A new category vision from Barr Soft Drinks is enabling retailers to understand what’s motivating shoppers to buy soft drinks.
The company has focused on three key drivers – Health and Wellbeing, Taste & Fun and Lifestyle & Culture – which reflect changing consumer lifestyles, influences and needs in relation to buying and consuming soft drinks.
These category drivers have been used to shape a blueprint for soft drinks merchandising, identifying six shopper need states covering major consumption occasions. They are:
- Healthy Refreshment – Water and water-plus products perform an important, functional role
- Tasty Hydration – Low calorie products with the health benefits of water and the great taste of a carbonate
- Everyday Enjoyment – The backbone of the fixture needs a good range of great-tasting choices
- Adult Social – Indulgent treats and options for those that avoid alcohol
- Connecting Cultures – Vibrant section to tap into growing demand for exotic flavours
- On The Go – Nearly 1 in 3 purchases is an energy drink so this section needs to offer the right range of products and flavour choices
Retailers can use Barr’s planograms as showcased in SLR’s Woodland’s Store to offer the local range their shoppers want.
By implementing the new vision, soft drinks sales at SLR’s Woodlands store have increased significantly. You can get more information on the category vision along with the latest Barr Soft Drinks news and deals by downloading the myPopShop app.
