Coca-Cola Research reveals customers’ buying habits
ATLANTA — New research by The Coca-Cola Co. Knowledge & Insights group identifies aspects of the future consumption beverage shopper, an important customer for convenience stores and any retailer with a significant packaged beverage section, according to the company.
Compared to the average convenience retail shopper, the future consumption beverage convenience retail shopper is more likely to be a younger male, Hispanic and married; be from a larger household; be the primary grocery shopper for the household; and prepare for the trip with a shopping app.
Trips made by this shopper are also more likely to take place in the afternoon and evening from Thursday to Sunday and last for six-plus minutes. The purpose of these trips is more likely to buy grab-and-go, ready-to-eat and fill-in food, along with chips and cigarettes; and the basket of three-plus items costs $10 or more.
On average, future consumption beverage shoppers who buy two-liter bottles spend $2.80 on beverages only, purchase 1.6 two-liter bottles and are more likely to buy salty snacks. The average future consumption beverage shoppers who buy 12-packs spend $6.25 on beverages only and purchase 1.2 12-packs.
Coca-Cola recommends that the convenience retail store layout should feature a “store within a store” that caters to future consumption beverage shoppers. For example, it could include a grab-and-go section for the traditional convenience retail shopper on a quick trip and a mini-market section for the future consumption beverage convenience retail shopper on a fill-in food trip.
