Grab-and-Go Sales on the Rise

Packaging Digest offers tips to help retailers leverage the growth of the grab-and-go drink segment.

June 19, 2013

OAK BROOK, IL – Packaged Digest recently highlighted the success of grab-and-go drinks at grocers, convenience stores, drug stores, and mass merchandisers. 

In 2012, the category grew 6% in traditional stores and 11% in convenience stores, significantly outpacing the growth of the beverage category as a whole, which grew 2.6%, according to IRI estimates.

For leveraging the strength of the grab-and-go trend, Packaged Digest offers these tips:

1. Hydration + nutrition = sales: For success in this category, think beyond soda and instead focus on nutritional beverages that include coconut water and teas, juices and energy drinks. “Convenience isn’t enough; consumers are also clamoring for beverages ‘with benefits,’” Packaged Digest said.

2. Focus on natural and organic: Consumers seeking healthful benefits from their drinks are looking beyond just nutritional information and settling on “natural” and “organic” labels. While organic foods and beverages garnered less than 5% of the overall market, they grew at roughly 9.5% in 2011 versus 4.7% growth in conventional products, according to a recent Organic Trade Association survey.

3. Size right: Single-serve packages experienced strong growth in the convenience channel, according to IRI, up 12.3% in ready-to-drink coffees, 10.1% in ready-to-drink teas, 7.1% in sports drinks and 4.6% in waters. Additionally, consumers are searching for easy-to-hold packages with caps that are easy to drink from and resealable. 

4. Go green: Consumers have indicated in recent studies that they would pay more for products in sustainable packaging.

“Consumers are asking for products that respond to their immediate needs and are ready for consumption,” Packaging Digest concludes. “As the beverage category grows ever more crowded, smart companies will heed consumers' call for more health-conscious drinks, sustainably and astutely packaged to match the busy and mobile lifestyles that now predominate.”

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