Britvic-SDR-Convenience-v14 FV - Flipbook - Page 29
Convenience overview
Convenience deep dive
There are encouraging signs that products like
these, combined with retailers’ efforts to make soft
drinks more visible in store, are striking a chord. Soft
drinks were the most bought items in food-to-go
visits, featuring in 48.6% of baskets and growing in
importance across breakfast and lunch.8 Food-to-go
and “treats”, saw the greatest growth in share of soft
drinks occasions in 2023, growing respectively by 0.6%
pts to 31.5% and 0.7% pts to 12.4% last year.11 The use
of meal deals and link deals with snacks is a key driver
of this.
Positioning interesting, refreshing, chilled drinks at
prominent spots in store is helping to drive impulse
sales and satisfy demand for treats on-the-go. However,
Convenience data tables
it’s also evident that more could be done to encourage
sales of drinks in deferred formats; see the flat unit
sales below and the fact that sales to shoppers on top
up and meal occasion missions fell respectively by
1% pts to 27.3% and 0.4% pts to 14.6%.11 To address
this Britvic is partnering with retailers to offer exciting
evening meal deals featuring our leading brands. For
example, the Co-op has been offering its members
4x330ml cans of Pepsi MAX® with two pizzas and a
side for £10 (£12 for non-members). Initiatives like
this helped to make Pepsi MAX® the fastest growing
sugar-free cola in convenience in 2023.12 Similarly, price
marked packs and work by the Britvic field team to
bring fixtures to life in stores are helping to encourage
shoppers to consider Robinsons.
Soft drinks, share of mission8
Food-to-go and Treat became more important missions for Soft Drink
shoppers at the expense of Top Up and Meal Occasions.
2022
2023
Change
30.9%
31.5%
Food-to-go
28.3%
27.3%
Top-up
15.1%
14.6%
Meal occasions
0.7%
7.0%
7.2%
Newsagent
0.2%
2.9%
2.6%
Services
-1.0%
-0.4%
11.7%
12.4%
Treat
0.6%
-0.2%
Entertainment
1.4%
1.5%
0.1%
Fuel
1.2%
1.4%
0.2%
Other
0.8%
0.8%
Soft Drinks
is the
Gifting
0.7%
0.5%
No1 category
Car wash
0.2%
0.1%
bought on a
food-to-go
mission8
0.0%
-0.2%
-0.1%
12 Circana, Convenience, Britvic De昀椀ned Soft Drinks, MAT to 01/01/2023 vs. Yr Ago
CONvENIENCE CaTEgORy OvERvIEW
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