, Singapore
Photo by Krzysztof Hepner on Unsplash

Will the Lunar New Year period boost soft drink sales?

Two in five Singaporeans are more likely to buy soft drinks during festive seasons.

Beverage companies may see a slight increase in sales during the Lunar New Year period.

According to a survey by YouGov, more than two in five Singaporeans (43%) say they are more likely to buy soft drinks during the Lunar New Year as compared to typical days.   

Amongst age groups, consumers aged 18-24 (53%) are more likely to purchase sparkling soft drinks during the festive season.

The top five brands that Singaporeans are likely to buy during the Lunar New Year period include Coca-Cola (71%), A&W Root Beer (47%), Sprite (42%), Pokka (42%), and Fanta (37%).

Meanwhile, seasonal promotions may help soft drink companies boost sales during the festive season. 

Data from YouGov showed that 37% of consumers in Singapore agree that seasonal marketing campaigns for sparkling or soft drinks are memorable and help them remember the brand. 

Amongst all the festive marketing campaigns for sparkling/soft drinks, in-store promotions or discounts appear to be the most appealing to Singaporeans (56%). Three in ten find limited edition flavours (31%), or festive-themed packaging attractive (29%). 

Promotions on e-commerce platforms are next most appealing (26%), ahead of TV advertisements (21%) and social media promotions (17%). 

Collaborations with other brands, celebrities or influencers are comparatively less well received, with only one in ten saying they find it engaging (13% and 11% respectively).  

When it comes to buying soft drinks, supermarkets are the most preferred places (69%). Less than half of this number buy from e-commerce platforms (31%) or via delivery services of supermarkets/grocery stores (26%). 

One in five buy from wholesalers or discount stores (19%), whilst one in ten prefer convenience stores (11%).  
 

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