How Coca-Cola Europacific Partners grows its shopper base

Facts & figures

Global HQ: Uxbridge, United Kingdom

Founded: May 2021, by combining former bottling companies

Employees: 42K worldwide

Annual revenue (global): €20 billion

Coca-Cola Europacific Partners produces, distributes, and sells some of the world’s most beloved drinks brands, refreshing 600 million consumers across 31 markets. To maintain growth and success, continuously attracting new shoppers is essential, as well as retaining current buyers. By partnering with YouGov, the company gains a comprehensive and strategic view of recruitment opportunities within key shopper segments in the drinks category. YouGov’s unique approach goes beyond traditional demographic segmentation, leveraging behavioral insights to accurately size, prioritize, and target category buyers — ultimately strengthening Coca-Cola Europacific Partners recruitment strategy.

Challenge

Recruiting and retaining shoppers is essential for Coca-Cola Europacific Partners to sustain growth and success. Achieving this requires seamless alignment across the entire system, in which a unified and holistic view on shoppers is critical for successful initiatives. A deeper understanding of the needs and purchase behavior of the different category shoppers is the key to optimize our portfolio and maximize impact and efficiency.

Solution & research results

Across multiple European markets, Coca-Cola Europacific Partners has implemented YouGov Shopper Segmentation and Paint a Picture within the drinks category. By combining in-depth category purchase behavior with lifestyle and shopping attitudes, the approach has uncovered unique, multi-dimensional shopper segments.

Each segment is sufficient in size and has been mapped based on its distinct preferences, spending patterns, and untapped brand- and retailer potential. It’s supported by a user-friendly simulator to facilitate analysis on the different segments.

Business outcome / impact

Partnering with YouGov has unlocked new opportunities to attract and maintain category buyers. With the shopper segments Coca-Cola Europacific Partners better understand where the biggest potential lies and helps in guiding strategic portfolio decisions across brands, pack sizes, and formats — optimizing category reach and enhancing shopper conversion among retailers. The effectiveness of strategic initiatives are monitored by incorporating the unique shopper segments into YouGov Shopper Intelligence's continuous purchase behavior tracking.