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Coca-Cola Europacific Partners
How is Coca-Cola Europacific Partners reshaping its customer base?
The pivot of Coca-Cola Europacific Partners into Alcohol RTD and premium mixers reflects shifting consumer demographics and consumption occasions; this affects distribution, portfolio mix, and revenue channels across 29 countries. Understanding these shifts is essential for strategy and allocation.
CCEP’s customer base now spans urban, digitally connected, health-aware consumers and traditional soda drinkers, driving tailored products, occasion-based marketing, and channel-specific pricing; see Coca-Cola Europacific Partners Porter's Five Forces Analysis.
Who Are Coca-Cola Europacific Partners’s Main Customers?
CCEP serves a dual-layer model: a B2B network of ~1.75 million customer outlets enabling B2C consumption, and consumer segments defined by lifestyle and consumption occasion rather than age alone.
B2B channels
Approximately 1.75 million customer outlets across Grocery Retail, HORECA and Small Retail/Convenience form the primary B2B base driving shelf presence and distribution.
Grocery Retail
Grocery Retail (large supermarkets) accounts for roughly 60% of volumes as of 2025, making it the dominant sales channel in Europe and APAC markets.
HORECA (Away-from-Home)
Hotels, Restaurants and Cafes deliver the highest per-unit margins; recovery in Western Europe tourism and dining boosted HORECA mix and profitability in 2024–2025.
Small Retail / Convenience
Petrol stations and corner shops support impulse and small-format purchases, critical for urban and on-the-go consumption occasions.
On the B2C side, segments are occasion- and lifestyle-driven: younger cohorts drive energy growth while families sustain large-format sparkling and juices.
Core consumer segments and trends
Key demographic and behavioral insights for CCEP customer profiles across regions and categories.
- Gen Z and Millennials: fastest-growing for energy drinks; Monster Energy posted double-digit growth in 2024 and early 2025, reflecting high brand loyalty and preference for functional benefits.
- Family households: primary purchasers of large-format sparkling and juices; purchase frequency tied to household size and income, especially in Grocery Retail.
- APAC youth and emerging middle class: Indonesia shows rising household penetration via affordable small-format packs (250–390ml), targeting increased disposable income.
- Channel-driven economics: Grocery Retail drives volume (~60%), HORECA drives margin, Small Retail delivers reach for convenience and impulse buys.
For further competitive and distribution context see Competitors Landscape of Coca-Cola Europacific Partners.
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What Do Coca-Cola Europacific Partners’s Customers Want?
CCEP consumers prioritize health, convenience and premiumization, driving demand for low/no-calorie options, functional beverages and sustainable packaging across Europe.
Health & Wellness
Over 50% of CCEP's sparkling volume in Europe in 2025 is low or no-calorie, pushing reformulation and growth of 'Zero' variants.
Functional Benefits
Demand for caffeine, electrolytes and functional ingredients expands sports and energy portfolios to meet productivity and recovery needs.
Convenience
Smaller pack sizes and on-the-go formats gain share as consumers seek quick, portable consumption solutions tuned by RGM.
Sustainability
Packaging is a primary decision driver; CCEP is accelerating transition to 100% rPET across its portfolio to capture eco-conscious buyers.
Premiumization
Consumers choose 'sophisticated moderation'—premium mixers and ARTD products at-home—favoring value over volume and higher ASPs.
Inflation Response
RGM-led pack and price strategies address affordability pain points during inflation, enabling 'affordable luxury' purchases.
Implications for Segmentation
These preferences shape CCEP customer demographics and target market approaches, informing product mix, pricing and sustainability investments. See the company context in Brief History of Coca-Cola Europacific Partners.
- Health-focused consumers drive sugar-reduction strategies and 'Zero' variant growth.
- Sustainability-conscious buyers prioritize rPET and recyclability.
- Time-poor shoppers favor convenience formats and functional beverages.
- Premium seekers select higher-margin mixers and ARTD for at-home occasions.
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Where does Coca-Cola Europacific Partners operate?
