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Insight of the Day: Convenience retailers need to run more early-week drinks promotions – Carlsberg analysis

Findings

Carlsberg Marston’s Brewing Company (CMBC) identified four main beer consumer profiles, or ‘beersonas,’ to help convenience retailers optimize beer sales by targeting different shopping times and demographics.

The segments, or "beersonas," identified by Carlsberg Marston’s Brewing Company (CMBC) are based on specific shopping behaviors and preferences. Here are the four segments:

  1. Early Birds (29.3% of shoppers):

    • Shopping Pattern: Buy beer early in the week (Monday to Wednesday).

    • Demographics: Higher disposable income, more free time.

    • Product Preference: Traditional beers, like ales and standard lagers.

    • Opportunity for Retailers: Increase early-week promotions on traditional beers to capture this segment's attention.

  2. Rush Hour Regulars (16.2% of shoppers):

    • Shopping Pattern: Visit convenience stores between 4-6 pm, often after work.

    • Demographics: Likely to have busy schedules, appreciate quick and convenient purchases.

    • Product Preference: Chilled beers and premium options.

    • Opportunity for Retailers: Stock premium, ready-to-go options prominently, especially chilled, for post-work shoppers.

  3. Weekend Welcomers (25.7% of shoppers):

    • Shopping Pattern: Buy beer primarily on weekends.

    • Demographics: Often older adults with families.

    • Product Preference: Low- and no-alcohol beers.

    • Opportunity for Retailers: Offer low- and no-alcohol options for family-friendly, weekend gatherings.

  4. One Quick Thing Shoppers (28.8% of shoppers):

    • Shopping Pattern: "Top-up" shoppers who may not intend to buy beer initially.

    • Demographics: Time-poor, deal-focused, often looking for quick purchases.

    • Product Preference: Responsive to deals and strategic placement.

    • Opportunity for Retailers: Use strategic fixture placement and deal signage to capture attention and drive impulse purchases.

These segments help retailers better understand and target distinct consumer needs throughout the week, based on shopping times, preferences, and lifestyle attributes.

Key Takeaway

Convenience retailers should consider shifting some promotional focus to early-week shoppers, especially for traditional beers, to capture the ‘Early Bird’ demographic, who have a significant market presence.

Trend

The trend emphasizes targeted promotions based on consumer shopping behavior across different days of the week.

Consumer Motivation

Shoppers are motivated by convenience, lifestyle factors (e.g., time of day), and product variety, with preferences for traditional beers or premium offerings based on their beersona.

Drivers of the Trend

Changing lifestyles, consumer habits, and increased interest in no-alcohol and premium beverages are driving retailers to tailor promotions across the week.

People Referenced

Howard Dix (CMBC), Lizzy O'Riordan (author).

Consumer Product/Service Description and Age

Products include traditional beers, premium options, and low- to no-alcohol offerings, targeted at various demographics, notably older adults and premium-seeking professionals.

Conclusions

Convenience retailers have a strong opportunity to capture early-week beer sales with targeted promotions for the ‘Early Bird’ segment.

Implications for Brands

Brands can benefit by increasing the visibility of traditional beers and premium products earlier in the week and optimizing fixture placement to capture ‘top-up’ shoppers.

Implications for Society

This shift could influence consumers to explore and purchase during less conventional times, potentially balancing weekly shopping patterns.

Implications for Consumers

Early-week shoppers can find more relevant promotions and product selections tailored to their preferences for traditional beers and convenient shopping.

Implications for Future

Expect a rise in time-based promotions in convenience stores, with refined targeting toward consumer segments based on shopping patterns.

Consumer Trend

Targeted time-based promotions, especially for traditional and premium beers.

Consumer Sub-Trend

Increased availability of no- and low-alcohol options catering to health-conscious or family-focused weekend shoppers.

Big Social Trend

The need for convenience, variety, and strategic shopping options in retail.

Local Trend

Local convenience stores will adopt specific promotions to capture early-week shoppers.

Worldwide Social Trend

Retail trends are increasingly centered on data-driven consumer behavior and personalized experiences.

Name of Big Trend Implied by Article

“Time-Sensitive Consumer Targeting.”

Name of Big Social Trend Implied by Article

“Customized Retail Experience.”

Social Drive

Consumer demand for convenience and tailored promotions based on shopping habits.

Learnings for Companies in 2025

Retailers should leverage data on consumer behavior to customize promotions by time of day and week, maximizing engagement with specific shopper profiles.

Strategy Recommendations for 2025

  1. Early-Week Promotions: Create early-week promotions for traditional beers to attract the ‘Early Bird’ segment.

  2. Chilled Premium Offerings: Place premium, chilled options in accessible areas for ‘Rush Hour Regulars’ during late afternoon.

  3. Family-Friendly Options: Stock low- and no-alcohol products to cater to ‘Weekend Welcomers.’

  4. Fixture Placement: Strategically position beers to catch the attention of ‘One Quick Thing’ shoppers.

Final Sentence (Key Concept)

Promotional strategies tailored to specific consumer profiles can increase engagement, maximize sales, and cater to various lifestyles and shopping behaviors.

What Brands & Companies Should Do in 2025

Brands and convenience retailers should use data to drive time-based, targeted promotions for specific shopper profiles and times of the week. By implementing promotions early in the week for traditional and premium beers, alongside well-placed displays, they can capture a broader customer base and drive higher engagement and sales across all shopper types.

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