Refreshing the back to school category

Amy Burgess, Trade Communications Manager at Coca- Cola European Partners (CCEP), says: “Lunchtime presents a strong soft drinks sales opportunity for most retailers, as consumers look to pick up a drink as part of their daily routine. Displays designed specifically to target a group of habitual shoppers provide a good opportunity to showcase offers and new products, and ultimately drive sales.

“Instant consumption soft drink formats are in growth , as more people look to hydrate while on-thego. As a trend, this looks set to continue so retailers should stock a variety of pack sizes in their chillers, for people to pick up quickly on a lunchtime shop.”

Advice to retailers

“Consumers often visit convenience stores with a specific reason in mind, such as topping up their big weekly shop, planning an impromptu night in, or looking to pick up something to be consumed on-the-go. It’s important to make the experience easy for them by merchandising products so they can be located quickly and efficiently. “For consumers looking to enjoy their soft drink straight away, retailers can capitalise on this demand by focusing on their chilled soft drinks offering.

“It’s worth keeping stocks high to meet increasing demand for drinks on-the-go, with as wide a choice of products as possible, considering a range of different sectors, variants and pack formats to appeal to every consumer taste and occasion.”

“Capri Sun 330ml format is the biggest IC Orange Juice Drink in the market and delivered a value rate of sale growth of 13.3% last year, despite the rest of the category being in decline. 75% of consumption for 330ml comes from adults, with most of them aged between 18 – 34 years of age. The variant has become popular in lunchboxes and whilst consumers are on-the-go.

“Capri-Sun Fruity Water joined the Capri-Sun portfolio in 2016 and is currently worth £2.1million. Sales and distribution are up and the brand is contributing to the growth of the flavoured water sector with its no added sugar flavours. This includes Mango-Passionfruit and Blackcurrant, which are a blend of 3% fruit juice with water.”

“Last year, we rebranded our range of Oasis ‘Lights’ to ‘Oasis Zero’ in order to better communicate the zero sugar formula. Alongside this rebrand we launched Citrus Punch Zero so we could offer more choice across our top performing flavours.

“Fuze Tea is a premium, lowcalorie blend of fruits, botanicals and tea. The iced tea market in GB has seen a popularity boost over the past 20 years and has grown by £6million in the past year alone. It’s therefore the perfect time for us to enter the category with this new range.”