AN additional 390,000 UK households bought Yazoo last year compared to 2015, giving it a 22.2% value share of the market, according to marketing manager Richard Duplock.
Quoting an IRI report on flavoured milk drinks, he said: “Unit sales of Yazoo are up by 7.2%, outperforming the rest of the category, where average performance is a 0.9% increase.”
And he has come up with a five-point plan to help retailers maximise milk drinks sales:
• Treat milk drinks in the same way as soft drinks. Duplock said: “Milk drinks offer
a clear point of difference within the soft drinks fixture, yet many convenience stores lose out on sales by not making it easy for consumers to find.
Milk drinks provide a sweet finish to a meal. Offer them as part of a meal deal.
“Place milk drinks with soft drinks towards the front of the store, rather than with the milk and yogurt products.”
• Stock the top brands. “When it comes to milk drinks,” Duplock said, “Yazoo’s 400ml on-the-go packs are the top three sellers in convenience.
“And our new no added sugar milk drink is expected to generate in excess of £7m incremental sales in its first year.”
• Use branded POS. Duplock said: “Retailers need to make sure their offer is clearly segmented and the bestsellers are used as category signposts.
“Using branded trays, wobblers and window posters will help attract customers to your most profitable products.
• Offer milk drinks as part of a meal deal. “Meal deals and snack deals are increasingly popular with shoppers,” said Duplock.
He added: “Milk drinks provide a sweet finish to a meal.”
• Don’t underestimate the value of price-marked packs. Duplock explained: “There’s a common preconception that c-stores are more expensive than larger retailers, but that’s not always the case.
“Price-marked packs are a great way to highlight value for money.”