ORC's SnackTrack 2002

Results of this year's annual ORC 'SnackTrack' study show that the UK impulse market for soft drinks is back in growth - up 4.4 percent in value terms, and 2.4 percent for purchases. Impulse sales are still dominated by colas (Coca Cola), but planned sales are now led by fruit carbonates.

The new research clearly reveals how colas continue to represent the largest drinks category bought on impulse. In this sense, the Coca Cola brand has easily retained its lead, claiming one in every five soft drink purchases in the UK. Diet Coke takes second place overall with 8 percent of the sector. However, as a category, colas have declined one percent from the previous year, mainly because Pepsi Cola has slipped from third brand in 1999 to seventh in 2001 - now attracting just 4 percent of total market share.

Fruit-based carbonates are the second largest UK category at present with18 percent of sales, having grown by 4 percent since 2000. However, while purchases of colas are more likely to be pre-planned (68 percent planned versus 32 percent bought on impulse), fruit carbonate impulse purchases are in fact greater (44 percent planned versus 56 percent bought on impulse).

ORC has also revealed that juice drinks form the third largest category, now holding 13 percent of UK market share. Energy drinks, such as Lucozade, now take 5 percent of the total impulse market, and Ribena also has a 5 percent market share. Plastic bottles continue to move ahead of cans, now accounting for 62 percent of impulse sector purchase (up 7 percent), versus 25 percent for cans (-6 percent). For the top brands, brand heritage is the key driver for impulse purchases (Coca Cola, Diet Coca Cola, Pepsi and Pepsi Max), with Fanta and Tango still having some way to go in terms of branding.

Commenting on the study, Nick Mawditt, head of consumer, trade and retail research at ORC International said, 'Factors influencing the soft drinks market include a wide range of variables ranging from highly unpredictable weather, demographic trends, health issues and the general economic climate. SnackTrack helps us understand every dynamic of category shopper and consumer trends and behaviour. It also helps us evaluate key drivers of choice such as demographic differences, and understand whether consumers would switch brands for the sake of their preferred pack.'

Mawditt concluded, 'Our study confirms the importance of impulse purchasing in this market - and highlights the sectors - particularly fruit carbonates - where impulse buying is having the most impact. It is essential that manufacturers place high priority on motivators such as pack type, brand heritage and positioning, and in-store prominence, in order to target the more discerning impulse shopper.'

SnackTrack is a syndicated study launched in 1977 and originally known as the 'Confectionery Monitor'. The soft drinks element was added in 1999. Interviews were conducted at roughly 1,400 UK stores at the point of purchase during 2002.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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