Superstore Foodhall, All Under One Roof

Within Open More Business, the Superstore Foodhall is defined as the area past the Front of Store where the main food aisles of the supermarket are located. Typically this is where most shoppers will conduct their main weekly household shop.

Soft Drinks are the sixth biggest category within Superstore Foodhall, worth £2.8 billion.¹ Those bought for Future Consumption (take-home drinks) make up the majority of this figure at £2.6 billion. Drinks bought for immediate consumption constitute the balance, at £200 million.²

Four key routes to increased growth

• Increase the frequency of purchase
• Increase the number of occasions Soft Drinks are bought
• Increase the volume bought per trip
• Increase the ability of consumers to shop the fixture quickly

Opportunities and Challenges

As always, outstanding sales success depends on greater shopper understanding. The more we know, the more we can hope to grow!

We looked at:

1. What occasions and needs are driving Soft Drinks purchases, and are there any barriers to purchase?
2. What other categories are most often bought with Soft Drinks and therefore what are the best types of promotions to reflect those different occasions?
3. How is the shopper profile changing over time and how can we best satisfy the shoppers' changing requirements?

¹Kantar Worldpanel, 52 w/e 09 Aug. 2009
²Kantar Worldpanel, 52 w/e 09 Aug. 2009