Is demand ahead of drinks supply?

ACCORDING to Red Bull, a recent survey revealed that although 98% of shoppers would buy a price-marked drink only 80% of retailers stock them.

With research revealing that 98% of shoppers would buy a price-marked drink, the major brand owners have put the price on a range of sizes and flavours including Rubicon fruit juice and Irn-Bru from AG Barr, sugar-free Red Bull and the recently launched Original flavour variant of Lucozade Zero in a 380ml bottle price-marked at £1.

Red Bull category development manager Rich Fisher said: “Within the convenience channel, PMPs can drive significant profit for retailers, with the Red Bull 355ml at £1.49 currently bringing in an average of £14.60 per store per week .”
Fisher added that when Red Bull reduced the RRP of the marked can from £1.59 to £1.49 it lead to a 14% in crease in rate of sale.
• Coca-Cola European Partners has made its recently launched Coca-Cola Zero Sugar available in a limited-edition 49p 330ml price-marked can.
Trade communications manager Amy Burgess said: “The value price is encouraging consumers to try the new addition to the portfolio and helping it to become a sustainable soft drinks choice.”
• Lucozade Zero in Original flavour is being made available in 380ml PMPs this month.
Lucozade Ribena Suntory commercial marketing director Mark Sterratt said: “PMPs account for 13% share of total value sales of Great Britain’s soft drinks.
“Currently 41.3% of soft drinks sold in the convenience channel are PMPs.”
• It is important to understand that value is not about cost alone, says AG Barr.
Marketing director Adrian Troy said: “While shoppers are looking for low prices, they are not prepared to compromise on quality.”
He added that Barr has PMPs across its Irn-Bru, Rubicon, Ka, Barr and Rockstar brands.
He said: “Our message to retailers is simple – stock up on price-marked packs of bestselling brands and watch your soft drinks sales soar.”