The Hot Beverage Category in the UK Convenience channel is worth almost £200m and in the last year it has shown impressive growth of 5%1. Soluble Coffee is the largest segment within Hot Beverages with with sales over £91m (+0.4%)2.
Hot beverage shoppers are vital to convenience outlets
The average coffee shopper spends almost twice as much per visit compared to the average Convenience shopper (£8.94 v £5.31)3.
Hot beverage shoppers are also more likely to buy into other categories than the average Convenience shopper – average of 5.1 v 2.7 items per trip3.
It is essential that stores satisfy these shopper needs and provide the necessary space for products that are so important to their business.
How to maximise your sales
Retailers can maximise hot beverage sales by following these three easy steps:
1. Stock the right range Ensure you stock the leading brands from each segment to aid shopper satisfaction and maximise your sales. 78% of shoppers know exactly what brand they want to buy before entering the store4. 61% of convenience shoppers have 1 or 2 preferred brands of tea or coffee4.
2. Make it visible Over 30% of shoppers fail to purchase in Convenience retailers because they believe the shop doesn’t sell the item they want or they couldn’t find what they wanted in-store4.
Help guide them to the category with clear signage. Use beacon brands such as NESCAFÉ Original for regular coffees to signpost the sub category.
3. Make it available The priority for Convenience retailers is to ensure consistent product availability. 42% of shoppers failed to purchase a product because of out of stocks4. 100g jars of Instant Coffee are the core packs for Convenience.
Use the arrows on the right to scroll through the data, or sort it the way you want by clicking on the column headings.
Sources: 1. IRI, w/e 2 Jan 2010, 2. IRI total convenience 52 w/e 9 October 2010, 3. Him! CTP 2010 4. Him! CTP 2009 TNS
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