For each degree the temperature rises, demand for soft drinks can go up by as much as 5%
AS the mercury rises, the chillers empty. Lucozade Ribena Suntory is urging retailers to get set for summer by stocking up on the products everyone wants when the heat is on.
“Rising temperatures present an excellent incremental sales opportunity,” said soft drinks category director Georgina Thomas. “Nielsen research shows for every degree the temperature rises above 14C, there is a 2-5% increase in sales, which varies by segment. Once the temperature reaches 20C, retailers can expect to see a strong sales uplift across all key categories.”
The increase in water is measured at 34%. For carbonates it’s 22%, juices rise 20%, sports and energy go up 18% and cola rises 15%.
She continued: “We advise retailers to maintain chilled availability on key segments and brands.”
She identifies PMPs as key, especially for sports and energy drinks. Quoting Nielsen figures she said: “PMPs have driven 36.4% value growth compared to a standard straight pack.”
To take advantage of that trend, the company has an exclusive 79p PMP for the convenience channel. The offer covers key SKUs including the recently launched Brazilian-themed Lucozade Sport Brazilian Guava Flavour and Lucozade Energy ‘The Brazilian’ Mango & Mandarin.
With the beachwear season looming, Thomas stresses that calorie-counting consumers need plenty of options.
“We recommend retailers stock a variety of products which will appeal to health-conscious consumers, such as the Ribena Light range, she said.
“Ribena Light has no added sugar, a consumer’s daily dose of vitamin C, and is low in calories. However, it is still important for retailers to also stock the core range, which is driving the juice drinks segment and will help drive sales across the category.”
