Convenience overviewConvenience deep diveThere are encouraging signs that products likethese, combined with retailers’ efforts to make softdrinks more visible in store, are striking a chord. Softdrinks were the most bought items in food-to-govisits, featuring in 48.6% of baskets and growing inimportance across breakfast and lunch.8 Food-to-goand “treats”, saw the greatest growth in share of softdrinks occasions in 2023, growing respectively by 0.6%pts to 31.5% and 0.7% pts to 12.4% last year.11 The useof meal deals and link deals with snacks is a key driverof this.Positioning interesting, refreshing, chilled drinks atprominent spots in store is helping to drive impulsesales and satisfy demand for treats on-the-go. However,Convenience data tablesit’s also evident that more could be done to encouragesales of drinks in deferred formats; see the flat unitsales below and the fact that sales to shoppers on topup and meal occasion missions fell respectively by1% pts to 27.3% and 0.4% pts to 14.6%.11 To addressthis Britvic is partnering with retailers to offer excitingevening meal deals featuring our leading brands. Forexample, the Co-op has been offering its members4x330ml cans of Pepsi MAX® with two pizzas and aside for £10 (£12 for non-members). Initiatives likethis helped to make Pepsi MAX® the fastest growingsugar-free cola in convenience in 2023.12 Similarly, pricemarked packs and work by the Britvic field team tobring fixtures to life in stores are helping to encourageshoppers to consider Robinsons.Soft drinks, share of mission8Food-to-go and Treat became more important missions for Soft Drinkshoppers at the expense of Top Up and Meal Occasions.20222023Change30.9%31.5%Food-to-go28.3%27.3%Top-up15.1%14.6%Meal occasions0.7%7.0%7.2%Newsagent0.2%2.9%2.6%Services-1.0%-0.4%11.7%12.4%Treat0.6%-0.2%Entertainment1.4%1.5%0.1%Fuel1.2%1.4%0.2%Other0.8%0.8%Soft Drinksis theGifting0.7%0.5%No1 categoryCar wash0.2%0.1%bought on afood-to-gomission80.0%-0.2%-0.1%12 Circana, Convenience, Britvic De昀椀ned Soft Drinks, MAT to 01/01/2023 vs. Yr AgoCONvENIENCE CaTEgORy OvERvIEW29
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