New research conducted by Lucozade Ribena Suntory (LRS) has revealed an opportunity to grow the soft drinks category by £1.4bn.

The research identified six key category drivers and the six simple changes to shopper behaviour that could alter the value of the soft drink sector. Within the forecourt channel that could equate to as much as £2,870 per store.

The six key category drivers are

Active and Effective Lives, where consumers are looking for soft drinks for mental and physical support. LRS says there is an opportunity to get 15% more households to buy into drinks that support an active lifestyle, serving up an extra £330m in sales across the total market.

Healthy Goodness, where shoppers are looking for drinks such as juices and smoothies, juice drinks, kombucha and water. LRS says buying these drinks just once more a month could deliver £145m.

With Food occasions could serve up £215m more sales.

Special Experiences ’providing the best soft drinks in the most important moments’, could add £330m.

Tastier Healthier Refreshment swapping regular soft drinks for low- and no-sugar variants just twice more a year could add £240m to the category.

Water lovers six more purchases over 12 months could add £215m of sales.

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