Expanding Shelf Space to Meet Growing Demand

How Acosta increased facings to drive unit and dollar sales

HOW WE DID IT

With chilled fruit drinks and ades projected to experience a 10% compound annual growth rate (CAGR) over three years, Coca-Cola Nutrition identified a need to increase shelf space in grocery and mass retailers to meet rising demand. 

In 2024, Coca-Cola Nutrition partnered with Acosta to launch the Fair Share +2 Facings Acceleration initiative, aimed at optimizing shelf space for this fast-growing segment.

Acosta and Coca-Cola implemented a multi-pronged strategy designed to maximize shelf presence and drive growth in the fruit drinks and ades (FDA) category. Acosta’s proprietary national shelving study and space analysis tool was key in identifying the required shelf space for each retailer to ensure Coca-Cola’s products achieved a fair share +2 facings. A compelling selling story was crafted to showcase the value of increased shelf space for chilled juice, drink, tea, and coffee products, making it easier for retailers to understand the potential sales impact.

Additionally, Acosta created a real-time dashboard to track the progress of facings across 13 participating retailers and ensure program targets were met.

Coca-Cola and Acosta teams, including Acosta’s Customer and Category Insights, national and local Space Management team, and the National Client Insights team, collaborated to roll out the program. A dedicated review committee ensured ongoing alignment and accountability throughout.

As a result, Coca-Cola Nutrition realized an average gain of +8 facings per store for its most profitable chilled fruit drinks and ades products. The program led to a 2x growth in the overall chilled beverage category and a remarkable 3x unit growth for Coca-Cola’s key products at participating retailers compared to those not participating in the initiative.

The success of this program underscores the power of strategic collaboration and space management in driving category growth and staying competitive. We plan to continue the program in 2025, promising continued expansion and profitability.