Impulse Category Guide 2025

Brought to you by: Plan for Profit 59 Brought to you by: Plan for Profit NPD Alcohol Alternatives Hydration Refer to our 2025 NPD recommendations on pages 76-77 for further insights. New products accounted for 86% of the category’s growth last year 3 . The top NPDs included Monster Bad Apple and Lucozade Sport & Energy Blue. 3 With 46% of drinkers now trying to moderate their alcohol consumption, soft drinks has become the second most popular method of cutting down. 4 The Water category is growing, with all areas seeing increases in both value and volume sales. 5 Prioritise offering a variety of water sizes and types from key brands. +15% +8% Create value by running strong promotions that encourage shoppers to buy more water and flavourful options for refreshment. 86% GROWTH Hydration is consumers’ number one reason for buying soft drinks 5 . Plain (+15%) and Flavoured Still Water (+8) account for 90% of total Water sales. 5 SOFT DRINKS Promote take-home soft drinks during peak periods of moderation and key events throughout the year.