Open More Business Report
Research identified no fewer than 16 relevant shopping environments - these can be divided into three main groups:
- Future Consumption: The point of purchase could be a supermarket foodhall or it could occur in the virtual world ‑ online through a Grocery retailer.
- 'On the Go': This covers the customer on the move, probably in a bit of a hurry at a petrol station, in a canteen or in a neighbourhood store.
- On‑Premise Consumption: This is the familiar 'buy now, drink now' scenario. Typically, it's happening right now in a bar or a cafe or in the workplace.
Superstore Foodhall
Key Facts:
- Superstore Foodhalls are expected to represent £122 billion worth of sales by 2013
- Online sales are expected to double to £7.2 billion by 2014
- Soft Drinks are the sixth biggest Category within Superstore Foodhall, worth £2.8 billion
- Take home drinks make up the majority of this figure at £2.6 billion
Neighbourhood
Key Facts:
- Neighbourhood stores represent almost 50% of all grocery outlets and ring up 20.5% of the value.
- At over 69% by value, 'Drink Now' Soft Drinks represent the largest single segment of the total Category in Neighbourhood
- Availability remains the shopper's key concern. Shoppers say that 51% of failed purchases are due to out of stocks
- 74% of Soft Drinks purchases are drunk within 2 hours
- Energy is now the second largest Soft Drinks sector and is also the fastest growing
Fuel
Key Facts:
- Today, Petrol Forecourt Convenience stores (PFCS) represent the fourth largest channel in the Convenience sector with a 14.1% share of the estimated £29.1 billion Convenience market.
- 30% of UK workers who purchase a food or drink item to go, do so at a petrol forecourt
- Looking at shopper behaviour in this environment:
- 43% just buy Fuel
- 27% just buy from the shop
- 30% buy both
Bars, Pubs & Clubs
Key Facts:
- Around one in four people enters a bar just wanting a Soft Drink
- Consumers rate choice of drinks as the No. 1 aspect they want their Pubs to provide
- Two thirds of visits to licensed outlets are for social occasions with the core consumers ABC1 (slightly more up-market) and aged 25-44
- Almost half (49%) of food bought in Pubs is consumed with Soft Drinks
Canteen
Key Facts:
- On average a consumer will pass 46 food and/or drink outlets on the way to work
- There is a potential loss of 1.6 billion visits to other Foodservice outlets on the High Street that could have used a workplace Canteen
- Increasing Soft Drink incidence by just 1% equates to a £2.5K annual increase in sales, per outlet
- 16% of workplace purchases are consumed out of area and 'grab and go' is the second most important shopper mission
Other Environments:
- Grocery convenience
- Supermarket front of store
- Online
- Food-to-go
- Fast food
- Restaurants
- Bulk buying (route to market)
- Concessions
- Café /coffee shop
- General store
- Vending
Detailed insights, across every channel, to enable CCE's customers to improve their Soft Drinks sales.
We've developed Open More Business because we're focused and passionate about growing Soft Drink sales with our customers in GB[1]. Both through research and through developing partnerships with our customers we believe we've captured the key to unlocking further potential within this category; understanding the shopper and the environments in which they shop.
Open More Business details the right approach to selling Soft Drinks and what it can achieve.We are dealing with opportunities of significant scale. If we succeed in persuading every existing Soft Drinks consumer to buy just one more Soft Drink every fortnight, then within five years the Soft Drinks market would be worth an extra £1.4 billion.
Our goal is to work with our customers to simplify the shopping experience they provide to ensure it is more engaging for shoppers and more successful for our customer partnerships.
We've taken this approach right across the broad range of our customers, and we've started implementing Open More Business across the full scope of shopping experiences. In total we've developed action plans across 16 different shopping environments - from Superstore Foodhall to Neighbourhood, from Restaurant to Fuel.
This section of the website details how, by working with our customers, we believe we can achieve our goals and successfully 'Open More Business' for both us and them.
[1] Based Upon total 'Off-Premise' Soft Drinks sales of £6.2 Billion (Nielsen Total Coverage, Latest 52 Weeks to w.e. 13.02.10), total 'On-Premise' Soft Drinks sales of £3.9 Billion (Nielsen, Total On-Premise, Latest 52 Weeks to November 2009) and a CCE internal estimate
