Many independent retailers are not capitalising on impulse sales in soft drinks during the summer, new research reveals.

More than one-third of retailers questioned in a nationwide survey said they did not increase their chilled space for soft drinks during the summer months - even though the majority said soft drinks sales soared by up to 50% on a hot day.

Neil Gibson, head of marketing at Vimto Soft Drinks, which conducted the survey, said: “Despite the knowledge that soft drinks can bring an exceptional boost to business during the summer, some retailers aren’t recognising that they could make even more profit by catering for impulse shoppers looking for a cold drink on a hot day.”

He advised retailers to put portable packs like ready-to-drink bottles and cans of the well-known and growing brands in the chiller.