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Costa Coffee MARKET Research 

DESK Research

Brief

S2 was tasked to undertake desk research to compile a report on the Coffee marketplace to understand the UK retail estate by key national chains and independents to identify ranging opportunities for Coca-Cola European Partners. Current market turnover, consumption, consumer trends and leading chains were evaluated, with a specific focus on Costa Coffee which is now owned by Coca-Cola

Action

S2 used desk research to obtain data into the current coffee marketplace, leading chains, trends in consumption, flavours and innovation, exploration into competitor chains and potential growth opportunities. This research along with data analytics was used to build coffee outlet segments around consumer socio demographics and location.

Result

S2 provided an in-depth report into the coffee marketplace, covering consumer attitudes, trends and competitor activity along with a coffee segmentation to enable the alignment of soft drinks ranging within different types of coffee shop. This segmentation and understanding of the marketplace enabled optimisation of ranging, merchandising and future promotional activity.