CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 49
Convenience overview
Convenience deep dive
Convenience data tables
WHY ENERGY
DRINKS MATTER
Energy drinks shoppers are particularly valuable for
convenience retailers. Not only do they shop more
frequently and buy more items in store than soft
drinks shoppers, but they also spend significantly more
SOFT DRINK
SHOPPER11
(£11.86 per trip versus £8.99).13 Also significant is the
fact that only 4.1% of convenience shoppers currently
buy energy drinks.12 This suggests there’s plenty more
growth to be had by stocking a wider range of drinks.
15.3%
Average penetration current 52we
4.1%
0.0pp
Penetration growth 52we vs LY
+0.2pp
£8.99
Spend 52we
£11.86
-2.8%
Spend growth 52we
+7.0%
3.30
Basket size 52we
3.48
-6.1%
Basket size growth 52we vs LY
-4.4%
2.39
Frequency
2.93
+1.3%
Frequency growth 52we vs LY
+0.3%
ENERGY DRINK
SHOPPER12
The fact that only 4.1%12 of convenience shoppers
currently buy energy drinks (versus the 15.3%11 who
buy soft drinks in general) is a strong indication that
there are opportunities for brands outside traditional
energy drinks to capitalise on demand for drinks
that fuel. That’s why Purdey’s Natural Energy,
Jimmy’s Iced Coffee and Plenish are increasingly
appealing to people for who traditional energy
drinks carry less appeal.
Research reveals just how open shoppers are
to broadening their repertoires. Not only are
natural energy drinks the fastest growing part
of the energy drinks market,13 but people who
regularly buy into the category say they’d
like to see a greater range of drinks that can
fuel them throughout the day – 68%14 say
they’d like to see their favourite brand offer
a Ready-to-Drink chilled coffee; and 53%14
would find energy shots appealing as a
morning boost.
12 Lumina Intelligence Convenience Tracking Programme, Energy Drink Shopper, MAT 05.01.25 vs YA
13 Lumina Intelligence Convenience Tracking Programme, Soft Drinks Shopper vs Energy Drink Shopper, MAT 05.01.25 vs YA
14 Mintel, Sports & Energy Drinks, UK Report, 2024
CONVENIENCE DEEP DIVE
49
