Date: 2015-08

Shoppers are continuously facing a wide spectrum of choices in-store for the soft drinks category. A constant demand for niche products to satisfy different lifestyles (e.g. healthy, fast paced), ethnic profiles, and consumption occasions, have contributed to SKU proliferation in-store. The large variety of drink types (carbonated, juice, water, flavoured water, energy drinks, functional drinks), pack sizes, and price points, means that catching shopper attention and standing out at the shelf is becoming increasingly challenging. In addition, private label products have contributed to increased levels of competition at the shelf.

Therefore, both brands and retailers need to constantly innovate in the execution in-store, with effective shelf management that enables shoppers to identify products easily and make informed purchasing decisions.Promotional activity is expected for the soft drinks category, thus exercising pressures on prices and generating a stronger need to provide added value to consumers. In addition, creating excitement around the category is essential to drive footfall and engage shoppers with the category.

This report provides the latest innovations around category management for the soft drinks category, with the aim to assist you in taking your category to the next level, thus driving footfall, engaging shoppers, enhancing shopping experience, and ultimately, increasing sales and shopper loyalty.

This report is the result of extensive in-store analysis derived from a mix of both developed and emerging markets, as well as from a variety of store formats, both big and small box retailing. In-store analysis focuses on six key topics in order to identify global best practices for the soft drinks category: aisle innovations, displays, cross merchandising, promotions, checkout, and private label vs. brands.


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