How Immediate and Impulse Consumption of Soft Drinks is Changing

Introduction

Scope

Key findings

Impulse and Immediate Consumption

Immediacy and impulse: driving growth, but facing new pressures

Defining immediate consumption and the impulse occasion

How big is the impulse/immediate segment of packaged beverages?

Demographic and retailing changes support growth in single-serve

Immediate consumption constitutes a major source of industry profits

Rebalancing Impulse

The challenge in summary: rebalancing immediate consumption

The threats posed to the immediate consumption occasion

Economising consumers propel growth in discount and dollar

Health and wellness changes consumer habits and retailer strategies

Grocery e-commerce boosts future consumption but threatens impulse

Consumer shopping routines and attitudes to impulse are changing

On the other hand, consumers snack more than ever

Impulse occasions allow consumers to experiment with new flavours

Impulse should also reflect demand for mindful, sustainable beverages

Losing “moments” as consumer attitudes and shopping behaviours change

Impulse Beyond Retail

Finding the new occasions in our daily routine

Filling in the gaps: exploring alternative, non-retail impulse moments

Diversity of global snack times illustrates possible missed opportunities

Foodservice is becoming a much bigger part of immediate consumption

Growth in new, hybrid modes of foodservice is paramount

The next generation of automated beverage merchandising

Better impulse beverage options in major transport hubs

Ride-sharing and short-term lodging services as impulse moments

Disrupting institutional routines to promote immediate consumption

Alternative impulse channels have room for growth

Retailer Strategies

So what can the store do?

Driving immediate consumption purchases in dollar/discount channels

Promoting immediate consumption in traditional channels

Immediacy and choice at the new checkout

Building impulse and immediate opportunities into e-commerce

Conclusions

Omnichannel, omni-occasion: making every category more like coffee

Ingredient versatility to meet impulse moments throughout the day

Maximising opportunities in impulse and immediate consumption

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