Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
CommentaryCarbonated Soft Drinks

Beverage Beat: Prepping for Summer Selling Season

Summer holidays bring waves of beverage promotions

By Elizabeth Fuhrman
April 4, 2011


Because it is officially spring, I’m pining for that first summer barbecue already. With summer cookouts, come retailer promotions tempting cost-conscious consumers into stores with good deals.

Beverages, especially carbonated soft drinks (CSDs), often get promoted as retailers have interest in using them to draw consumers into the store, says Richard Haffner, head of global beverage research for Euromonitor International, Chicago, in the 2011 Soft Drink Report on page 22.

MarketTrack, Chicago, in a recent review analyzed the promotional activity of 100 retailers across 62 markets for key summer holidays — Memorial Day, Fourth of July and Labor Day. CSDs were the most featured category among beverages when looking at front page share of voice (SOV) and saw an increase in 2010 vs. 2009. Retailers are still heavily promoting this category as it is a true traffic driver, the market intelligence firm says.

Additionally, MarketTrack saw a decline in promotions for bottled water in 2010. Sports drinks saw an increase in front page SOV, representing 9.1 percent front page SOV in 2010 compared to 6.7 percent in 2009. New product launches including Gatorade’s G Series Pro line and a move back to soda promotions by manufacturers in 2010 drove these shifts, the research firm says.

As expected, PepsiCo and The Coca Cola Co. were the leaders in front page SOV. Private label beverages, though, represent a significant front page SOV in drinks, with nearly 5 percent in 2010 among grocery retailers, MarketTrack says. In virtually all instances where private label was featured on the front page, the retailers promoted their products as an alternative to national brands, it says.

Across all summer holiday weeks, beer and beverage alcohol represent a smaller share of front page features, MarketTrack says. Beverage alcohol was featured most heavily in the week before Labor Day in 2010, representing 7.3 percent of front page SOV in 2010, higher than any other holiday, the research firm says. Beverage alcohol promotions showed the strongest week to week change for the week before Memorial Day vs. the week of Memorial Day, representing only 1.8 percent of front page SOV the week before vs. 3.4 percent the week of in 2010, it says. In 2009, beer represented 5.6 percent front page SOV during the week before July Fourth, dropping in 2010 to 2.9 percent front page SOV, MarketTrack reports.

Last year, 85 percent of consumers were influenced by store circulars, MarketTrack says. This was consistent with 2009, indicating that consumers’ mind-sets have not shifted significantly when it comes to seeking value, it says. In addition, 48 percent of consumers said if brands they use are featured in a store’s circular, it will prompt them to buy those items when on sale, and 39 percent of consumers will switch brands based on what’s on sale in the circular, MarketTrack says. The research firm also emphasized that manufacturers should continue to feature brands in store circulars to drive awareness and loyalty.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Elizabeth Fuhrman is a contributor to Beverage Industry.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Wine & Spirits
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • 2011 Soft Drink Report

    See More
  • Channel Strategies: Grocery store performance strengthens

    See More
  • Mass merchandise outlets bulk up

    See More

Related Products

See More Products
  • The-Soft-Drinks-Companion.gif

    The Soft Drinks Companion: A Technical Handbook for the Beverage Industry

  • GlobalData_Consumer.jpg

    Where Next for Bottled Water? Exploring consumer trends and innovation opportunities in bottled water

See More Products
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing