Shopping for Soft drinks - what is driving purchase decisons?

Last week we asked 750 Shoppers for their feedback on buying soft drinks and explored the growth of "Non traditional Soft Drinks" and how things have changed since our bencmarking study 

Here is a quick summary:-

Click this link for the headlne results 

The soft drinks aisle is no longer just about refreshment — it is becoming a health, function and lifestyle decision.

That matters because many retailers are still merchandising the category as if shopper needs have not changed.

Traditional soft drinks are under pressure as health concerns move from niche consideration to mainstream purchase driver. More shoppers are questioning sugar, artificial sweeteners and products they simply do not see as good for them.

At the same time, so-called “non-traditional” drink (energy, sports, cold coffee, kombucha and vitamin-enhanced options) are no longer niche. They are becoming everyday choices, driven by needs like focus, gut health, immunity and mood support.

The problem is that most fixtures have not kept up.

Our research confirmed that the vast majority (80%) of Shoppers make the final decision on what to buy at shelf, yet the category is still harder to shop than it should be.

Labels are difficult to read, benefits are not always obvious, and the shelf is rarely organised in a way that reflects how people actually buy. In a category becoming more functional and more fragmented, poor navigation is no longer a small execution issue — it is a growth barrier.

This is where retailers and brands need to be more honest with themselves: range expansion alone is not enough. If the in-store experience is confusing, shoppers will default, delay or walk away.

That is why in-store shopper research is becoming more even more critical for business success.

Retailers and Brands need to work together to understand what shoppers notice, what they ignore, what helps them choose, and what creates friction at the point of decision.

For Retailers, competitive advantage will not just come from stocking the right products — it will come from making the shelf make sense.

Brands must be easy to find, have impact on the fixture and clearly communicate relevent benefits.

If you would like to see the full results of our survey and discover how well your brand is performing in store, please get in touch 

robin@fieldagent.co.uk