Coke Offers Roadmap to Category Growth

Oct 11, 2002

Thirsty consumers are walking out of and driving away from convenience stores without making beverage purchases, according to a new Coca-Cola study, 2002 Consumer Segmentation Research: Roadmap to Beverage Research Category Growth.

According to findings from this in-depth study of consumer buying behavior:

  • Twenty-seven percent of consumers describing themselves as “thirsty” leave convenience stores without buying a beverage.

  • More than 18 percent of consumers that planned on making a beverage purchase leave the store without having done so.

The primary reason given by consumers for not making a beverage purchase is not being able to find what they want in the store.

Other study findings included:

  • Sixteen percent of c-store shoppers are responsible for 50 percent of total dollars spent in the beverage category.

  • These heavy shoppers visit convenience store locations daily.

  • Heavy consumers of beverage products are equally divided between men and women.

  • Medium users are most likely to be women. This group represents approximately 40 percent of dollars spent in the category.

  • Teenagers account for less than 10 percent of total beverage category spending.

Moderator’s Comment: What are the biggest impediments
to and opportunities for growing beverage category sales in convenience stores
and other channels?

We can’t help but wonder what percentage of consumers
can not find what they want because those products have been knocked off the
shelf due to slotting deals or a beverage manufacturer’s emphasis on meeting
a core brand’s volume goals. [George
Anderson – Moderator

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