These New Lucozade Pack Formats Respond to Consumer Demand
Michael Hemsworth — April 1, 2021 — Marketing
References: lucozade & talkingretail
These new Lucozade pack formats are being launched by the brand in the UK in response to consumer behavior as they spend increased amounts of time at home due to lockdown restrictions.
The announcement includes a 1.45-liter price-marked bottle as well as a 12-pack of 330ml cans which are priced at £2 and £6, respectively. The move follows the growth of at-home consumption, which is seeing one in four shoppers enjoying more soft drinks.
Head of Lucozade Energy at Suntory Beverage & Food Zoe Trimble spoke on the new Lucozade pack formats saying, "We know 60% of shoppers want specific drinks that meet specific occasions, and that 64% of consumers would buy a larger serve pack if it were available – making our new 1.45-litre bottles perfectly placed to help retailers meet the increased shopper demand for take-home formats. By introducing this new 12x330ml cans pack alongside the 1.45-litre bottle, we are playing a key part in expanding purchase occasions of both new and existing shoppers."
The announcement includes a 1.45-liter price-marked bottle as well as a 12-pack of 330ml cans which are priced at £2 and £6, respectively. The move follows the growth of at-home consumption, which is seeing one in four shoppers enjoying more soft drinks.
Head of Lucozade Energy at Suntory Beverage & Food Zoe Trimble spoke on the new Lucozade pack formats saying, "We know 60% of shoppers want specific drinks that meet specific occasions, and that 64% of consumers would buy a larger serve pack if it were available – making our new 1.45-litre bottles perfectly placed to help retailers meet the increased shopper demand for take-home formats. By introducing this new 12x330ml cans pack alongside the 1.45-litre bottle, we are playing a key part in expanding purchase occasions of both new and existing shoppers."
Trend Themes
1. Expanded Consumer Pack Formats - Expanding the sizes and varieties of pre-packaged drinks empowers customers to enjoy drinks on-the-go or at home efficiently.
2. At-home Consumption - At-home consumption of drinks is increasing as consumers are prone to lockdown restrictions, presenting huge sales opportunities for larger consumer pack formats.
3. Flexible Pricing Strategies - A flexible pricing strategy that complements the different pack formats and sizes will help the brand increase their customers and revenues.
Industry Implications
1. Beverage Production - Beverage production companies can invest further in innovative packaging designs to make their products more attractive and convenient for on-the-go or at-home consumption.
2. Retail Industry - Retailers can take advantage of the increasing demand for at-home consumption and stock up on these expanded drink pack formats, and adjust their prices accordingly.
3. Marketing and Advertising - Marketing and Advertising agencies can help beverage and retail industries in creating efficient pricing and promotional strategies in response to the size of drink products and consumer behaviour.
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