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Retailers are gearing up for the busiest time of the year, but Christmas 2024 will be unlike previous festive seasons. Fewer people are drinking alcohol and, with living costs rising, they’re likely to be spending more time at home.
This presents huge opportunities for soft drinks in convenience…What are they and how can you cash in?
One thing’s clear about the coming festivities: with more people feeling the pinch from the rising cost of living, more celebrations are going to be held at home. But that doesn’t mean people won’t want to celebrate in style. So now is the time to stock up on premium mixers such as Britvic’s Classic and Low Calorie 850ml Tonic Water products to help people rustle up their own mixed drinks and cocktails at home this Christmas.
Not everyone will be mixing their drinks with alcohol this Christmas. One in three adults now say that they rarely or never drink alcohol – the highest number in history – and the proportion of people actively trying to moderate how much they drink is expected to rise by a third by 2026¹.
So, there’s no better time for retailers to expand shelf space for alcohol alternatives. We recently launched J2O Ready-To-Drink mocktails, comprising of three flavours – Strawberry & Orange Blossom Mojito, White Peach & Mango Daquiri, and Blackberry & Blueberry Martini. The products are aimed at consumers looking for more elevated experiences, and interesting flavours, which match the mocktail experience they get out-of-home, but for a fraction of the cost at home.
Stocking larger packs also has clear advantages at this time of year. The weather can be unpredictable in the winter, and with many people looking to curb spending and going out to eat and drink less in response to rising costs, buying larger packs makes more economic sense.
Bigger nights in require bigger packs, such as our two-litre bottles and multipacks of Pepsi MAX®, Tango and 7UP Zero. Multipacks of premium soft drinks, such as J2O, and kids’ favourites such as Fruit Shoot will also help make sure there is something for everyone.
In most other grocery categories, cheaper own-label lines are outgrowing brands but in soft drinks, branded drinks are performing better. Own-label soft drinks products are growing at a rate that is 3.1% below that of brands. That’s thanks to the investment suppliers are making in their brands.
So, to make your tills chime this Christmas, it’s time to stock up!
1 - IWSR Drinks Market Analysis, 2023
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