CCEP’s geographical market presence splits into Europe and API, with Europe accounting for approximately 75% of revenue and API positioned as the growth engine.
Europe: Revenue Anchor
Europe drives cash flow and dividends, supplying about 75% of total revenue, led by Germany and Great Britain.
Market Share in NARTD
In mature European markets CCEP often holds >30% share in the non-alcoholic ready-to-drink category, with strong HORECA demand.
API: Growth Focus
API—notably Australia and Indonesia—is the company’s long-term growth engine; Australia is high-value, Indonesia is high-volume with >278 million people.
Route to Market (RTM)
Indonesia strategy emphasizes RTM excellence using large motorcycle fleets and small distributors to serve fragmented traditional trade outlets.
Recent 2025 reports show Europe’s stable margins funding major API infrastructure investment to capture urbanization and cooling-led demand in tropical climates; see detailed model and revenue analysis here: Revenue Streams & Business Model of Coca-Cola Europacific Partners
Germany & Great Britain
Largest individual European markets; high sustainability expectations and strong sparkling water and mixer demand in the UK.
Iberia & France
Mature market dynamics with localized SKUs and compliance with strict environmental regulations influencing packaging strategy.
Australia
High per-capita spend and premiumization trend for energy and RTD coffee products; consumer profile aligns with Western Europe.
Indonesia
High-volume opportunity with over 278 million population; investments focused on distribution and cooling infrastructure.
Distribution & Channel Mix
Europe relies on modern retail and HORECA; API combines modern trade with extensive traditional trade reach via RTM networks.
Strategic Implications
Stable European cash flows support API capex; per-capita spend lower in API but infrastructure spend is highest to capture rapid urbanization.
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How Does Coca-Cola Europacific Partners Win & Keep Customers?
CCEP attracts and retains B2B and B2C customers through a digital-first ecosystem and category-led retail partnerships, pairing the My.CCEP platform with high-visibility sponsorships and loyalty programmes to stabilise household penetration amid private-label competition.
My.CCEP B2B e‑commerce
My.CCEP enables 1.75 million B2B customers to place orders, access personalized promotions and use analytics; by 2025 over 60% of small‑retailer orders in key markets are digital, cutting churn and raising lifetime value.
Category Management for retention
CCEP acts as a consultant to retailers, supplying heat‑map data and consumer insights to grow entire beverage categories and secure shelf space for Coca‑Cola Europacific Partners customer demographics and target market needs.
Digital‑first B2C acquisition
Acquisition leverages The Coca‑Cola Company global partnerships (eg. 2024 Paris Olympics) and festival sponsorships to boost brand visibility across CCEP consumer base and Coca‑Cola bottling company demographics.
Loyalty and sustainability retention
The Coke App uses gamification and exclusive rewards to build direct consumer ties while the This is Forward plan—Net Zero by 2040—retains younger, eco‑conscious segments within the Coca‑Cola Europacific Partners target market.
Data and segmentation feed both sides: My.CCEP analytics inform geographic and account-level targeting while consumer insights guide marketing; see deeper strategy analysis in Growth Strategy of Coca-Cola Europacific Partners.
B2B digital penetration
Digital ordering share surpasses 60% for small retailers in core markets by 2025, increasing order frequency and average order value across the CCEP customer profile.
Retailer advisory model
Category Management services use point‑of‑sale and heat‑map data to reduce stockouts and optimize assortment, improving retailer margins and supplier retention rates.
Event sponsorship ROI
High‑visibility sponsorships maintain top‑of‑mind awareness across mass and youth demographics, supporting acquisition in competitive soft drink markets in Europe.
Loyalty engagement
The Coke App’s gamified rewards increase repeat purchase rates and provide first‑party customer data for segmentation and personalized offers.
Sustainability as retention
This is Forward aligns brand values with eco‑focused consumers; sustainability commitments contribute to stabilised household penetration amid private‑label pressure.
Integrated data strategy
Combining B2B ordering data and B2C app insights supports targeted promos, regional assortment decisions and measurable uplift in retention for key Coca‑Cola Europacific Partners market segmentation initiatives.
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