space in store, it would make
sense to move lower value products, like plain water, to
ambient shelves and prioritise higher margin drinks.
Secondary chillers
drive store success
Trials by Britvic revealed that adding an
additional chiller into stores can drive
significantly higher sales of soft drinks designed
for immediate consumption. These stores
outperform the market average by as much as
10% points!47
43 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
44 Britvic Internal Data Analysis 2023
45 IGD Shopper Vista Food-to-go, How are shoppers adapting? January 2021
46 Britvic Kantar Planogram Effectiveness Research April 2022 sample: 1,350
47 Shoppercentric Britvic Bespoke Immediate Consumption Research December 2021
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