🔓Pairing Occasions and Products to Unlock Future Demand
pepviz | Latent Demand
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Shopper needs can reveal future demand

Finding the right fit for special occasions

Apply shopper insights to category execution illustrated by Sports Drinks

🖼️ big picture: Shoppers naturally link sports drinks to athletics and even functional well-being or Better for You items. Tapping incremental latent demand opportunities means that leveraging existing affinities like sports and back-to-school occasions can open granular growth.


🎯 get granular:

Back-to-school means back to routine, and better for you as a top-of-mind driver. Position sports drinks as an in-budget lunchbox staple:

  • Consider merchandising in Deli with prepared sandwiches, fresh fruit, crackers, veggies, and nutritious snacks.
  • Getting on the list with families represents strong opportunity for growth.

National sporting events and tailgating opportunities have major associations with Sports Drinks/Water. In fact, they are most top-of-mind for soccer, followed by basketball. Tapping latent demand could look like:

  • Building shopper marketing activations around national soccer events, featuring sports drinks and water products.
  • Merchandising sports drinks with game-time snack ingredients by bundling or placing displays near refrigerated hot dogs and buns during big sports occasions.