Prepare to meet demand for family parties
THE holidays are coming – and there isn’t a brand that knows this better than
Coca-Cola.
And Coca-Cola Europacific Partners says soft drinks present a big opportunity to drive growth.
Senior trade communications manager Amy Burgess said: “The category was worth a massive £809 million to retailers during December 2021, up 8.7% compared with the same period in 2020, and saw the second biggest growth year-on-year across all of food and drink.”
Burgess said CCEP expects big nights in to continue as a key opportunity for retailers over the Christmas period, particularly as shoppers continue to manage through challenging economic conditions.
She added: “Occasions like this bring friends and families together – whether it’s for a sophisticated evening meal or a relaxed movie night.”
CCEP stresses that adult soft drinks can be a popular choice for consumers looking for an alternative to alcohol. For example, Burgess pointed out, sales of Appletiser were up 26% in December last year.
Burgess said visibility in-store is key to unlocking seasonal opportunities for growth, especially for brands running marketing campaigns.
She added: “We’ve a host of activities planned to get people in the festive spirit this Christmas, which will include activations designed to create excitement in stores.”
