- Recruit the health-conscious shoppers with the HSTC and Zero portfolio.
- Drive Cold availability across relevant touch points in store to convert impulse shoppers.
Channel Strategy Toolkit
Channel Strategy Toolkit
Large Store Conventional
Shopper Profile
Retail Environment
Large full‑service grocers offering extensive assortments, strong fresh food departments, and a mix of premium and mainstream brands. More focus on quality, service, and merchandising.
Shopper Motivations
Shoppers seeking quality fresh produce, branded goods, and a pleasant shopping experience. Willing to pay a bit more for service, assortment, and trusted national brands.
Key Customers
Boomer and Gen X Females
Psychographics & Behaviors
Life Style
Passion Points
Digital
Key Metrics
Quick trips represent the greatest percentage of trips,
but stock-up trips are the most valuable
Quick Tips
Convert Quick Trip shoppers with ambient display touchpoints along Lobby, HMR, end-caps, and check-out coolers
Drive basket incidence with pantry stocking & fill up trips through high-impactful lobby displays, in-aisle beverage executions and perimeter pallet executions
Large Store: Beverage Occasions in NARTD and KO
Quick Tips
Capitalize on the largest occasions through targeted messaging on Relaxation and Meals with best in class ambient displays
Source: BEACH Occasions Dashboard Large Store (excludes Alcoholic drinks and Tap water) • BEACH Proprietary Survey (Canada) • Rolling 12MMT December ‘2024
Connecting with the Shopper
1. AVAILABILITY
2. ACTIVATION & POI
- Create multiple high impact touch points in-store to build baskets and drive frequency
- Scale up execution of Zeros, Premium Hydration and Sports portfolio to attract health-conscious shopper
- Maximize outcomes with the G.O.A.T calendar to drive engagement in store with consumers passion points
3. HRM
- Amplify HMR execution to drive purchases and increased baskets with the convenience seeker (Cold & ambient displays, food combo activation)
4. DIGITAL
- Convert digital shopper by integrating G.O.A.T marketing initiatives into retailers' programs and websites
- Integrate ad activity and marketing activations in digital flyers
Convert the Non-KO shopper with cross-category touchpoints in key high traffic areas
Source: P2P, Retail, Visited Location in Store for a Retail Beverage Trip (CL2), Supermarkets, Q4 2024
Source: Numerator Insights, Basket Composition, Trip excluding Manufacturer = Coca-Cola, Conventional Grocery, L52 Weeks P/E May 2025
Source: Numerator Insights, Basket Composition, Trip excluding Manufacturer = Coca-Cola, Conventional Grocery, L52 Weeks P/E May 2025
Quick Tips
1. Intercept the Non-KO shopper in areas we know they are more likely to visit, like Produce, Bakery, HMR (Prepared Foods) and Meats
2. Execute ambient display in high traffic sections
Target convenience seeking HMR shoppers to build basket incidence with food
Shoppers are turning to the HMR for ‘at home’ meal solutions
Both meal components and ready-to-eat solutions
Dinner is the most relevant occasion for HMR
Sobey’s, Loblaw’s, Metro & Walmart represent approximately 70% of HMR Share of Wallet
Beverage Incidence with Food is High!
94% of diners get a beverage while dining in!
91% of diners get a beverage with take out
65% get a beverage with food delivery!
Combo meals are on the rise
Demand for greater value and complete meal
Drive incidence via Combo purchase promotions for Dine-In and Take Home
Consumers prefer Coca-Cola with their meals
#1 brand consumers say ‘Complements My Food”
3x the rate of the closest competitor (Meals Occasion)
Source: Canadian Retail Meal Solution Report- Technomic 2019; NPD Crest PE Jan-Dec 2022; Tl Food Service All Channels;
Conventional shoppers over index in Zeroes with KOZ and DKO leading the charge
Source: Nielsen NIQ, National Conventional GB+DR+MM, L52 Wks P/E June 07 2025 vs YA
Index: Category in Sub Channel vs. Category in AMC
Index: Category in Sub Channel vs. Category in AMC
Quick Tips
1. SSD is the largest NARTD category - critical to activate with multiple POIs, ambient and Cold, to win with the shopper
2. Zero sugar an opportunity in line with health-conscious shopper
3. Flavours remains a big opportunity at a strategic level – pulse in key activation windows
Leverage Still portfolio to convert and build basket with the health conscious Shopper
Source: Nielsen NIQ, National Conventional GB+DR+MM, L52 wks P/E June 07 2025
Index: Category in Sub Channel vs. Category in AMC
Vol Mix: Brand share of CCNA Stills in Conventional GB+DR+MM, L52 wks P/E June 07 2025
Index: Category in Sub Channel vs. Category in AMC
Vol Mix: Brand share of CCNA Stills in Conventional GB+DR+MM, L52 wks P/E June 07 2025
Quick Tips
1. Increase listings and drive availability of Fuze Tea, Peace Tea, Core Power, VitaminWater to drive sales with Conventional shopper
2. Activate multiple touch points with Stills portfolio such as end caps, ambient display, and check outs
3. Waters across Sparkling and Still continues to be an opportunity with high category contribution but low KO index