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Coke says: see the soft drinks' sales opportunity

10 July, 2013
Page 42 

The soft drinks' market may already be big, but it could be a lot bigger. According to Coca-Cola Enterprises' (CCE's) new See The Opportunity report, there is an opportunity to grow the category, which is currently worth over £11bn , by a further £2.1bn over the next five years.

Much of this growth will be delivered by 'organic' factors such as population growth and market dynamics. However, a £793m incremental sales opportunity could be unlocked by delivering just one more soft drink 'moment' per household per week.

One of the main findings in the report is the identification of six key specific consumer occasions, or 'moments' that, if fully realised, could deliver significant incremental growth to the category. These are: complete the meal; daytime at home; better working day; live life on the go; best social mix; and ready to relax.

The big opportunity for forecourts is the Live Life on the Go moment, which could deliver £163m-worth of extra sales over the next five years. Particular emphasis here is on hydration, refreshment and energy drinks. Him data reveals that currently 52% of forecourt fuel customers only buy fuel. CCE says current barriers to purchase include the fact that drivers are in too much of a hurry to pick up a soft drink.

08457 227222

www.cokecce.co.uk