While retailers often promote carbonated soft drinks alongside CPG and frozen products, there is a lot of overlap between buyers of sodas and fresh foods, according to new research conducted by Nielsen Perishables Group for The Coca-Cola Co.
Cross-merchandising and cross-promoting carbonated sodas with produce, meat and deli products can increase trips and lead to more sales, the report suggests.
“The reality is that we in the food retail industry need to think as the shopper does about connections and solutions across the store,” Jonna Parker, director and project lead for the Nielsen Perishables Group, said in a statement.
The study found 86% of shoppers who buy yogurt and 65% of grape buyers also buy diet soda. Retailers could tie diet carbonated soft drinks to healthy snacking to encourage customers to purchase both a beverage and a snack.
Additionally, Nielsen’s research showed buyer overlap between regular soda and fresh ground beef was 76%. To capture those shoppers, retailers might create a meal promotion such as “Taco Night” that included the meat, beverage and related products.
Although there is not a strong connection between soda and the deli, the report said this is an area of opportunity for retailers. Growth of deli-prepared chicken and deli pizza is far outpacing their frozen counterparts, representing a chance for new carbonated soft drink shoppers with the right promotions.
“The findings of the study point to a huge growth opportunity in the convenient meals and fresh space in retail locations across both diet and regular carbonated soft drinks. With the right merchandising, adjustments can drive better shopper engagement and increased sales into 2016 and beyond,” said Joe Davis, director of shopper insights and headquarters initiatives at Coca-Cola.
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