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Top-up shopping is replacing stock-up - Coca Cola HBC

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Challenging macroeconomic conditions have changed the way consumers shop, according to research from Coca-Cola HBC

Coca-Cola HBC released its integrated annual report last month

Coca-Cola HBC released its integrated annual report last month

The Switzerland-headquartered Coca-Cola bottler, which operates in Europe and Nigeria, said in its annual report that consumer habits have shifted towards small baskets for top-up shopping, rather than larger, stock-up shops. CCHBC said the shift has been caused by the impact of the global financial crisis. 

"Established and developing markets are facing relatively high unemployment and deflation while emerging markets are impacted by lower oil and commodity prices and high currency-related inflation," the company said. "Disposable income and corresponding household expenditure continue to be lacklustre."

CCHBC said this has caused many countries to shift towards "organised trade" such as discounters and supermarkets. CCHBC's data suggests sales in these outlets are growing faster than in traditional convenience stores. 

To compete, CCHBC will focus on smaller-sized packages and increased transactions.

"We are targeting specific occasions such as 'Coke with Food' within the framework of increasing household penetration. Our aim is to provide our consumers with a 24/7 offering, a product for each part of the day, every day."

The growing importance of the convenience channel is not limited to soft drinks. Click here to read our consumer trends focus. 


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