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Category advice

Market Insight

Category advice2021

Within Independents & Symbols stores the Soft Drinks category is worth £1,650m, growing at +5.64% and added an additional +£88m to the category last year.

(Nielsen Independents & Symbols, MAT w.e. 20.02.21)

Energy & Colas account for half of all Soft Drink sales and are in +9.09% and +13.92% growth respectively.

Energy growth is driven by Stimulation Energy (Take Home +26.09%, Drink Now +13.06%) whilst Cola growth is driven by Take Home larger sharing packs.

(Nielsen Independents & Symbols, MAT w.e. 20.02.21)

Take Home (Ambient) Soft Drinks have increased in importance during 2020 and now account for 36.6% of all Soft Drink sales.

Ensure your range reflects this trend.

(Nielsen Independents & Symbols, MAT w.e. 26.12.20)

The fastest growing sectors are Mixers (+45.5%) and Ready To Drink Coffee (+43.7%).

Whilst still small in value terms these sectors contribute a higher than average price per litre. Mixers in growth as people increase their alcohol consumption at home, whilst RTD Coffee is seen as a treat by shoppers.

(Nielsen Independents & Symbols, MAT w.e. 26.12.20)

For every degree celsius increase in temperature between 18-24 degrees, we see 4x growth in Soft Drink sales.

Make sure extra space is allocated to Soft Drinks in the summer period!

(IRI Data Total Market Soft Drinks 2017, 2018, 2019 & Planalytics & Metoffice)

Store location matters: Soft Drinks are in growth across all of the UK with the exception of London and Scotland driven by fewer shoppers in urban areas as company offices remain closed.

Ensure you tailor your range to suit your customers.

(Nielsen Independents & Symbols, MAT w.e. 26.12.20)

Secondary locations are key. Gondola ends, Till Displays and Free Standing Display Units are the most effective way of encouraging impulse purchases.

(Lumina Intelligence CTP 2020)

Over 1 in 3 Soft Drink purchases are made away from the main product fridge or aisle.

Ensure that you have the relevant Soft Drinks for your shoppers and that they are always available.

The Soft Drinks Shopper is valuable. The Soft Drinks shopper spends more in store than the average shopper, buys more items and visits more frequently. Whilst spending on average £1.62 on Soft Drinks they will also spend £4.94 on other categories.

(Lumina Intelligence CTP 2020)

Soft Drinks are the second most desired item in a lunch meal deal after sandwiches.

Offering a meal deal by day part (breakfast, lunch and evening meal) and locating all products next to each other in store can increase shopper spend.

(Lumina Intelligence CTP 2020)

With the Euros and Olympics due in 2021, together with increased lockdown activities, the Big Night In mission will be important this year.

(Lumina Intelligence CTP 2020)

16 – 24 year olds are 9% more likely to purchase if multiple items are located together.

The 10 largest Drink Now NPD skus added £7.4m in 2020 despite significantly less NPD activity. Drive incremental sales in your store by stocking NPD.

(Nielsen Independents & Symbols, MAT w.e. 26.12.20)

NPD is important for sales growth and attracting new shoppers.

Availability and choice are key – 20% of shoppers stated these are the drivers of convenience store choice.

If their chosen drink is not available 1 in 5 shoppers will go without or shop elsewhere. If the product is out of stock more than 2.5 times the shopper will go elsewhere for their whole shop.

(HIM! CTP 2019 / Lumina Intelligence CTP 2020)

Information correct at time of print.

Must Stock Lines

Category advice2021

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: