Micro-markets can help brands understand what time of day their food & beverage products – e.g. energy drinks – are being consumed versus their competitors’ brands, and consequently gain valuable insights into market trends & shopper behavior.

Time-of-Day Consumption Data for Food & Beverage Products

Unlike the other 2 “last mile” food & beverage product channels – grocery stores & convenience stores – most micro-markets are located within a few feet from the shoppers that they serve, and thus provide them the convenience to purchase food or beverage products exactly when they want to consume them. Consequently, product purchase times at micro-markets end up being excellent proxies for product consumption times.

Consumption times are valuable data for food & beverage brand managers because it helps them answer a very important question – What “job” is the customer “hiring” their product for? The theory of jobs to be done was developed by Clayton Christensen at Harvard Business School – instead of using demographic & psychographic profiles of customers, it advises brand managers to understand the job a customer is hiring the product to do.

Most food & beverage products are hired to do multiple jobs. Generally, caffeinated beverages like energy drinks are primarily hired by employees in the workplace to help them get work done – i.e. be more alert, focused, creative & innovative. But understanding when a product is consumed helps answer what additional jobs the product is being hired to do, and by whom. For example, if a particular energy drink brand is being consumed at a time of day when other brands are not, then it is possible that the consumed brand is being hired for an additional job – e.g. satisfy thirst, fulfill a flavor craving, etc. Understanding what that additional job is, helps the other brand managers to go back to their teams & create competitive offerings that can then do the same job.

When are the Different Energy Drink Brands Consumed during the Workday?

The charts below show when the 4 best-selling energy drink brands – Monster, Red Bull, Celsius & Bang – in AveriGo Markets locations are consumed.

Monster has a peak at the beginning of the workday. Red Bull has peaks at the beginning of the workday & in the early afternoon. Celsius has a peak in the early afternoon. And Bang has peaks at the beginning of the workday & at lunch time. These different peaks mean that each energy drink brand is being hired by different shoppers for different jobs. By digging deeper into the data, the Monster brand manager can understand what additional jobs Red Bull & Celsius are being hired to do in the early afternoon, and come up with a competitive offering for that time slot. Similarly, the Celsius brand manager may be able to come up with a competitive offering for the beginning of the workday.

Shoppers purchase products at AveriGo Markets locations exclusively through the AveriGo Markets app. This helps us study individual shopper behavior much more effectively than a kiosk-based micro-market system. In addition to providing consolidated product data (e.g. Time of Day), the AveriGo Markets system allows brand managers to then dig deeper into individual shopper data (gender, age group, etc.) for a more detailed analysis of which shopper is hiring which product at what time to do what job(s).

If you are a brand manager, contact us to find out how our micro-market system can help you understand what jobs your products are being hired to do, and what jobs your competitor’ products are being hired to do.

Learn more about our smartphone-based micro-market system.