Changing shopper behaviour drives soft drinks sales through convenience

Soft drinks increased sales by 2.2% to £3.1bn in the convenience channel in 2015, according to the 2016 Britvic Soft Drinks Review (Nielsen, 52 w/e 09 Jan 2016). This was ahead of the total soft drinks market, which contracted by 0.6%.

Changing shopper behaviour, with a clear move towards convenience, is helping to drive growth for this channel.

Most of soft drinks growth in convenience is being driven by water, water plus, energy and iced tea and coffee. Meanwhile, also in the convenience sector, the low calorie segment benefitted from the trend for healthier soft drinks, growing 4.1% compared to the 1.7% growth for full sugar soft drinks.

Nigel Paine, GB commercial director out of home, Britvic, said: “Thanks to its positive performance within convenience in 2015, soft drinks grew to become just as important as bread and it was ranked the number one category bought for a ‘food-to-go’ mission, ahead of other impulse categories such as snacks, crisps, confectionery and sandwiches. This highlights just how pivotal soft drinks were within the convenience channel and what crucial sales drivers they became for retailers in 2015.

“With predicted growth of 17% we have expectations that the channel will grow to become worth a quarter of the total market by 2020. It is expected that this will predominantly be driven by the continued rise of top up and on-the-go missions, as well as meal for tonight. The versatility of soft drinks, together with the evolution of shopper missions and macro trends impacting the channel, place the category in good stead to drive growth in 2016 and beyond.” 

Related articles: