How Coca-Cola Europacific Partners grows its shopper base

Facts & figures

Global HQ: Uxbridge, United Kingdom

Founded: May 2021, by combining former bottling companies

Employees: 42K worldwide

Annual revenue (global): €20 billion

Business challenge

Coca-Cola Europacific Partners (CCEP) produces, distributes, and sells some of the world's most iconic drink brands, serving 600 million consumers across 31 markets. To sustain growth, the business must continuously recruit new shoppers while retaining existing ones, an effort that demands seamless coordination across the organization and a unified, holistic view of shopper behavior.

Achieving this requires a deeper understanding of the needs and purchase patterns of different category buyers in order to optimize the brand portfolio and increase efficiency and impact.

Solution

CCEP partnered with YouGov to implement Shopper Segmentation and Paint a Picture, a powerful combination for precision FMCG audience targeting, across multiple European markets. The solutions go beyond demographics, combining real purchase behavior with attitudes and lifestyles to define multi-dimensional shopper segments.

Each segment is quantifiable, strategically relevant, and mapped according to preferences, spending patterns, and untapped value across brands and retailers. A user-friendly simulator supports deeper exploration, helping the business size and prioritize opportunities with speed and confidence.

Business outcomes

This approach has unlocked new ways for CCEP to attract and retain buyers, guiding strategic portfolio decisions across brands, pack sizes, and formats. By embedding shopper segments into continuous tracking with YouGov shopper intelligence, the company can monitor intiative effectiveness in real time, driving smarter, faster decisions that increase conversion and category impact at the point of sale.