The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreApr 2018
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While the growth of grocery internet retailing is a major long-term opportunity for soft drinks, it is not without serious challenges in terms of driving (or simply sustaining) impulse beverage occasions. This spotlight report explores how manufacturers of major beverage brands can begin to think about the future of impulse beverages, as physical grocery shopping trips migrate online and omnichannel shopping habits grow.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Online beverages sales re low outside of South Korea and a few sophisticated digital retail environments. As part of the weekly shop, beverage sales growth is strong but sustaining the growth of high-margin chilled, immediate-consumption drinks sold in-store will be difficult.
The biggest soft drinks brands are accomplished CPG marketers, with a sophisticated, cross-channel presence on social and corporate media channels to sustain consumers awareness online. However, direct-to-consumer marketing from controlled platforms can add a further dimension. Closer partnership with pure-play and hybrid grocery e-commerce partners can reduce product availability lag-times and maximize the exposure of the impulse “aisle” online.
Pure-play and ecommerce platforms can drive "moments" for consumer impulse in the shopping. Targeted advertising, created "impulse" offers during checkout, as well as frictionless automated opportunities at online order collection points or smart lockers, can all drive growth.
Maximising strategies in omni-channel grocery is the top priority.
The unrelenting declining number of physical grocery trips drives development of new impulse occasions. There are many potential away-from-home impulse opportunities to be exploited by brand driven campaigns.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.