Britvic-SDR-Convenience-v14 FV - Flipbook - Page 37
Convenience deep dive
Convenience overview
Demand for products perceived as being natural or less
processed is on the rise too. More than a third (34%) of
people who do not consume energy drinks say there should
be more natural alternatives available.13 We see signi昀椀cant
potential in homebound post-work journeys and evening
consumption for natural, lighter energy drinks.
Convenience data tables
Purdey’s Natural Energy Drinks, a range of sparkling fruit
juice blends infused with botanicals and B Vitamins,
are ideally placed for occasions such as this. Clearly
signposting the range and running promotions to drive trial
will help retailers realise energy drinks’ full potential by
attracting more people into the category and encouraging
consumption on a wider variety of occasions.
motoring gen-Z
Forecourt operators need to up their efforts to
attract younger consumers. Share of spend in
forecourts of people aged between 20 and 34
has crashed from 18.1% in 202214 to just 11.4%
in the year ending January 2024,14 despite
share of shoppers belonging to this age group
being 24.3% in 202214 and 19.5% in 2024.14
Clearly, more needs to be done to encourage
Generation Z to spend in forecourts.
We’re doing this with activities such as the
2023 partnership with Rockstar Energy® and
global rap superstar, Stormzy, the multi-year
partnership Rockstar Energy® signed with
festival organiser Live Nation in April, the
launch of Tango Blast 昀氀avours and the ‘You
Probs Prefer Pepsi’ campaign. Forecourt
operators should aim to encourage younger
shoppers into their outlets via social media
activations showcasing their chilled drinks
ranges and offering deals.
52 w/e share of soft drink value & buyers by shoppers aged 20-34 in forecourts14
Share of spend
Share of buyers
24.3
22.3
19.5
18.1
15.0
11.4
52we 23 Jan 2022
52we 22 Jan 2023
52we 21 Jan 2024
13 Mintel Sports & Energy Drinks 2023
14 Kantar WPO Forecourt Shopper Spend and Buyer Shares - 52we 21.01.24
CONvENIENCE DEEP DIvE
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