The category is growing at +7.8%, adding an additional + £128m from last year. Ensure you are continually listing the Top SKUs in the market to follow the market growth rates.
Functional Energy accounts for the majority of value (76%) and has contributed the most to total Sports & Energy growth, adding an incremental £79.5m to the category. However Sports Energy is growing faster year-on-year at +26% vs. 19.1% of Functional. Weight the SKU count in favour of the segments that are driving the higher value.
Ensure your range reflects this share.
RTD Tea’s growing off of a very small base, only adding an incremental +£2.3m, whereas Sports Drinks and Water seeing larger absolute growth with an additional £14m each. Functional Energy seeing the largest Absolute growth with +£76.7m. By listing products across all segments will cater to the larger amount of shoppers.
Make sure extra space is allocated to Soft Drinks in the summer period.
(IRI Data Total Market Soft Drinks 2017, 2018, 2019 & Planalytics & Metoffice)
Growth in the low sugar alternatives will likely accelerate with the introduction of the HFSS legislation coming into action later in the year so ensure you have the right range before this change happens.
Secondary locations are key. Gondola ends, Till Displays and Free Standing Display Units are the most effective way of encouraging impulse purchases.
Source: Lumina Intelligence CTP 2020
Category buyers spend more in store than the average shopper, buys more items, and visits more frequently. Whilst spending an average of £1.62 on Soft Drinks, they will also spend £4.94 on other categories during their visit.
Source Lumina Intelligence CTP 2020
Offering a meal deal for each meal (breakfast, lunch and dinner) and by locating all the products next to each other can increase shopper spend.
Source: Lumina Intelligence CTP 2020
NPD has accounted for 25% of Total Single Serve Soft Drinks category growth in the last year.
Source: Nielsen ScanTrack, Total Symbols & Independents w.e. 29.01.22
If the product is out of stock, the shopper is x2.5 more likely to go to another store for their whole shop.
Source: HIM! CTOP 2019 / Lumina Intelligence CTP 2020
68% of consumers say that are concerned about the sugar content in soft drinks. As the HFSS legislation will stop the placement of regular soft drinks in areas of the store that drive impulse purchase, ensure sugar-free alternatives are available as a replacement.
Information correct at time of print.
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.
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Click shelf to hide/show shelf product list
Pepsi £1.99 1.5ltr Pepsi Max £1.99 2ltr Pepsi Max Cherry £1.99 2ltr Schweppes Tonic Water 1ltr
Schweppes Slimline Tonic Water 1ltr Best-one Orange Juice £1 1ltr Best-one Apple Juice £1 1ltr
Best-one Tropical Juice £1 1ltr Ocean Spray Cranberry £1.49 1ltr Rubicon Mango £1.19 1ltr
Diet Coke £1.75 1.75ltr Coke Zero £1.75 1.75ltr Dr Pepper £1.89 2ltr
Fanta Orange £1.89 2ltr Fanta Fruit Twist £1.89 2ltr Lucozade Orange £1.50 900ml
Lucozade Original £1.50 900ml Robinsons Original Squash Nas £1.49 900ml Robinsons Apple & Blackcurrant Nas £1.49 900ml
Coca Cola £2.29 1.75ltr Cherry Coke £2.29 1.75ltr Irn Bru £1.49 2ltr
Click shelf to hide/show shelf product list
Barrs Cola £1.19 2 For £2 2ltr Pepsi £1.99 1.5ltr Pepsi Max £1.99 2ltr Fanta Orange £1.89 2ltr
Schweppes Tonic Water 1ltr Schweppes Slimline Tonic Water 1ltr Best-one Orange Juice £1 1ltr
Best-one Apple Juice £1 1ltr Ocean Spray Cranberry £1.49 1ltr Rubicon Mango £1.19 1ltr
Diet Coke £1.75 1.75ltr Coke Zero £1.75 1.75ltr Dr Pepper £1.89 2ltr
Irn Bru Original 1ltr Irn Bru £1.49 2ltr Lucozade Orange £1.50 900ml
Lucozade Original £1.50 900ml Robinsons Original Squash Nas £1.49 900ml Robinsons Apple & Blackcurrant Nas £1.49 900ml
Coca Cola £2.29 1.75ltr Cherry Coke £2.29 1.75ltr Irn Bru Sugar Free £1.49 2ltr
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