Single Store Owner

JAN-FEB 2016

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18 JANUARY 2016 In addition to being convenient and easy to down, portable dairy and juice drinks are well-aligned with the consumer shift toward healthier snacks. Te added nutrition in these drinks, for example, such as protein, vitamins and antioxidants, caters to a preference that is particularly notable among the youngest—and now largest—consumer demographic. Findings from market research frm Datassential reinforce nutrition as a driver in consumers choosing juice and dairy drinks as afernoon snacks, but its BUZZ beverage track- ing program suggests that these drinks also have appeal for their satiation and novelty attributes. Te idea of sipping nutri- tious snacks has also gained ground in recent years thanks to cold-pressed juices. Emphasizing health-boosting properties and enhanced nutrients, they also tout interesting favors and combinations of both fruits and vegetables, which helps tie juice to health-oriented PM snacking occasions. Milk has been playing up its nu- trients too, focusing on protein (though dairy milk has been losing ground to non-dairy al- ternatives that also highlight that beneft). One category of note for c-stores looking to build afernoon snack sales with dairy drinks, however, is kefr. It's a small category overall, but IRI reports triple-digit growth for kefr in c-stores for the 52 weeks ending Nov. 1, 2015; dollar sales rose 145 percent over the year prior and unit sales were up 165 percent. Being recognized as both healthy and satisfying is a strength when it comes to beverages gaining credibility as snacks in their own right. And consumers are embrac- ing the idea. Another key fnding, from Mintel's 2015 research: More than a quarter of consumers (27 percent) report that they ofen have a beverage as a snack. —Jenny Anderson D A I R Y/J U I C E D R I N K S Juice, dairy drinks provide sippable snacking satisfaction Consumers indicating that added nutrition is important when eating a snack Daily beverage motivations: afternoon (among consumers who indicated that they had each beverage after lunch, but before dinner, the prior day) Juice drinks Dairy drinks iGeneration/ millennials (18-38) 2 2 1 3 3 2 Generation X (39-50) 1 2 Baby boomers (51-69) 2 Swing generation/ World War II (70-plus) 1 SOURCE: MINTEL, SNACKING MOTIVATIONS AND ATTITUDES–US, APRIL 2015 SOURCE: DATASSENTIAL BUZZ To give you nutrition/keep you healthy To fll you up/satisfy your hunger Change of pace beverage

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