Convenience Junkies
Know Your Soft Drink Customers
The soft drinks market is made up of several different types of consumer. Each has their own purchasing behaviour and attitudes towards the category. We’ve conducted independent research to get to know these consumers better. Read on to find out who they are, why they are important to your business and which products are key to meeting their needs.
This group of consumers account for 9.8% of soft drink category spend*
Who are they?
Steve is in his mid fifties (69% are aged
There are no children under the age of
living at home). This group is present in
STV/Grampian and Granada/Border).
What makes them tick?
- Steve mainly buys soft drinks for himself. He also sometimes buys for his partner.
- Being a busy man he needs drinks to be convenient (readily available) as he is often on the go.
- He has a busy lifestyle and doesn’t spend much time looking after himself.
- He often eats snacks on the go.
- Compared to the average soft drink buyer, healthy and natural food is not a priority.
- Drinks with no artificial ingredients and no added sugar are not important to him.
- He is also keen on brands and not particularly price sensitive.
Where do they shop?
- He will buy drinks as part of his weekly shop from the supermarket.
- But he also buys more than other groups from convenience stores, newsagents and forecourts.
Key Products:
From Left to Right (click for more info):