Life on the Go
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 20.5% of soft drink category spend*
Who is the typical ‘Life on The Go’ Consumer?
Emma and Mark are in their mid to late
twenties/early thirties (45% are 18-34yrs).
Although many of their contemporaries have
not started a family yet (64% do not have any
children in the household) some do have preschool
children. They can be found in all parts
of the country.
What makes them tick?
- They have a really busy lifestyle and a relaxed attitude towards food and drink.
- They often eat and drink ‘on the go’ and are not especially health conscious.
- Their careers are very important to them.
- Due to their busy lifestyle, they shop ‘on the go’ as well, so Convenience is absolutely key.
- They have a high degree of spending power and are more likely than other groups to pay a premium for soft drinks.
- They spend a lot on soft drinks for themselves and their kids (if they have them).
- Image is important to them, and they like to spend a lot of money on clothes.
- They also like to buy new products before their friends do.
- The look of the packaging, advertising and branding is more likely to influence them than others.
Where do they shop?
Outside of their main weekly shop, they are much more likely than most to be buying from impulse outlets, forecourts and newsagents.
Key Products:
From Left to Right (click for more info):