Just like confectionery and savoury snacks, no Big Night In fixture is complete without soft drinks. Research shows 67% of snacks and soft drinks are consumed together, but only 13% are sold together. However, a Britvic trial using retailer EPoS data showed that by linking soft drinks to bagged snacks, sales increased by up to 16% for on-the-go soft drinks and 34% for take-home two-litre bottles of Pepsi. To make the most of the sales opportunity, Britvic recommends that snacks are positioned next to a chiller or display solutions used to bring the categories together.
“Value for money remains a key purchase motivator, therefore creating promotions and or offering clear value can be a strong sales driver,” says Nigel Paine, GB Commercial Director for Out of Home at Britvic. “Research shows that consumers trust price-marked packs more than plain packs, as they deliver clear visible value for money in store. Britvic also has a variety of PMP options available across different ranges of products and packaging options.”
At Coca-Cola Enterprises, Trade Communications Manager Dave Turner suggests in-store theatre can make a difference.”Creating eye-catching displays designed specifically to target consumers shopping for their night-in and giving them a designated space in store, will help increase sales,” he says. “Retailers should consider theming displays to tie in with any notable sporting occasions, TV moments or events, which will appeal to customers choosing to enjoy these at home.
Going beyond snacks and Turner is keen to point out that cross merchandising soft drinks with meals is another great sales opportunity for retailers. “Refreshments for a night in are generally bought to be enjoyed shortly after purchase, so to meet the needs of the consumer, retailers should look to stock their products in a cold, take-home format.”
Types of at-home occasions:
- A quarter of at home occasions are with kids (50% watching TV, 25% ‘hanging out’)
- One in ten are with friends (60% social gathering, 25% watching TV, 25% ‘hanging out’)
- A quarter are with partners (60% watching TV, 25% ‘hanging out’)
CCE recommends providing a range of soft drinks in 4x330ml multipacks and a choice of larger, sharing formats of colas and flavoured carbonates ensures there is something for everyone to enjoy. Stocking adult soft drink products, such as Appletiser, also gives consumers a chance to trade up to a more premium soft drink, making an evening in feel more special without needing to spend as much as a night out.
Turner adds: “Retailers should also consider stocking known and trusted mixer brands, such as Schweppes, providing them with a popular choice of refreshment which can be consumed as both an accompaniment to alcohol or enjoyed straight, with 51% of people drinking mixers without alcohol.”
These adult soft drinks can make an alternative to alcohol, as Amanda Grabham, Marketing Director – Soft Drinks at SHS Drinks, whose portfolio includes Shloer, says. “While alcohol may top the list of purchases for consumers on an ‘entertaining at home’ shopping mission in convenience stores,” she says. “A rather sizeable 21% of shoppers purchasing for these occasions are buying soft drinks. To put this into context, that’s only 4% fewer than those purchasing beer.”
TGI research shows that there has been a steady increase in women aged over 25 entertaining friends and family at home, and it’s a trend that Grabham says is particularly evident amongst Shloer consumers as over two-thirds (67%) say they enjoy entertaining people at home. “Another emerging trend is the growing popularity of baby showers in the UKtwo thirds of mums-to-be now plan to hold a baby shower and the market is estimated to be worth £220m annually,” Grabham explains. “These types of female-oriented, home-based social occasions are growing and are bringing an additional dimension to the ‘big night in’. This needs to be taken into account by convenience stores wanting to develop this sales opportunity.”
So there is certainly ample evidence that convenience store retailers could benefit from ensuring adult soft drinks such as Shloer are included as part of the ‘big night in’ offering.
“Carbonated and adult products are the ideal soft drinks when having friends over, with large bottles and multi-packs playing different roles depending on the type of occasion,” adds Britvic’s Nigel Paine.
He says that larger sharing formats, such as 1.5 litre or two-litre bottles of brands like 7UP and Pepsi Max, are often bought as an alternative to alcohol, while multi-packs products are ideal for kids and sharing occasions.
Retailers should also bear in mind that it is not only mainstream flavours that work in Big Night In.
“It’s not enough just to buy in cola, orange and lemonade anymore given the growing trend for consumers to try new flavours,” says Vimto UK Marketing Controller, Emma Hunt.
“Stocking Levi Roots, for example, will meet the trend for tropical and exotic flavours and we know more and more consumers love the unique mix of blackcurrants, raspberries and grapes in Vimto, which is currently growing by +8.2% in the Impulse channel.”
