Quenching your Thirst…

HIM!
www.himaustralia.com.au

Beverages remain an incredibly important category in the convenience channel. The category’s penetration continues to increase and has grown from 45% to 52% in the last 2 years alone.

The beverage shopper is an important shopper for retailers and also for other categories in store. As a shopper with a larger basket (2.5 items v’s CTP average of 2.2) and clearly defined shopping missions and paths in store the beverage category has the ability to drive shopper behaviour in the channel.

Let’s have quick look at some key sub-categories and key facts.

Energy Drinks:
The category had the highest penetration within the category at 21%.
There is a sales peak between 9 AM- 10 AM.
18-34 Singles make up 38% of the shopper base followed by Busy Providers at 25%

Cola:
Busy Providers make up 33% of shoppers
Nearly 50% of the busy providers who bought cola also bought fuel
Confectionery items form the largest cross-category purchases

Dairy Beverages:
A valuable shopper within the category driving the highest visit frequency & spend
With a 70:30 split, dairy beverages are a very male dominated category.
The category attracts an older shopper in the channel.

Each sub category presents its own possibilities:
– With energy is there an opportunity to engage shoppers on a breakfast mission & entice them to the main fridge to get their caffeine fix…..
– Is there an opportunity to create tailored confectionery offers for the Cola shopper, either in the fridge or on the path to the front counter with multiple points of engagement…
-And how do we attract more females in the dairy beverage category? Considerations include; range, the role of health, promotional mechanics and tailored communications.