NEW findings by Coca-Cola to mark its 125th anniversary in Britain has revealed an increasing demand for brands with a strong British heritage – hence the ‘Made in GB’ tag being displayed on its bottles and cans.
A consumer study revealed that 88% of Brits underestimate how long Coca-Cola has been available in the UK, with just 4% correctly identifying its full 125-year legacy. Furthermore, shoppers also estimated that just 41% of Coca-Cola products sold in the UK are made in Britain – despite the actual figure being 97%.
Two fifths of respondents (41%) said they’re more likely to buy a brand that has a strong British heritage and over half (55%) prefer to buy items manufactured in the UK.
Coca-Cola said this underlines the importance of ‘Made in GB’ being displayed on its bottles and cans, with it adding that the credential is an ‘important factor’ with the potential to drive shopper behaviour.
As well as marking Coca-Cola’s 125th year in Britain, the research also looked to recognise the importance of the UK’s ‘corner shops’ and their ‘bosses’ – with it saying they remain one of its most longstanding and important retail channels, with it delivering £317 million worth of sales last year.
The Covid-19 pandemic helped consumers rediscover the importance of their local convenience stores – with more than a third (34%) of Brits saying their local convenience store is an essential part of their daily life.
A similar percentage (33%) say that without their local convenience store, they would struggle to quickly access food and other essential items. The consumer survey also revealed that on average people now visit their local convenience store five times a month, spending an average of £14.90 per visit.
Gen Z spend the most (£19.30 on average), whilst older generations spend considerably less; £6.10 on average for the silent generation (those 79+) and £9.40 on average amongst baby boomers (60-78).
Stephen Moorhouse, general manager of Coca-Cola Europacific Partners in GB, said, “Convenience stores have been at the heart of their communities for generations, and Coca-Cola has proudly stood alongside them throughout that journey. As we mark 125 years of Coca-Cola in Great Britain, this research highlights the resilience and adaptability of local retailers – many of whom are finding new ways to meet evolving shopper needs.
“At CCEP, we’re committed to supporting these vital businesses, helping them grow, innovate and continue serving as a lifeline to the communities they know so well.”
