New research from Carlsberg Britvic’s has revealed a huge opportunity for retailers to increase on-the-go soft drink sales beyond summer.
According to its research, nearly seven in ten consumers enjoying soft drinks at least once a week or more during the colder months.
The research found that hot food represents one of the biggest growth opportunities for convenience stores in winter, with more than a third of shoppers saying they’d like to see a wider range of hot meals available.
Carlsberg Britvic says that for retailers, the real win comes from pairing these options with soft drinks in on-the-go formats. A comforting hot meal combined with a refreshing soft drink can allow retailers to tap into year-round demand. By offering shoppers core favourites that pair perfectly with hot meals, these brands not only satisfy thirst and shoppers’ desire for flavour but also position the store as a destination for a complete meal solution.
“Lunchtime is the single biggest moment for hot food and drink sales, with 31% of consumers saying it’s when they’re most likely to buy hot food and a drink together” said Ben Parker, VP Sales Off-Trade at Carlsberg Britvic. “After the traditional summer hydration season, retailers can maintain this momentum and really drive additional sales by combining hot meals such as quick serve food items or hot water self-service stations and combining these with on-the-go soft drinks. In fact, research shows that shoppers say they’d be even more likely to purchase if bundled offers were available.
In terms of what shoppers are after, cola remains favourite, with 41% of shoppers saying it’s their go-to choice during winter. Beyond cola, functional and fruity drinks also hold strong appeal, with 22% of consumers preferring ready-to-drink juices and functional drinks. Carlsberg Britvic says that by offering a range of on-the-go soft drink formats, retailers can tap into shopper demand for convenience, while providing appealing, on-trend options that complement hot food occasions and keep soft drinks front of mind year-round and elevate your stores offering.
He advises retailers to make it as easy as possible to find the products they need. “Of course, we appreciate that some chillers and hot food counters aren’t always near each other, so clear signposting and point of sale materials can guide shoppers to the right items, highlight relevant deals, and make it easy to pick up everything they need in one visit.”
No comments yet