Coca Cola Enterprises reveals £2.1bn growth opportunity for soft drinks
The report detailed a £793 million incremental sales opportunity in soft drinks by delivering just one more soft drink ‘moment’ per household per week.
The main findings of the research identified six consumer ‘moments’ that, if fully realised, could deliver growth to the category. These include: Complete the Meal; Daytime at Home; Better Working Day; Live Life on the Go; Best Social Mix; Ready to Relax.
Nick Canney, vice president of sales & marketing at CCE said: “We are quite boldly saying we think there is a £2.1 billion growth opportunity. This is the North star for my team. Range and visibility are playing a key role. 20% of people change their soft drinks choice based on what was visible at the outlet.”
Simon Baldry, managing director of CCE added: The soft drinks category is worth over £11 billion. It still surprises me that ciders are much more visible than soft drinks, even though soft drinks bring in more revenue.”
CCE’s in-depth report, entitled ‘See the Opportunity, was part of a £2m, two year research programme and described by the soft drinks behemoth as “the most thorough work the company has ever done”.
