Value Conscious Gatekeepers

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 30.6% of soft drink category spend*

Who are they?

Value Conscious Sarah is aged between 25-34 and lives with her partner and two young children.(44% have kids under 5 years, and 18% have kids aged 6- 8 years). This group is well represented nationally.

What makes them tick?

Sarah does not give in to pester power. Whilst it is important the drinks she buys will be liked by the kids, they have to be acceptable to her too.
She spends a lot of time with her young family and what they eat and drink is important to her.
Sarah is keen to keep an eye on what she is spending and will often compare prices before making a decision.
Special offers/Promotions usually encourage her to try something new.
She spends a lot of money on drinks and is driven by �deals�. Price marked packs are something she looks out for when top-up shopping.
She chooses low and no added sugar drinks for her kids.
She checks the labels on the food and drink products that she purchases for the family.

Value Conscious

Where do they shop?

Sarah buys soft drinks for herself and for her children.
She mainly uses impulse and convenience shops to �top up� buy drinks between main weekly shops.
She also buys single serve drinks for her young children on days out, holidays and when out and about.

Key Products: