CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 51
Convenience overview
Convenience deep dive
Convenience data tables
MAKE A
MEAL OF IT16
SOFT DRINKS INCIDENCE %
70.0%
39.4%
26.5%
23.4%
Total
31.3%
32.8%
26.3%
16.2%
16.5%
Drink to go
On the go
breakfast
Breakfast
meal
On the go
lunch
Lunchtime
meal
Snack
Treat
Meal for
tonight
Soft drinks overtrade in lunch and snack however there is headroom
for growth at breakfast, treat and dinner time occasions.
Similar approaches pay off at breakfast time too.
Currently, 26.5%16 of on-the-go breakfasts and 16.5%16 of
breakfasts eaten at home feature soft drinks. By pairing
products such as Jimmy’s Iced Coffee in promotions on
pastries and other breakfast items, or Plenish Health Shots
with hot coffee, retailers can encourage people grabbing
brekkie on the go to spend more. Positioning larger juice
and smoothie formats alongside items like bacon and eggs
can also increase the basket sizes of those looking to enjoy
more leisurely breakfasts at home.
Of course, meal deals are also crucial when it comes
to lunch – 39.4% of lunches that are eaten on the go
feature soft drinks while 31.3% of those that are eaten
at home feature soft drinks.16 But it’s not just the deal
mechanic that matters; so too do the kinds of drinks that
are featured. With demand for healthier, natural and, at
times, more indulgent drinks growing, it’s important your
meal deal drinks range reflects changing tastes.
PERFECT PAIRINGS
WITH PEPSI
Pizza tastes better with a cool Pepsi
MAX® on the side. That’s the premise
of The Co-op’s ongoing Members deal,
offering two pizzas, one side and a fourpack of 330ml cans of Pepsi MAX® (or
four 330ml bottles of Peroni). With fewer
people drinking alcohol,17 linking food
items with soft drinks is becoming an
increasingly important promotional tactic
for maintaining shopper spending levels.
Retailers can make meals matter by offering breakfast,
lunch and dinner solutions and including soft drinks deals
on hot and cold food meal deals. They should also use
different formats and price tiers to create ‘good, better,
best’ tiers and include a wider range of drink types to meet
a wider variety of consumer needs.
17 Kantar Alcovision (% drinkers) 12 w/e 21.01.24
CONVENIENCE DEEP DIVE
51
