Teen Power
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 22.2% of soft drink category spend*
Who are they?
Carol is in her mid-late 40s (63% are aged 35-54). She lives at home with her partner and two teenage
children, Amber & Josh (85% have kids aged 15-18, 33% have kids aged 12-14). They are well
represented nationally, with a slightly greater presence in Granada/Border (+5% vs average).
What makes them tick?
Mum: (Carol)
- Carol mainly buys soft drinks for the children. They have a big say in what she buys AND also have spending power of their own.
- Carol doesn’t worry too much about her children eating junk food.
- Carol is always busy and tends to buy what she knows her family will drink.
- Carol looks out for fruit content but this is not something that is at the top of the list for her teenage kids – for them it is perhaps more about fruit flavour than content.
Kids: (Amber & Josh)
- They like to try new drinks.
- They are very responsive to advertising and like brands.
- They have their own pocket money and/or wages, but like to spend it wisely. They look out for offers and promotions when buying soft drinks.
- The teenpower group are the second highest spending group for soft drinks.
- The teenagers themselves are key to the impulse sector as they have independent spending power and a high degree of influence on mum’s purchases.
Where do they shop?
- Mum does lots of top up shopping at her local convenience store.
- She will also grab drinks for the kids while out and about.
- Her children tend to shop locally on the way to and from school and at weekends – newsagents, convenience, forecourts and impulse outlets are the places they favour.
Key Products:
From Left to Right (click for more info):