CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 52
Welcome
Sustainability
STEP THREE
TAKE OVER
TREAT TIMES
Category overview
Let’s face it, we all need a treat every now and
then. Increasingly, when the need for a treat
strikes, people head to convenience stores – 11.9%
of convenience shopper missions were for treats
in 2024,18 up from 11.6% in 2023.18 Soft drinks play
a crucial role in satisfying shoppers’ cravings, with
26.4% of treat missions resulting in in the sale of
soft drinks.18 That makes soft drinks the second
most bought treat items after confectionery.
TIME FOR A TREAT
TOP 5 CATEGORIES IN THE
CONVENIENCE TREAT MISSION %
26.7%
26.3%
24.4%
20.3%
14.3%
Confectionary
Soft drinks
Crisps &
snacks
Alcohol
Chilled foods
However, it’s important to consider what constitutes a treat in shoppers’
minds and how that’s changing. Here at Carlsberg Britvic, we believe in the
power of new, exciting and novel drinks experiences in driving incremental
sales. Research backs this up: in 2024, 53%19 of consumers aged 18 to 44
said they typically choose traditional flavours when buying soft drinks,
down from 63%19 in 2022; 31%19 said they go for unusual flavours (up from
26%)19 and 16%19 prefer “trendy” flavours (up from 12%).19
This demonstrates that while stocking the classics – such as Pepsi MAX®,
7UP and Tango Orange – is vital, so too is introducing new limited-edition
flavours to pique shoppers’ interest. We’ve unlocked significant growth in
recent years with our limited editions: last year’s launch of zesty lemon blue
cola, Pepsi Electric achieved sales of £2.8m,20 while Tango Mango has racked
up £3.6m and Pepsi Strawberries ‘N’ Cream and Cream Soda colas have
achieved sales of £2.3m since launch in February.21
18 Lumina Intelligence Convenience Tracking Programme, Total Soft Drinks, MAT 05.01.25 vs. YA
19 GlobalData Flavours and Functions report Sept 2024
20 Nielsen IQ, Total Convenience, Total Soft Drinks Britvic Defined, Value sales, 52WE 04.01.25
21 NIQ RMS, Total Convenience, Total Pepsi Treats, value sales, 12 weeks from launch, 12WE 19.04.2025
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CONVENIENCE DEEP DIVE
