Soft drinks large bottles take home size
Behind the numbers

Drink-later formats still make up 62% of the soft drinks category, despite on-the-go soft drinks returning post-lockdown. Getting pricing right over the summer period is key, but where are the opportunities?

Most of the lines analysed this week are charged at their most-common price by most retailers, with two key outliers. Sixty per cent are selling Pepsi Max 1.5l for as much as £2.49, nearly double the most-common price of £1.29, set by 38%. This contrasts with the brand’s 2l format, which 70% of retailers charge the most-common price of £1.99 for, with just 29% going as high as £3.30.

Fanta Lemon 2l presents the other main opportunity, with 58% pricing it as highly as £3.09, a 70p increase on the most-common price set by 41%. Still soft drinks show much less potential – 83% of retailers charge Robinsons Orange Squash 1l and Sunpride Pineapple 1l at their most-common prices of £1.89.

Take-home soft drinks price checker

PEPSI MAX 2L

Use the price-checker chart to see what the most common prices are for a key line in the category.

Retailer views on take-home soft drinks

“Our range spans 12 metres and is non-refrigerated. Sales have dropped slightly because people are back at work. I’d say they’ve declined by about 10%. We haven’t had a summer uptick. Our multipacks do extremely well, especially the Coca-Cola range – eight- and 10-packs. Londis has been running good promotional prices on those packs for the past several months. Pepsi Max, Tango and 7Up 24-packs are also popular. We don’t have any own-label brands and we only stock 2l bottles, with the exception of Coca-Cola, which is 1.75l.”

“We have quite a big take-home soft drinks range, spanning about two metres, and it’s all refrigerated. People go for small sizes, but if you’ve got a family, it’s good to have that option. Small bottles are for on-the-go missions, it’s a different purchase. We sell a lot of multipacks now, partly due to promotional pricing. Some are on everyday low price, but a multipack is always good value for money. We don’t have any own-label take-home bottles or have a cheap value brand. With refrigeration costs, you need to be selling popular brands.”

Cola and carbonated drinks price distribution

Use the price distribution table to see the range of prices being charged on 12 key lines.

Must-stock premium cola and carbonated drinks

Use the must-stock products chart to see the percentage of retailers charging above, below and at the most-common price.

Read more Pricewatch and get expert product price comparison analysis and retailer insight on all the key products in your store

Data supplied by the Retail Data Partnership, a specialist data and EPoS supplier committed to serving the independent retail sector