Soft Drinks In Fuel

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.¹

Soft Drinks represent over 10% of sales in an average PFCS - the third highest by value behind Tobacco and non-food. PFCS have the largest share of sales here when compared with any other convenience channel, and therefore are a core category of any successful PCFS business.²

Here's how to make the most of the opportunity.

Availability

Once again, availability is the single most important issue for shoppers in this environment. The busiest periods for Soft Drinks are during lunch (12pm-2pm) and after work (5pm-7pm).³ Shelves must pre-stocked in preparation for these peak periods.

Space

Sectors such as Energy, Sport, and Water perform above average in this environment compared with other convenience channels; therefore these will perform best when allowed the most space on the shelf.⁵

'On the Go'

The 'On the Go' shopper is a rapidly moving target. This is especially true within the Fuel environment. To achieve the optimum speed of service your Soft Drinks chiller needs to be placed in a visible and accessible position, along the main walkway from the store to the till.

Driving the driver - the energy opportunity

Firstly, refreshing a thirsty motorist is what Soft Drinks have always done. Secondly providing energy for tired long-distance drivers is what Energy Drinks can now do better than ever before.

Fuel for the road - food and Soft Drinks

In Fuel, there is a very high incidence of snacks being purchased with Soft Drinks - at breakfast, at lunchtime and for top-up.

• Over one third (36%) of all Soft Drinks baskets contains an item of confectionery⁶
• 21% have crisps and 11% have sandwiches⁶
• 30% of UK workers who purchase a food or drink item to go, do so at a Petrol Forecourt⁶

This all adds up to a huge opportunity to up-weight purchases and increase sales.

¹UK Convenience Research, IGD, May 2009
²The Evolution of Convenience Retailing, IGD, May 2009
³HIM CTP, 2009
⁴Nielsen, Multiple Forecourts, 52 w/e 16.01.2010
⁵HIM CTP, 2009
⁶Food To Go Research, IGD, 2009