CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 54
Welcome
Sustainability
Category overview
STEP FIVE
ADD VALUE
TO HYDRATION
A new generation is reshaping the soft drinks market: Generation Z. This
group comprises people born between 1997 and 2012,26 and their behaviour
when it comes to soft drinks differs considerably from older generations
because they drink considerably more tap water.27 In fact, nearly a third
(31%) of all Gen Z drinks occasions feature tap water, bottled water or
flavoured hydration drinks like ice tea compared to a UK average of 24%.27
Of course, this brings with it challenges for soft drinks producers and
retailers. But it also presents significant opportunities. Bear in mind that
plain water offers the lowest price per litre of any soft drink28 and 53% of
shoppers are prepared to buy such products at ambient temperature29, so
retailers should consider stocking just a few water SKUs in the limited inaisle chiller space they have and prioritise drinks that offer higher margins.
Drinks like Aqua Libra’s range of pure filtered still, sparkling and flavoured waters
(available in Cucumber, Mint & Lime, Blood Orange & Mango, Raspberry
& Blackcurrant and Watermelon & Strawberry flavours), Lipton Ice Tea and
Kombuchas provide further opportunities for retailers to encourage people looking
for hydration to trade up. While stocking Robinsons Minis at till points is an
effective way of driving sales to people who carry reusable water bottles.
A SPARKLING
OPPORTUNITY
Brits are developing a thirst for unsweetened, natural and
hydrating soft drinks. Look no further than the strong growth in
sales of Aqua Libra and rival, Dash Water’s flavoured sparkling
water lines for proof.
Aqua Libra is growing at nearly twice the rate of Dash, thanks
to growing retail distribution and more shoppers discovering the
brand’s delicious range of infused waters. To accelerate growth,
we added a Watermelon & Strawberry variant to the core
range (Raspberry & Blackcurrant, Blood Orange & Mango and
Cucumber, Mint & Lime) in February.
Innovations like this – along with the 2024 launch of Aqua
Libra’s Pure Filtered Still and Sparkling Water lines – are playing
an important role in keeping Gen Zs,30 who drink significantly
more water than older people, engaged with soft drinks.
26 Beresford Research: https://www.beresfordresearch.com/age-range-by-generation/
27 Kantar Usage Panel In Home and Carried Out, including Tap Water, 52 we 4 Aug 24
28 Nielsen IQ, Total Convenience, Total Soft Drinks Britvic Defined, Value Sales, 52 we 04.01.25
29 Lumina Intelligence Channel Pulse w/c 28.12.20
30 Kantar In Home Usage Panel (52 weeks), August 2024
54
CONVENIENCE DEEP DIVE
£993.5k
£463.7k
87.5%
Value
Value growth
% value growth
£1,012.8k
£297.5k
40.9%
28
