The huge success of implementing AG Barr’s innovative new soft drinks planogram continues with the August results showing yet more growth in important parts of the category.
by Antony Begley
It was always going to be a tough ask to follow July’s knockout results following our implementation of AG Barr’s creative new planogram – an 85% increase in GP from the category was almost incredible, even to us. But even with the sun disappearing back behind the clouds, the new-look fixture continues to deliver solid growth.
Most pleasingly of all, much of that growth is coming in very important sections of the category. It seems clear that the key drivers identified by the soft drinks supremo have struck a chord with our shoppers.
To help us dig a bit deeper, we sent our Epos data for August to AG Barr’s number crunchers who have produced a number of comparisons for August. Clearly the numbers were never going to be as spectacular as our July figures when the sun was splitting the trees and our nearest competitor closed for a refit for weeks – but they’re impressive enough.
The great news is that we achieved good growth in the two biggest need states – ‘Everyday Enjoyment’ (the backbone of the fixture with the biggest range of great-tasting choices) and ‘On The Go’ (nearly a third of soft drinks sold are energy drinks, so this section must offer the right range of products and flavour choices). Everyday Enjoyment grew by 1.2% while On The Go products increased by almost 7%, with Rockstar (up 41%) and Monster driving the growth.
- Tasty Hydration up 19% y-o-y, driven by Rubicon Spring which grew by 109%, sited next to water as a destination in its own right.
- Strathmore sales up six-fold as plain water drinkers opted for higher value Tasty Hydration drinks, increasing overall category profitability.
- On The Go products increased by almost 7%, with Rockstar (up 41%) and Monster driving the growth.
- Everyday enjoyment, the biggest category, grew by 1.2%.
- Adult Social is new to the Woodlands fixture and its introduction has driven profitability.
In addition, and highlighting one of the biggest growth potential areas, ‘Tasty Hydration’ was up 19% y-o-y, driven by Rubicon Spring (up 109%), sited next to water as a destination in its own right. Strathmore sales were up six-fold as plain water drinkers opted for higher value Tasty Hydration drinks, increasing category profitability. The addition of future growth categories such as Adult Social, providing indulgent options for people avoiding alcohol, and developing the Tasty Hydration offer, offering low calorie drinks with the health benefits of water and the great taste of a carbonate, were a great success.
Nick Bentley, Barr’s Category and Shopper Marketing Controller says the radical new approach was ‘opening people’s minds’ to the role that soft drinks can play in meeting their different needs in line with the lifestyle changes that are heavily influencing consumer spend. He says: “We simplified the fixture and really engaged shoppers by siting complementary choices together. For example, we’ve merchandised Tasty Hydration products next to water, enabling people to compare which product type really meets their needs at that particular moment.”
The new planogram is built around six ‘consumer need states’ identified by AG Barr as being the most important sales drivers in soft drinks today. They are as follows:
- 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 a third of purchases is an energy drink, so this section must offer the right range of products and flavour choices
