Britvic has unveiled a ‘roadmap’ for the soft drinks category that it claims could add £2.4bn of incremental market growth.
The Pepsi and Robinsons supplier has identified eight category drivers it believes will help the industry tap into new growth areas. This week’s Britvic Soft Drinks Vision is based on research among 33,000 consumers over 125,000 consumption occasions.
Key to achieving the £2.4bn in untapped sales by 2020 would be fulfilling unmet needs, making soft drinks relevant to every daily occasion, and engaging at the point of purchase, it said.
“In order to unlock opportunities we must engage with more consumers, on more occasions and in more environments,” said category director Claire Handford-Jones.
Britvic also this week published its annual Soft Drinks Report, which revealed a 4% hike in grocery and c-store sales to £7.5bn in 2013 - fuelled by factors including premiumisation and the hot summer. Factoring in other channels, including the on-trade, soft drinks sales broke the £10bn barrier for the first time in 2013.