A study of 503 French adults in May 2010 found:
The second was about product loyalty. 38,000 were asked by Symphony IRI what would they do if the product they had just bought wasn’t available. Cola fared best, water worst, though the figures don’t always add up.
Cola *Buy elsewhere:* 28 Buy later: 28 Choose alternative: 48
Fruit carbonates *Buy elsewhere:* 16 Buy later: 30 Choose alternative: 52
Iced tea *Buy elsewhere:* 10 Buy later: 41 Choose alternative: 49
Fruit juice *Buy elsewhere:* 9 Buy later: 26 Choose alternative: 65
Still water *Buy elsewhere:* 1 Buy later: 10 Choose alternative: 89
Beer, however, did little better than water.
Luxury beers *Buy elsewhere:* 3 Buy later: 7 Choose alternative: 90
Speciality beers *Buy elsewhere:* 3 Buy later: 13 Choose alternative: 84
Richard Hall is chairman of Zenith International. You can also read his blog at BevBlog.
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