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Category advice

Market Insight

Category advice2020

Total Hot Beverages is worth £320m in Convenience, and is growing at 7.8% year on year twice as fast as the total market!

Additional £23m spent on the category this year. Growth through more shoppers spending more at higher prices year on year, as shoppers trade up.

(IRI & Kantar, 52 w/e 18th July 2020)

RTD Cold Coffee Total Market has grown +20% in the last year and is worth £132m.

Convenience is growing +9%.

(IRI Total Market 52 w/e 08.08.20)

Over 5 million households buy Pods.

(IRI Total Market 52 w/e 08.08.20)

Tea sector is worth £97m in Convenience and grows by +3.6% year on year forming 30% of the category.

(IRI & Kantar, 52 w/e 18th July 2020)

Growth delivered through more shoppers and shoppers trading up into premium sectors and brands.

(Kantar, 52 w/e 12th July 2020)

The growth in the total tea category is coming from Black Decaf Tea (5.4% YOY), Fruit & Herbal (3.5% YOY), and Speciality (0.8% YOY).

(IRI Total Market 52 w/e 08.08.20)

Super Premium Instant Coffee is now 58% the size of Regular Instant Coffee in Convenience.

(IRI Total Convenience 52 w/e 08.08.20)

Stock the best sellers

Having the right range of brands is vital to avoid losing sales. We know that over a fifth of consumers (21%) would fail to buy if their preferred brand was unavailable.

(HIM April 2018)

Hot beverage products

Improve range of products and price & promo

Breadth of range as well as price and promo are also key factors to satisfying the Hot Beverages shopper.

Range premium SKU's

Non-everyday black tea SKU's are delivering value sales growth.

(IRI Total Market 52 w/e 08.08.20)

Make hot beverages easy to find in store

A prominent position next to associated products like sugar and biscuits is ideal, and will encourage cross shopping.

Introduce more products in fast‑growing segments, premium coffees, beans and machine pods.

Must Stock Lines

Category advice2020

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range: