Coca Cola Enterprises Unveils New 5 Year Vision For UK Soft Drinks
A report just launched by Coca‑Cola Enterprises (CCE) has unveiled its new vision for the future of the UK soft drinks category and to unlock £2.1 billion of category growth. As a manufacturer and provider of a world class portfolio of brands, CCE has launched the new report as part of its on‑going commitment to working with its customers to grow soft drinks sales responsibly and sustainably.
‘See The Opportunity’ is the result of a £2 million, two year research programme that was initiated to understand the future growth potential for soft drinks. An in‑depth study of customer needs, as well as shopper and consumer behaviour, was undertaken to enable a detailed level of understanding of the factors that will impact the future of the GB Soft Drinks category.
The research has revealed that there is an opportunity to grow the category, which is currently worth over £11 billion, by a further £2.1 billion over the next five years. Much of this will be delivered by ‘organic’ factors such as population growth and market dynamics.
However, of this figure, ‘See theOpportunity’ details a £793 million incremental sales opportunity in soft drinks that can be unlocked by delivering just one more soft drink ‘moment’ per household per week.
One of the main findings in the report is the identification of six key specific consumer occasions, or ‘moments’, that if fully realised can deliver significant incremental 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.
Simon Baldry, Managing Director of CCE.
In line with the results of the study, CCE is using the findings in ‘See The Opportunity’ to work with its customers to develop future plans that will assist in driving this growth.
Simon Baldry, Managing Director of CCE, says: “Soft Drinks continues to be a huge category that is full of opportunity and this research reveals that there is a strong potential to grow sales by £2.1 billion over the next five years.”
He continues: “To help realise this ambition, we must act on our greater understanding of what consumers and shoppers want and work in partnership with our customers to find new ways to engage with them along the path to purchase. ‘See theOpportunity’ is the start of a new exciting journey. It forms an important part of our ongoing programme and commitment to grow soft drinks sales responsibly and sustainably as we look to build business through everyday moments.”
In Great Britain CCE employs around 4,400 people across England, Scotland and Wales at manufacturing sites, offices and depots. CCE is also the sole licensed bottler for products of The Coca-Cola Company in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.
