Britvic-SDR-Convenience-v14 FV - Flipbook - Page 39
Convenience overview
Convenience deep dive
Convenience data tables
Fuelling with food
Nearly half (44%) of forecourt food-to-go missions currently
include a soft drink purchase.19 By encouraging more
shoppers to pick up a drink when they’re grabbing a bite to
eat, even increasing soft drink purchases with food to one
in two food-to-go occasions, retailers can unlock signi昀椀cant
growth. But how?
Soft drink spend on snacking missions, which currently
accounts for 31% more spend than in on-the-go lunch
missions in UK forecourts19, is a key opportunity. Offering
permanent link deals with popular snacks and soft drinks
and ensuring both products are clearly sign-posted and
stocked together in high footfall locations (and perfectly
chilled in the case of soft drinks!) will pay big dividends.
Lunchtime is another key event, of course, accounting for
28% of total food-to go spend in forecourts.19 Nevertheless,
there’s still plenty of mileage for growth for operators,
with lunch only accounting for 23% of food-to-go soft
drinks sales.19 Our research shows that merchandising
lunch items and soft drinks together with crystal clear
communications on price and ranging in-store plays a
crucial role in driving success at lunchtime. In fact, ‘ease
of shop’ is 49% more important than ‘range’ at driving
shoppers into stores.20
The importance of clear communication, compelling
ranges and competitive pricing is growing. As the rising
cost of living continues to bite, younger people are buying
fewer soft drinks with food-to-go. People aged 18 to 34
account for 48% of food-to-go purchase occasions but
only 33% of total occasions, highlighting the importance of
maximising engagement with this group.19
Stocking the sorts of drinks that appeal to this group
– such as Rockstar Energy® for those looking for a pickme-up, Dash Water for a natural livener or Plenish Health
Shots for a breakfast accompaniment with a kick – plays
a key role. So too does pairing drinks with a wider range of
food types, because the sandwich no longer rules supreme
when it comes to food-to-go.
With food offerings diversifying, it also pays to think
closely about the kind of drinks you’re offering as
accompaniments to on-the-go snacks and meals.
Nothing beats the classic combo of Pepsi MAX® or 7UP
and a bag of crisps, of course, but there are plenty more
pairings that can drive up basket spend such as Jimmy’s
Iced Coffee with pastries for morning snacks, or Aqua
Libra with fresh fruit.
In fact, just one in 昀椀ve lunch missions feature both a soft
drinks and a sandwich.20 Pairing soft drinks with fresh fruit
and healthy snacks, ice creams, confectionery, paninis,
pizza slices and hot dogs is helping to drive growth for our
partners. And as forecourt dwell time continues to grow as
electric vehicle ownership increases, the range of hot food
and soft drinks pairing opportunities is growing too.
Time of day is another key consideration. It’s worth
noting that 71% of food-to-go missions in forecourts and
convenience stores take place between 9:00 and 14:00,19
so pairing healthy snacks such as fresh fruit, yoghurts or
cereal bars with products such as Plenish juice shots or Hip
Pop Gut Lovin’ Soda presents another lucrative opportunity
for retailers.
19 Lumina Intelligence Convenience Tracking Programme 52 w/e 04.02.24
20 Lumina Intelligence Convenience Tracking Programme 52 w/e 03.03.24
CONvENIENCE DEEP DIvE
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