Insights
Cola is the number one soft drink and has been the biggest driver of soft drinks over the last 15 years[1]. It is hugely important in hospitality, accounting for £6bn in soft drink sales in 2023 and over 3.6bn occasions[2] and is something your venue can’t afford to be without. So, what can you do to tap into the reign of cola?
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Enjoyment is key for cola with 9 out of 10 cola occasions being chosen for enjoyment7. Taste is the main driver with 68% of cola consumers choosing the drink as they enjoy the taste, followed by refreshment (51%)8. We know that the temperature of a soft drink adds to the taste appeal and a cold drink will always be the most refreshing, so ensure you are always serving your cola over ice, or when restocking your chiller, stock from the back to avoid customers selecting a warm bottle or can from your fridge. 41% of soft drinkers see soft drinks as a low cost way to boost their mood9 so getting the serve right and always having stock available will mean customers know they can always rely on your venue for that low cost treat!
Despite the cost of living crisis, consumers maintain the ‘drink less but better’ mindset, looking to premium options or experiences. We know that immediate consumption soft drinks has the highest penetration with Gen Z shoppers (68%)10 and they are also more sober than any other generation11. Therefore elevating non-alcohol drinking experiences in and out of the home is increasingly important.
To provide a truly indulgent experience, encourage diners to trade up by simply adding a Mathieu Teisseirre syrup to elevate their Pepsi serve and make a fun mocktail, just like this Candy Cola recipe. To further elevate drinks, consider branded glassware and ice garnishes, providing consumers with the style and quality they’re looking for when enjoying a drink out.
Socialising occasions, particularly with food, are on the rise. These occasions are key to Gen Z, offering another opportunity to not only re-engage existing customers but recruit more Gen Z into cola to drive relevance with the next generation out of home.
Cola goes well with food and is the number three category driver after 'great tasting' and 'lift your mood'12 therefore offering Pepsi on your menu can help grow your food occasions too. Each year, 85% of cola occasions are paired with food,13 with evening meals being the biggest occasion, highlighting the importance of offering a variety of meal deals that include Pepsi.
Taking advantage of food and drink combos not only enhances both value and quality perceptions for the customer, but it can also help increase order sizes and drive more sales growth. Pairing burgers with Pepsi is a classic combination, made even better with the recent rebrand. Rolling out across the Pepsi MAX®, diet, regular, and flavoured cola ranges, the rebrand will also be supported with new glassware and bottle formats, allowing operators to excite customers with a complete drinking experience. To see what foods pair best with cola, take a look at our food & drink pairing guide.
Despite the huge growth, it is flavoured colas that are growing three times faster than unflavoured cola, bringing with it a younger consumer & more consumption moments3. 34% of consumers under 28 feel that brands that regularly release new flavours are more appealing4 however they currently only account for 7% of all cola buyers, spending the least and buying less often5. Therefore flavour presents an opportunity to drive this next generation. With Pepsi MAX® being the leaders in flavoured cola6, stocking the full Pepsi MAX® flavoured portfolio including Lime, Cherry or the latest flavour, Mango could see you tap into the Gen Z market and gain some key incremental shoppers.
Pepsi MAX® is the fastest growing cola brand, driving +69% value growth over the last 4 years14
Pepsi MAX® is in more households and & consumers buy more Pepsi MAX®15
Pepsi MAX® is the best tasting. 70% prefer the taste of Pepsi MAX16
Pepsi MAX® are the leaders in flavoured cola17
1. CGA – Foodservice and Licensed– Britvic Defined Cola– Value & Volume Sales – MAT to 29.09.23
2. Kantar Worldpanel Online – OOH – Britvic Defined Cola – exclusive buyers % - MAT to 23.01.23
3. Kantar Worldpanel Online – OOH – Britvic Defined Cola – exclusive buyers % - MAT to 23.01.23
4. Kantar Worldpanel Online – Take Home – Total Soft Drink Segments – Demographic by Age – MAT to 18.02.23
5. Kantar Worldpanel Online – Take Home – Britvic Defined Cola – Spend per buyer - MAT to 23.01.23
6. NielsenIQ RMS, Total Coverage, MAT Value Sales to 28.01.23 | Pepsi Max flavours, Britvic Defined, MAT to WE 28.01.23
7. Kantar Usage data Total IH & CO 52 W/e 19th March 2021
8. Kantar Usage data Total IH & CO 52 W/e 19th March 2021
9. Kantar Usage data Total IH & CO 52 W/e 19th March 2021
10. Kantar Worldpanel Online – Usage Panel – Britvic Defined Cola – Occasions (actual) by when - MAT to 19.01.23.
11. Mintel Fruit Juice, Juice Drinks and Smoothies - UK – 2023
12. source GB 2022 BMS)
13. Kantar Worldpanel Online – Usage Panel – Britvic Defined Cola – Occasions (actual) by when - MAT to 19.01.23.
14. NielsenIQ RMS, Total Coverage, Pepsi MAX, Value Sales Growth, MAT 4YA to WE 5.11.22 .
15. Kantar WPO , Take Home, Cola , Pepsi Max, Buyers & Volume per Buyer ,52 WE 16.04.23
16. in the 2022 Pepsi MAX Taste Challenge, in a blind sampling in the UK between 03.08.22 & 02.10.22, 24,296 of 34,322 people preferred the taste of Peps MAX to the UK’s biggest selling full sugar cola. For verification go to pepsi.co.uk/faq
17. NielsenIQ RMS, Total Coverage, MAT Value Sales to 28.01.23 | Pepsi Max flavours, Britvic Defined, MAT to WE 28.01.23
18 Kantar Usage data Total IH & CO 52 W/e 19th March 2021
