Coca-Cola’s £2bn plus soft drinks target
The ambitious target was revealed in the firm’s ‘See the Opportunity’ report, which it has just published and is the result of a £2M, two-year research project.
In it, CCE boasts that it aims to build on six consumption occasions, some of which were already established for soft drinks and some of which broke new ground:
- Complete the meal
- Daytime at home
- Better working day
- Live life on the go
- Best social mix
- Ready to relax
Value of the market
The company drew on Nielsen data for August 2012 to establish the current value of the UK soft drinks market at just over £11bn.
It said plans laid out in the report could grow that figure by at least £2.1bn in the next five years.
Much of this growth would be delivered by an increasing population and market dynamics, it said. But it also claimed even encouraging one person per household to consume one more soft drink per week should add £793M to soft drinks sales by 2018.
CCE’s objectives included encouraging consumption of more soft drinks during meals, especially breakfasts, at home during the day as a break, and in offices to perk people up at work.
The company also claimed 52% of people buying petrol at a petrol station only buy fuel, so more could be encouraged to buy a drink there.
Means of relaxing
And its report stated it aimed to do more to encourage shoppers to consume soft drinks as a means of relaxing at home, and when out socialising at coffee bars, clubs and pubs.
“Soft drinks continues to be a huge category that is full of opportunity and this research reveals that there is a strong potential to grow sales by £2.1bn over the next five years,” said CCE md Simon Baldry.
“To help realise this ambition, we must act on our greater understanding of what consumers and shoppers want and work in partnership with our customers to find new ways to engage with them along the path to purchase.
“'See the Opportunity' is the start of a new exciting journey. It forms an important part of our ongoing programme and commitment to grow soft drinks sales responsibly and sustainably as we look to build business through everyday moments.”
