MAKING IT BIG IN BEVERAGE: ONE EYE ON THE CONSUMER AND ONE EYE ON THE COMPETITION

Competing in the beverage categories is a tough business. Shelf space is limited; shoppers buy beverages for various needs and motivations; and they are faced with an abundance of choice. Keeping a close eye on consumer needs, as well as on the performance of like-categories, can avert falling behind in the beverage game.
In 2017, Kiwi shoppers spent approximately $3.3 billion on beverages within New Zealand’s supermarkets. While beverages are experiencing dollar growth, beverages as a whole have grown behind total market value for three of the last four years. Had beverages continued to grow at the same rate as the total market, they would have been worth an additional $53M in 2017. Nielsen – Read more…