Health Conscious Empty Nesters
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 10.6% of soft drink category spend*
Who are they?
Gill is in her late fifties (79% are aged 45-64). She does not work any more and lives
at home with her husband. She does not have the distraction of children at home
(98% have no kids under 18yrs at home). This group can be found in all regions,
(although there are slightly more in the West country).
What makes them tick?
- With no kids and no career, Gill has time to focus on looking after herself and the disposable income to do so.
- Gill is very health conscious.
- She likes to watch what she eats/drinks.
- ‘No artificial ingredients’, ‘sugar free’ and ‘no added sugar’ are what she looks out for.
- She doesn’t spend a lot on soft drinks.
- She buys a mix of own label and branded drinks.
Where do they shop?
- She mainly shops at supermarkets.
- Gill does very little impulse soft drinks shopping and is therefore not an important consumer for convenience outlets.
Key Products:
