A refreshing look at
Drinks customers
From soft drinks to sports and energy, the Drinks category is well established and trusted amongst Woolworths’ customers. But as taste and dietary preferences change the category has seen new emerging sub categories capture customers' attention.
Our Category Collection Drinks research sought to understand why and how customers are shopping in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category customers.
See what else we discovered about Drinks customers below.
We spoke to 3,000
Drinks customers
Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with Drinks category customers across 6 key sub categories.
The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.
customers
survey
We researched;
Soft drinks, sports drinks or iced tea, energy drinks, non-alcoholic drinks, mixers and water.
Soft drinks, sports drinks or iced tea, energy drinks, non-alcoholic drinks, mixers and water.
So, what did Drinks customers tell us?
Quality is more important than price
Taste and quality are the top purchase drivers, ahead of price across the Drinks category.
Product information, is key
Product ingredients and the functional benefits of drinks stand out most to customers when shopping.
A category of planned purchases
3 in 4 customers purchased from the Drinks category because they planned to.
Sub-Category Spotlight - The rise of Non-Alcoholic Drinks
47%
of customers Drink non-alcoholic beverages instead of soft drinks.
69%
of customers who purchase non-alcoholic drinks are open to switching brands.
41%
of customers look at product ingredients when deciding on their non-alcoholic product selection.
Book in your Drinks category deep dive session today!
Get in touch with the Cartology team to book in your Category Collection deep dive.
Source: Woolworths Gather Panel, Cartology, Category Collection customer research series; Baby, Drinks, Health & Beauty, Pet Care and Snacks 2023, Produce and Deli 2024.