CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 40
Welcome
Sustainability
The deal mechanic of choice increasingly favoured by
retailers is loyalty card discounts. It’s easy to see why:
60%26 of shoppers say loyalty card discounts are the
mechanic most likely to encourage them to buy a product,
second only to straight discounts (favoured by 79% of
shoppers26). Loyalty schemes do ‘what they say on the tin’
- two thirds (66%26) of shoppers said that loyalty schemes
made them more loyal to particular retailers in 2024, up
from 62% in the previous year.26
Category overview
This is helping to drive strong growth in sales of soft drinks
through convenience stores owned by grocery multiples,
such as Tesco Express, Co-op and Sainsbury’s Local, which
have grown by 7.6% in value terms.27 Symbol group and
independent retailers can compete by luring shoppers into
their stores with convenience exclusive soft drinks such as
Tango Raspberry and Cherry Blast, which have made a
return this year after hitting sales of £3.7m in 2024.28
A CHANGING
LANDSCAPE
The grocery multiples’ convenience stores saw the
steepest growth in sales of soft drinks in 2024,28 thanks
to increased store numbers, shoppers becoming more
reliant on loyalty cards to bag deals26 and big retail
groups capitalising on their competitive advantage
by lowering prices. In November, Tesco cut prices
throughout its Express estate29 and Sainsbury’s rolled
its Aldi Price Match scheme into its local stores.30 Sales
of soft drinks through forecourts, meanwhile, declined
by 10.5%28 (the only sub channel to see sales decline),
while traditional symbol group and independent
retailers mustered growth of 1.7%.28
SUB CHANNEL SOFT DRINKS PERFORMANCE28
Sales Value % Chg YA
Convenience
Symbols &
independents
Grocery
convenience
Multiple
forecourts
Convenience
multiples
3.6
1.7
7.6
-10.5
5.0
26 NIQ SOTN November ‘24
27 Nielsen IQ, Total Convenience formats of Traditional Grocers, Total Soft Drinks Britvic Defined, Value sales, 52WE 04.01.25
28 Nielsen IQ, Total Convenience, Total Soft Drinks Britvic Defined, Value sales, 52WE 04.01.25
29 https://www.thegrocer.co.uk/news/tesco-rolls-out-price-cuts-in-express-convenience-stores/698122.article#:~:text=Tesco%20said%20the%20cuts%20
to,supermarket%20player%20to%20do%20so.
30 https://www.thegrocer.co.uk/comment-and-opinion/sainsburys-aldi-price-match-convenience-store-move-is-smart/697411.article
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CONVENIENCE CATEGORY OVERVIEW
