Hot Beverages Category Advice

1. Stock the right range

53% of shoppers change store if they try and fail to purchase their desired product after only or attempts. Ensure you stock the leading brands from each segment to aid shopper satisfaction and maximise your sales.

2. Make it visible

52% of shoppers purchase coffee in your store because they have run out - help guide them to the category with . 17% of shoppers did not realise their convenience store sold Hot Beverages. Shoppers will think it's it in store!

3. Make it available:

Ensure constant availability of the range - 43% of failed purchases were due to not stocking or shoppers thinking Hot Beverages were not available.

1.Regular

£38m, half of all your sales are going through this, the most important segment. NESCAFE Original is your No.1 SKU

2.Café style

£6m, growing at 25% year on year. This segment offers quick and easy coffee shop style coffees in the home capitalising on convenience and indulgence trends. NESCAFE accounts for 96% of the segment within convenience.

3.Hot Chocolate

£8m, growing at 6% year on year. New products drive the category. Aero was the best launch of 2006.

4.Premium

£22m, growing at 6% year on year. This accounts for over 25% of Instant Coffee sales and therefore deserves the right amount of space. NESCAFE Gold Blend is the No.2 instant Coffee brand.

5. Coffee Enhancers

£2m, growing at 7% year and year. This segment provides quick and convenient way to whiten coffee. Coffee-Mat accounts for 90% of the market and is driving growth.
6. Ground Coffee
Worth £8m and growing 12% year on year.

7. Connoisseur

£3m, growing at 24% as people's desire for indulgence grows. NESCAFE Alta Rica is the No.1 SKU in this segment.

8. Decaff

£5.7m. As the health/balanced lifestyle becomes increasingly important, Decaff offers a choice to those consumers who wish to cut down caffeine intake.

9. Regular Tea:

Worth £64m and growing 4% year on year.

10. Speciality Tea

Worth £5m and growing at 15% year on year.

N.B. Information form HIM! CTP 2004 / 2005 / 2006 and IRI Total Covenience 52 weeks to w/e 16th June 07