Traditional Healthies
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 6.2% of soft drink category spend*
Who are they?
Derek is aged over 65 (88% are 65+). He lives with his wife and there are no
children in the Household (97% have no children under 18yrs in the household).
They can be found in all parts of the country (although marginally less likely to be
in Granada/Border).
What makes them tick?
- It would take a lot to persuade him to try something new, not even special offers would do it.
- He is unlikely to be the first to try new products.
- He appreciates the importance of eating healthily, but is rather set in his ways.
- When buying soft drinks, healthiness, fruit content and no artificial ingredients are likely to influence his choice.
- This group is the lowest spending group in relation to soft drinks.
- They prefer branded products, but will also buy some own label.
Where do they shop?
- Derek will mainly shop in small local supermarkets.
Key Products:
