CCE has launched the new report, See the Opportunity, as part of its ongoing commitment to working with its customers to grow soft drinks sales responsibly and sustainably.
See the Opportunity is the result of a £2m, two-year research programme that was initiated to understand the future growth potential for soft drinks. An in-depth study of customer needs, as well as shopper and consumer behaviour, was undertaken to enable a detailed level of understanding of the factors that will impact the future of the Great Britiain soft drinks category.
The research has revealed that there is an opportunity to grow the category, currently worth over £11bn, by a further £2.1bn over the next five years. Much of this will be delivered by ‘organic’ factors such as population growth and market dynamics. However, of this figure, the report details a £793m incremental sales opportunity in soft drinks that can be unlocked by delivering just one more soft drink ‘moment’ per household per week.
One of the main findings in the report is the identification of six key specific consumer occasions, or ‘moments’, that if fully realised can deliver significant incremental growth to the category. These include:
In line with the results of the study, CCE is using the findings to work with its customers to develop future plans that will assist in driving this growth.
Simon Baldry, managing director of CCE, said: “Soft Drinks continues to be a huge category that is full of opportunity and this research reveals that there is a strong potential to grow sales by £2.1bn over the next five years.
“To help realise this ambition, we must act on our greater understanding of what consumers and shoppers want and work in partnership with our customers to find new ways to engage with them along the path to purchase. See the Opportunity is the start of a new, exciting journey. It forms an important part of our ongoing programme and commitment to grow soft drinks sales responsibly and sustainably as we look to build business through everyday moments.”
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