Robinsons is the UK’s leading squash brand1, accounting for just over half (50.5%) of all squash sales in convenience2. What’s more, the squash category is a hot area for convenience retailers, worth £44m within convenience and growing at 4.6%3 year-on-year.
Compared to last year, 65% more people are buying into the squash category in independent and symbol stores4. So how can you take advantage and boost your squash sales this summer?
In 2019, Robinsons introduced a range of premium options to the market by creating a good (Robinsons core range), better (Robinsons Creations) and best (Robinsons Cordials) offer to attract new shoppers to the squash and dilutes category. These ranges mean that retailers can offer a Robinsons product for each member of the family.
Robinsons Fruit Creations, offering grown up flavour combinations with twice the fruit, is now worth an impressive £27m5. Meanwhile Robinsons Fruit Cordials, offering a fruit and botanical proposition in a glass bottle, has grown by 8.9%6.
With government restrictions continuing to loosen as we approach the summer months, outdoor activity will become an increasingly common way of socialising. This will mean that more customers will be out and about looking for a wide choice of soft drinks on-the go, as well as for drinks to enjoy at home.
Robinsons has the perfect combination of products available to meet this consumer need, including a ready-to-drink option in the form of Refresh’d, which will undergo a packaging update later this summer.
Almost £1 in every £4 spend on take-home soft drinks happens in the convenience channel, which continues to grow in importance7. As more people have been working and studying at home, Robinsons has benefited from 125 million more in-home lunch occasions, growing by 56% year on year8. Lunchtime accounts for 27% of all Robinsons serve occasions, making it the second biggest behind the evening meal, which accounts for 40%9.
Socialising in the house has also increased, with 2.1 billion at home social soft drinks occasions for adults, up 14.7%9. Shoppers want to make their at-home social experiences as exciting as possible, but with two-thirds of people concerned about the economic outlook and trying to tighten their finances10, money will still play a key part in determining their choice of treat.
Value in uncertain times
With people stockpiling essentials at the start of the first lockdown in March 2020, promotions lost relevance. But as we have moved on, offers are becoming more important once again.
Large formats have performed well because of the pandemic, and this isn’t expected to slow even as people are out and about more. Bigger formats offer value for money, and price-marked packs (PMPs) across a selection of soft drink options also play a role in convenience.
Amid continued financial challenges, shoppers will be looking to spend wisely and PMPs can offer assurance that they are getting great value. Robinsons saw 27% value sales growth during the first lockdown11, showing that shoppers were not compromising on brands they trust during uncertain times.
Offering PMPs of well-known brands provides shoppers value for money across favourites they would be looking to purchase regularly. For example, retailers can stock £1.49 price-marked 900ml bottles of Robinsons Orange, Apple & Blackcurrant and Summer Fruits squash.
Squash should be merchandised by value tier – good (Robinsons core range), better (Robinsons Creations) and best (Robinsons Cordials) – to ensure you are offering consumers choice and that they can find what they need quickly.
For the best results, lead with three of the core single concentrate products, starting with Orange and Apple & Blackcurrant. Follow this with the better range of three Fruit Creations, and the best range with one Fruit Cordial.
Robinsons Minis should be displayed off-shelf near bottled water, to encourage impulse buys. Lead with Apple & Blackcurrant, with Summer Fruit and Orange as secondary flavours.
Robinsons has launched a £6.4m marketing campaign this summer across TV, radio, digital, out of home and in-store. The ‘Let There Be Fruit’ campaign will run through to September 2021, uniting the full Robinsons portfolio, including Robinsons Squash, Minis and Fruit Creations. Set to bring the great taste and real fruit message of the brand to life, the campaign will encourage shoppers to liven up their tap water.
The TV support sees Robinsons squash back on screens for the first time in four years. Three versions of the advert look at the daily routines of people and the situations they encounter, from gardening and exercising to simply having a glass of water.
The first advert features 1l Orange, Apple & Blackcurrant and Summer Fruits squash, while the second focuses on Robinsons Fruit Creations Peach & Raspberry and the third on Minis. Throughout the ads the Robinsons range and the ‘Let There Be Fruit’ slogan is championed by children to liven up these everyday occurrences.
1, 2 IRI Convenience, Squash, Value £, 52 wks to 25.04.21 vs. Yr Ago
3 IRI Convenience, Value Sales £, 52wks to 25.10.2020
4 Kantar Penetration % 52 wks to 01.11.20
5 NielsenIQ RMS Total Coverage GB, Value Sales, 52 w/e to 25.04.21
6, 8 NielsenIQ RMS, Total coverage GB, Value % Chg, 52 w/e to 20.02.21
7 Nielsen-Total Market defined by store size-Deferred Soft Drinks-52 w/e29.02.20; 2) HIM Future of Convenience 2020
9 Kantar AH Consumption occasions – 12 wks to 29.11.20 vs YA. Note: In Home socialising equals occasions described by the consumer as celebration, social, together time, romantic, treat, relaxing, special
10 Kantar LinkQsurvey of 1,912 respondents conducted 6 June 2020
11 NielsenIQ RMS, Total Coverage GB, Value % Change, 12 w/e. 27.06.20