Britvic-SDR-Convenience-v14 FV - Flipbook - Page 31
Convenience overview
Convenience deep dive
Convenience data tables
Top 昀椀ve launches13
£5,550,104
£4,448,676
£4,201,836
£2,222,981
£1,817,818
Fanta Grapefruit
& Pineapple
Red Bull Stimulants
Mixed Fruit
Tango Sugar Free
Paradise Punch
Sports drinks went to the top of the podium for percentage
growth in 2023.14 Value sales grew by 64.6% on units up
21.2%, bringing sports drinks into convenience retail’s top
昀椀ve selling drinks sectors.14 Stimulants also outperformed
the wider market, with value sales growing by 23.7% year on
year and adding the most value (£181.5m) to convenience.14
Units grew by 12.2%.15 Of course, growth in sports drinks and
stimulants is partly driven by the success of Prime.
New additions to the Rockstar Energy® range, Rockstar
Energy® Refresh Strawberry & Lime and Watermelon & Kiwi
have racked up £1.9m14 since launch in 2022. These drinks,
along with the Purdey’s Natural Energy range, are satisfying
growing demand for drinks that do more than quench thirst.
Increasingly, people are looking for drinks that energise,
satisfy speci昀椀c health needs and pique interest with exotic
and unusual 昀氀avour pro昀椀les.
Promotions play an important role in driving trial purchases
Lucozade Zero
Sports Berry
Boost Sport
Mango/Raspberry
of new products. Particularly among shoppers aged
between 18 and 24 years old, 71% of whom buy soft
drinks on impulse and 57% of whom buy when drinks are
on promotion.15 These shoppers are also more likely to
be impacted by instore displays and merchandising that
promotes soft drinks alongside other categories, such as
chilled food, confectionery and snacks.15 That’s why we’re
working with retail partners to perfect our promotions and
drive more growth. One example of this is the recently
announced partnership that Rockstar Energy® will run
across select Live Nation festivals in the UK and will see
the brand featured as headline partner of six major festivals
beloved by Gen-Z in the UK, including Parklife, Wireless,
TRNSMT, Reading and Leeds and Cream昀椀elds.
To 昀椀nd out how we’re fuelling growth in one of
convenience retail’s most promising sub-categories, and
what retailers from all parts of the market can learn from
this sector, read on…
Why blue is the new black in cola
Sometimes categories need shaking up. That’s exactly
what Pepsi and Britvic aim to do to cola this summer with
the launch of the UK’s 昀椀rst blue cola, Pepsi Electric.
This innovative new cola delivers zesty, refreshing, citrussy 昀氀avour notes
and, when positioned in prominent spots in chillers, will be eye catching
and create a buzz in stores. Pepsi Electric won 97% approval ratings in
consumer testing16 and is due for launch in 500ml PET bottles in May.
How’s that for a bolt from the blue?
15 Lumina Intelligence Convenience & Wholesale Market Report, July 2023
16 Ada Zappi Early Concept Test – Q2 2023
CONvENIENCE CaTEgORy OvERvIEW
31
