CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 57
Convenience overview
Convenience deep dive
Convenience data tables
STEP SEVEN
RECRUIT WITH
HEALTHY HEROES
This brings us neatly to the final step retailers should take
as they move in on the £225m38 prize we’ve identified:
of course, they need to reel people in with refreshing and
delicious drinks, but increasingly they also need to consider
the health credentials of their range. And, as we’ve already
explored, health can mean different things to different
people, at different times of the day.
Pairing Plenish’s health shots with breakfast items can
drive incremental growth for retailers and accelerate the
99% growth achieved by health shots in convenience in
the past year.43 Indeed, if shots accounted for the same
proportion of sales in convenience as they did in the wider
grocery channel, they would deliver an additional £1.3m in
sales for the channel.43
Health is no longer niche. After all, 69%39 of Brits say
they’re trying to live healthier lifestyles and the food and
drink they consume plays a key role in helping them
achieve this. But strategies are changing. Products with
added benefits – such as providing a portion of fruit, veg,
added protein, fibre or vitamins – increased share of total
drinks occasions by 1.4% points between 2014 and last
year;40 products with lower levels of sugar, calories or fat
increased share by 0.2% points.40
Kombucha is another opportunity ripe for the taking.
Sales have grown by 33%43 in convenience over the past
year and they are poised for further growth following
the March launch of the Lipton Kombucha range, which
brings a mainstream, recognised brand to the category.
Stocking Lipton Kombucha prominently in chillers will
help alert shoppers to retail ranges and serve as a beacon
for the nascent category.
The trend for added benefits is maturing at pace. Just
look at the rise in products such as Plenish’s Gut Health
Shots, M&S’s Yay Mushrooms range of drinks containing
adaptogenic mushrooms41 and nootropics drinks brands
such as Common.42 Retailers can capitalise on this trend by
pairing functional health drinks with healthy snacks and
meals at different times of the day.
From Lipton iced teas, kombuchas, Plenish juices
and shots through to our range of sugar-free colas
and carbonates and Purdey’s Natural Energy Drinks,
Carlsberg Britvic’s healthy heroes have every soft drink
occasion covered. Contact us today to unlock £5k38 per
store growth in your business.
Carlsberg Britvic is well placed to deliver the future fuel for growth, with a brand portfolio that spans critical
category growth spaces.
HYDRATION
Add value
to hydration
HEALTH &
WELLBEING
Recruit with health heroes
Push permissible choices
FUEL
EXPERIENCE
Fuel fuel
further
Takeover treat times
SOCIALISING
Capitalise on
impulsive socialising
Make meals matter
38 Quantic Britvic Driver Quantification 2023; 2028 Forecast of £1.1BN- Convenience Fare Share of the Retail Opportunity (£678m) apportioned across 49k stores
39 Mintel Attitudes Towards Healthy Eating 2022
40 Kantar Usage Panel – total food & drink servings chose for “health”, rolling 52 week periods
41 https://www.thegrocer.co.uk/comment-and-opinion/does-the-science-behind-mandss-yay-mushrooms-range-hold-up/699819.article
42 https://www.thegrocer.co.uk/news/common-drinks-raises-six-figure-funding-to-launch-functional-drinks-range/692324.article
43 Nielsen IQ, Total Convenience, Total Soft Drinks Britvic Defined, Value sales, 52WE 04.01.25
CONVENIENCE DEEP DIVE
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