Acting as a roadmap for the future, the Britvic Soft Drinks Vision has been created to show how soft drinks can unlock an incremental £2.4bn of category growth by 2020.
Demonstrating Britvic’s commitment to growing soft drinks, the vision outlines how, by working in partnership with retailers and licensees, behaviours can be changed so that the category can engage with more consumers, on more occasions and in more environments. Developed using world-class insight, the exciting and innovative new tool details how future growth will be unlocked by considering the needs of soft drinks consumers at each consumption occasion and purchase mission.
Soft drinks is a key category within the FMCG industry with value sales recently topping the £10bn mark, however, Britvic recognises that this is a mature category, with organic growth predicted to remain stable over the next few years at 3.7% CAGR to 2020. The Britvic Soft Drinks Vision has been created to accelerate those predictions, increasing consumption and delivering sustainable category growth.
The Britvic Soft Drinks Vision details how growth can be unlocked through eight Category Drivers. These can be delivered by changing behaviour in order to better meet consumer needs, better leverage daily occasions and deliver better engagement at point of purchase. By developing solutions that deliver against each of the Category Drivers, Britvic believe that soft drinks will be able to tap into new growth areas, delivering what could potentially amount to £2.4bn worth of incremental category sales.
Making it easy for retailers and licensees to understand which drivers are most significant in terms of their own growth, the Britvic Soft Drinks Vision can be applied in a way that’s relevant to different sub-categories and purchase missions.
Claire Handford-Jones, director of category at Britvic Soft Drinks, said: “At Britvic we pride ourselves on being committed to growing the soft drinks category and are delighted to be able to reveal our vision for growth. The growth experienced in recent years is testament to the resilience of the category, however, it is a mature category and we recognise that in order to unlock these opportunities we must engage with more consumers, on more occasions and in more environments.
“Our goal is to continue to work in partnership with customers to create solutions that change shopper and consumer behaviours through better meeting needs, unlocking occasions and inspiring at point of purchase. By doing this, we believe the category is in a great position to unlock incremental sales of £2.4bn by 2020 and look forward to working with our customers to capitalise on this huge and exciting growth opportunity.”
Source: Britvic Soft Drinks
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