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Packaged Facts' March 2011 Food Shopper Insights survey shows that 21% of grocery shoppers purchase a refrigerated single-serve beverage for immediate consumption. This high purchasing rate reflects strong consumer demand for food and beverage products that instantly re-charge and re-energize, and by extension the growing role that food stores serve as fuel stations of sorts, rather than merely being purveyors of grocery staples destined for a pantry. Purchasing of these grab-and-gulp beverages skews to less traditional grocery shopping trip motivations, and correspondingly to alternative grocery outlets.

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