Impulse Category Guide 2024

49 Soft Drinks represent the leading category for impulse purchases. (1) Maximise your space by: » » Placing Soft Drinks in key locations to match customers’ changing needs throughout the day. » » Allocating more space in the chiller for the best-sellers. of shoppers say that value is important to them. (2) Highlight value by: » » Promoting take-home soft drinks alongside snacks and frozen pizza. » » Stocking PMPs. 58% of shoppers prefer retailers that stock them. (3) Price and Promotion Instore Placement 81% 1) Lumina Convenience & Wholesale, data collected 12WE 29/05/22 and 12WE 28/05/23 2) Lumina, May 2023, Convenience and Wholesale Market Report July 2023 3) SmartView Convenience. 52 w/e 31st Dec 2023 4) Nielsen Indies & Symbols (Single Serve Sports & Energy) – 52 W/E 30th December 2023 Younger shoppers prioritise flavour, and 71% of those aged 18-24 make quick purchasing decisions. (1) Connect with these shoppers by: » » Running promotions, as 57% make purchases when items are on sale. (1) » » Ensuring key brands like Coke, Pepsi, Red Bull and Fanta are easy to find within your fixture. » » Removing flavour duplication to make way for new flavours. Drink Now Sports & Energy is worth over £800m and 1 in 2 single serve drinks sold is a Sport or Energy drink. (4) Maximise growth by: » » Allocating 25% of chiller space to Energy Drinks and 10% to Sport Drinks. » » Ensuring your chillers are filled with the best-sellers from Red Bull, Monster, and Lucozade. » » Ensuring a rotation of flavours within Energy Drinks. Drive Footfall Category Drivers £800m