Category advice

Soft Drinks icon
Soft Drinks

Market Insight

Soft drinks shoppers are also purchasing crisps and snacks (22%) and confectionery (18%).

Locating these products next to each other in store can increase shopper spend

Upselling soft drinks at meal times throughout the day can increase sales in store

(Source: IRI Symbols & Indies Data 52wks to 19/11/17 & HIM CTP 2017)

Health is a priority for shoppers as they switch from full sugar soft drinks in favour of 'no added sugar'.

Ensure your range reflects the changing consumer behaviours. Check our must stocks to see a range of 'no added sugar' products

The average basket size of a Take Home soft drink shopper is worth £3 more than the average c-store shopper.

Take advantage by offering a wide range of Take Home soft drinks

(Source: HIM CTP 2017)

54% of Lunch to Go shoppers don't buy a soft drink.

Getting range and availability of soft drinks right is key to encourage purchase

(Source: HIM CTP 2017)

Every degree above 18°c during Summer provides a 3.5% increase in water sales, so ensure you have sufficient stock over this season

When does it start?

6th April 2018

Sugar Levy

Know the facts

Soft Drinks Industry Levy (SDIL)

What is the 'Sugar Tax' or Soft Drinks Industry Levy?

The Soft Drinks Industry Levy (SDIL) is a new government levy intended to encourage producers and importers of soft drinks to provide healthier choices for consumers.

How could this impact the soft drinks category?

For those brands above the levy (+5g/100ml in ready-to-drink or diluted squash form) this could lead to NPD, re-formulation, pricing and/or pack size changes.

It's purpose is to encourage shoppers to change behaviour through a broader range of low sugar choices & RSP differentials.

How will it impact retailers?

Low Rate

18p Per Litre

Drinks containing 5-8g sugar per 100ml taxed 18p per Litre

High Rate

24p Per Litre

Drinks containing 8g+ sugar per 100ml taxed 24p per Litre

The levy will not be applied to Dairy or Pure Juice drinks

Levy impact by serve

The RSP is at your discretion. The price tags below demonstrate the impact of the Levy on selected soft drinks if you choose to maintain your cash margin and pass on the Levy in full with VAT applied.

Price Tags

What can retailers do?

Pass on the levy

It is our recommendation that where the levy is applied to a product, it should be passed on to the price the shopper pays. However this is at your discretion.

Review your range

Increase your offer and facings of low/no sugar products.

Offer choice

Shoppers will still demand added sugar soft drinks as a treat within their balanced diet and lifestyle, so continue to stock added sugar products but ensure your space and facings do reflect the potential shift in shopper demand.

Soft drinks products

Soft Drinks

Must Stock Lines

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:

Must stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Must stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock linesMust stock lines
Soft Drinks


If you have a 2.5m display, we suggest you stock the following range:

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2.5mx5 soft-drinks planogram Shelf 5
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