Welcome back the profit-producing single-serve market
Welcome Back The Profit-Producing, Trip-Driving Single Serve Market
Singles are back in convenience store baskets
55%
23%
18%
6%
3%
Spend per unit is on the rise, up
margins vs under 20% category average
Sources: Source Numerator Panel Gas & Convenience, 52-weeks ended 9/12/2021; National Convenient Retailer
Win Singles-Win the Beer Category
61%
All stores
Stores growing with singles
Stores not growing singles
Source: IRI TUS Convenience 52WE 9/26/21 (in dollars)
Stores that are growing with single serves are building market share.
Key Takeaway:
Convenience stores offer quick, easy and satisfying experiences for single-serve shoppers.
The Perfect Duo:
Convenience Stores and Singles Shoppers
The singles
sector is extremely important to convenience stores—over-indexing other channels
Nearly half of all singles purchasers buy daily
Convenience stores
can attract more of the coveted younger shoppers with the right assortment of singles
Beer is a highly planned, trip-driving purchase in convenience stores
shoppers have a specific brand in mind
plan their visit
have a preferred size
shoppers buy two or more single serves at once
Source: Nielsen Shopper Fundamentals Convenience Channel 2020
Singles need to be balanced within the beer assortment
The CORE Matters
Singles sell across all subsegments represented within the CORE—Super Premium, Premium Light/Regular, Economy, Seltzer, Flavored Alternative, Import and Craft
Every segment plays a role in selling singles
Evaluate and ensure distribution of core items to represent every segment. Balance that with innovation products that have the potential to profitably scale your business.
Key Takeaway:
Source: NACS Convenience Voices 2021
Quick decisions are made at the cooler necessitating a fine-tuned mix that won’t result in lost sales.
3 out of 5 single-serve customers would skip the purchase if desired choice is not available
Nearly half of consumers drink within 30 minutes making easy in and out convenience stores the preferred destination for quick gratification
Singles bring in customers in key dayparts. After work and mid-evening generate more than half of singles transactions
is all convenience stores have to grab shopper attention
Single-serve customers
Time at shelf is dwindling,
In stock conditions are critical to success. Retailers need the appropriate inventory and stocking procedures to reduce out of stocks. Molson Coors recommends putting singles at the front of the traffic flow and devote 25% of space to singles.
Key Takeaway:
Plan simple and clean on-shelf merchandising so customers can find what they want fast.
Putting a singles-building game plan in place will boost store traffic at a time when consumers are venturing back into the market.
of single serve buyers purchase 2 and
Singles were purchased
"alone" nearly
on soft drinks, sports drinks, candy, chips, snacks and more — especially later in the day
Cigarettes, salty snacks, other beer, candy and lottery products are
Sources: Shopper Pulse Survey September 2021, VideoMining Beer Category tracker Report Q1-Q2 2021
Implement “2 for” pricing on all singles with clear, simple price points. Opportunity to promote cross-category offers to build the shopper basket.
Key Takeaway
Find out how to
% of buyers by pack size
+4.9%
+9.2%
-7.4%
of all convenience stores are growing their single-serve category
The Multiplying
Effect of
Singles
55%
Single
Small Packs
(2-10)
12 Pack
Mid Pack
Large Pack
(20+)
6.4%
vs 2020
30%
Higher margins for singles means greater profit opportunities–
of convenience store beer sales are singles
87%
41%
3 4
out of
out of
4 5
Nearly
Most shoppers know what they want and where they expect to find it
30% of singles buyers are under 30 years old
15
seconds
won't spend time browsing brands
down
2 seconds
on average in Q2 of 2021
78%
half of the time
60%
of those loading up with 2-plus cans were influenced by a deal
single-serve business with Molson Coors Beverage Company.
double down
double down
Singles
Singles
The single purchaser stocks up
cross shopped in later dayparts
78%
The beer category stayed strong during the pandemic, performing better than many convenience store staples. The return to work coupled with the uplift in social gatherings promises even more robust sales. With proper category management, convenience stores can experience increases in foot traffic, unit growth, higher spends and gross margins.
60%
BACK to TOP
SCROLL Down
Sources: VideoMining Quarterly Report 2021
Singles are the
purchased beer pack size representing 55% of all convenience store beer shoppers
#1
The Core Matters
The Right Innovation Works
Every subsegment is represented within the CORE –
Super Premium, Premium Light/Regular, Economy, Seltzer, Flavored Alternative, Import, Craft
CORE market coverage complied across
Innovation contributes
1 out of every 3 growth dollars
All 3 segments
All 12 subsegments
25+ brands
125+ products
Single-serve sales are on par with pre-pandemic levels
That is up
3%
and growing since March 2020 at the begining of quarantine
52%
March 2020
October 2021
55%
The numbers prove that singles shoppers are back in the aisles
BE READY
Innovation drives 45% of category growth
But less than 20% of innovation survives in its 2nd year
Source: IRI TUS Conv L52 WE Sept 5,2021
© Molson Coors Beverage Co., Chicago, IL