News & Events

Monday 18 May, 2020


NEW RANGE OF COCA-COLA PRICE-MARKED PACKS

  • Lower recommended price points to increase appeal to budget-conscious shoppers
  • Short-term focus on larger formats to align with at-home consumption trend, with demand for on-the-go products set to increase as lockdown restrictions are eased

Coca-Cola European Partners (CCEP) has reduced the recommended price points for its range of price-marked packs (PMPs) across its colas portfolio.

1.75l bottles of Coca-Cola Zero Sugar – including the popular cherry and vanilla-flavoured variants – and Diet Coke are now available in a £1.75 PMP, and 1.5l bottles of Coca-Cola Original Taste and Coca-Cola Cherry are now available in a £1.95 PMP, enabling retailers to take advantage of the growing trend towards consumption within the home[1].

 

Sales of larger pack formats have increased in recent weeks[2], as shoppers want volume and good value for money, when buying drinks to enjoy at home instead of on-the-go.

 

Role of price mark packs in convenience

 

Alison Adderley, Field Sales Director at CCEP, said: “Since the country went into lockdown, consumer behaviour has been evolving. Whilst we all hope things go back to normal as soon and as safely as possible, we can be pretty certain of some long-term changes in the way people shop, which suppliers and retailers must adapt to.

“Coca-Cola original taste is the number one soft drink in GB[3], Coca-Cola Cherry is the biggest-selling Cherry Cola in GB[4] and flavoured light colas continue to grow[5].  By making these much-loved drinks available in an even more appealing PMP, we’re helping retailers respond to a number of key shopper demands.

 

“Shoppers are buying into snacking and treating categories more often[6], and growing numbers of consumers are looking to save money in the months ahead[7]. PMPs offer visible value, reassuring shoppers that they can get the products they want, without being overcharged[8]. In fact, PMPs account for over 60% of total soft drink sales in independent and symbol convenience stores.[9]

 

While the ‘big shop’ made a comeback in early March[10], in line with government guidance that states consumers should limit their shopping trips, top up missions are now returning[11], with the importance of a handy location being the top store choice driver[12].

Be ready when lockdown measures are eased

 

As lockdown measures begin to ease in the coming weeks, footfall to local stores is set increase – which will bring increased demand for smaller formats, as people look for refreshment on-the-go.

 

To help catch shoppers’ eyes at the front of the store, 500ml bottles of Coca-Cola Zero Sugar – including cherry and vanilla flavours – now come in a £1 PMP, as do Diet Coke Sublime Lime and Diet Coke Twisted Strawberry.

 

The recommended prices on CCEP PMPs are intended only as a guide for retailers, and they are free to set prices as they wish. Plain packs are also available.



[1] Nielsen data w/e 18.04.2020

[2] Nielsen Value Growth 4 week ending 18.04.20

[3] AC Nielsen, Total GB, Value, MAT w.e. 21.03.20

[4] AC Nielsen, Total GB, Value, MAT w.e. 21.03.20)

[5] AC Nielsen MAT Total GB Light Cola w.e. 21.03.20

[6] HIM Lockdown and Snack Up: How UK Consumers’ Snacking Habits Have Changed This Month – APRIL 2020

[7] IGD ShopperVista; Base: 532 shoppers, 1-14th March, 377 shoppers 15th-21st March, 147 shoppers 22-28th March’20, 247 shoppers 29th Mar-4th April’20, 285 shoppers 5-11’Apr’20

[8] HIM Focus on price-marked packs 2018

[9] AC Nielsen MAT Total Soft drinks independents and symbols w.e. 21.03.20

[10] IGD ShopperVista; Base: 532 shoppers, 1-14th March’20, 374 shoppers 15-21st March’20, 147 shoppers 22-28th March’20, 247 shoppers 29th Mar-4th April’20, 284 shoppers 5-11th Apr’20

[11] IGD ShopperVista; Base: 532 shoppers, 1-14th March’20, 374 shoppers 15-21st March’20, 147 shoppers 22-28th March’20, 247 shoppers 29th Mar-4th April’20, 284 shoppers 5-11th Apr’20

[12] IGD ShopperVista; Base: 970 shoppers, March’20, 382 shoppers 1-11th Apr’20

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