BRANDS SET FOR OLYMPICS SUPERMARKET BONANZA


19 June 2012

British consumers will buy more than double their normal amount of snacks,
drinks and alcohol during the Olympics, according to an independent survey
from OnePoll commissioned by destination media group Redbus
(http://www.redbusmedia.com).

The findings from a survey of 2,000 people this month revealed that over 88
per cent of shoppers intend to make extra visits to supermarkets to stock up
on products such as meals, nibbles and drinks as they enjoy London 2012 at
home with family and friends. 

Amongst the most popular products that shoppers will buy more of during the
London games are:

• Crisps (80%) – Walkers and Pringles are the top choice (38% each)
• Pizza (75 %)
• Beer/cider (75 %) – Budweiser and Stella Artois taking the top spots (12%
each)
• BBQ products (67 %)
• Wines/spirits (66 %)
• Carbonates (65 %)
• Sausage rolls (62 %)
• Fruit Juice (62 %)
• Condiments (59 %)
• Pies & Quiches (54 %)
• Premixed Alcoholic Drinks (50 %)

Stefan Borson, Chief Executive of Redbus Media Group, said: “We’re expecting
to see last year’s ‘Royal Wedding’ and this year’s ‘Jubilee effect’
replicated over a much longer period throughout July and August with the
nation stocking up on food, drinks and snack brands to enjoy while they
support Team GB. As the majority will be watching the spectacle in the
comfort of their homes rather than in the Olympic Park, this is a key time
for brands to ensure they have a prominent presence in the supermarkets.

“The research shows that shoppers are planning to significantly increase
visits to supermarkets during the Olympics presenting great opportunities
for brands to increase sales volume and value. Redbus’ national trolley and
basket media networks in Sainsbury’s, ASDA and Tesco deliver an outstanding
opportunity to influence shoppers at the points of choice and purchase.”

The research also found that one in four shoppers take notice of advertising
on shopping trolleys and a third notice supermarket car park posters. It
also found that the vast majority of consumers (85 per cent) would not be
influenced to buy a brand because it was an Olympic sponsor, providing a
huge opportunity for non-sponsors and official partners alike.

Redbus operates trolley and basket media at Tesco, Asda and Sainsbury’s, as
well as other retailers. It has a long track record of delivering successful
and fully compliant trolley and basket media campaigns for national brands,
such as P&G, Nestle, Kraft, Mars, Walkers, InBev, Carling, Diageo, McCain,
Heinz and Unilever.

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