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5 ways flavour influences shopper behaviour

Soft drinks are booming in convenience stores thanks to a variety of new and exciting flavours. While it’s still important to stock the popular options, offering a wider range can boost impulse buys and increase profits. Here’s how to make the most of it…

New and exciting flavors can generate a lot of interest in soft drinks. Limited editions, in particular, drive seasonal sales by creating a sense of urgency. Permanent new flavors also attract more customers.

However, offering a wider range of flavours can increase complexity and costs. Therefore, it’s crucial that new flavours prove their worth by boosting sales and profits

At Britvic, we’re experts at striking that balance between depth of range and profitability. But what should retailers consider when it comes to new flavours?

New flavours are the top sales driver for Gen Z

Generation Z, born between 1997 and 2009, is coming of age and behaves differently from previous generations. They are particularly drawn to new flavours. In fact, Gen-Zers say that exciting new flavours in chillers are their main reason for buying soft drinks.

Half of impulse shoppers decide what to drink in store

Generation Z are important because there are 10 million of them in the UK, making up 15% of the population. They buy more soft drinks on impulse than any other group. Additionally, 50% of impulse shoppers decide on the flavour only after entering the store. Offering variety encourages discovery and increases spending.

New flavours are broadening energy drinks’ appeal

Sports and energy drinks delivered more growth in convenience in cash terms than any other soft drinks in 2023. Britvic is encouraging more people into the category (and stores) with exciting flavours such as Rockstar Refresh Strawberry & Lime and Watermelon & Kiwi. 

Limited editions are gaining momentum

Summer is key for limited-edition flavours. Just look at the success of Tango Paradise Punch, which we launched for summer 2023, racking up a mighty £4.2m at the tills. This year saw the launch of limited-edition Tango Mango and two Tango Blast flavours, which are expected to have had similar success once 2024 is through.  

Berry flavours are in demand

So, what’s on the cards for the future? A look the past year’s bestselling NPD gives some clues. With Tango Mango, Pepsi MAX Mango and Rockstar Energy Blueberry all smashing sales expectations, plus the latest Tango Cherry bursting onto the scene this Autumn, we’re tipping berry flavours as trends to watch.

So stock up on now Tango Cherry now with our free trial and POS kit!

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For more guidance on how to maximise your soft drinks sales, read the 2024 Britvic Soft Drinks Review.

1 - All statistics cited in this post are from Britvic’s 2023 Soft Drinks Review – Convenience – unless otherwise stated.

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