To win with customers and delight consumers, we take proactive approaches, navigate changing expectations and demonstrate business agility.
Our focus on route to market enables us to partner with our customers and ensure that we capture all growth opportunities across channels. We support the well-established organised trade and fragmented trade channels while simultaneously investing in newer, faster growing ones. Whilst at a small base, e-commerce has doubled in value over the last five years. We prioritise strategic partnerships with online retailers, driving transactions by working to ensure our products are well represented on their platforms. Consistent with our 24/7 approach, we are devoting more resources to capture the socialising occasion growth in HoReCa and to develop new channels in line with category expansion.
Online purchase of groceries is forecast to increase by 1 billion euros by 2020, accounting for 2.2% of the total future consumption channel value
Increased connectivity of consumers creates new opportunities for sales, brand awareness and consumer feedback. Digital solutions are being rolled out across our business to activate customers, empower our people and engage communities. We launched the WOAH (‘Where only awesome happens’) app to connect with teenagers in eight countries. The WOAH app, launched in partnership with The Coca-Cola Company, interacts with connected coolers, sending our consumers push notifications for customised promotions. It also provides useful information to business developers and helps to minimise the time needed for administrative tasks.
WOAH app downloaded 0.55m times in the first eight countries during 2017
As a responsible category leader, we have taken steps to drive sustainable, profitable growth for our brands, while enabling consumers to control their sugar intake. We are accelerating sales growth of low- and no-calorie drinks, offering smaller packages and reformulating our sparkling beverages to include fewer calories. We also support the Evolved Nutrition Labelling initiative along with The Coca-Cola Company and four other industry players, for clear and uniform product information across the European Union. We contribute to the fight against childhood obesity, by not advertising to children younger than 12 and are taking steps to remove sugar-sweetened drinks from secondary schools.
In 2017, the implementation of our plans resulted in reducing the number of calories per 100ml in our sparkling portfolio by almost 5%
We are greatly expanding our product portfolio with new brands and new categories to satisfy a broader range of beverage needs. New, innovative products include natural juices, premium water, plant-based beverages and adult sparkling soft drinks. To address concerns about sugar intake, our innovation in sparkling drinks focuses on low- and no-calorie options and on the development of smaller packages. As new product launches become key drivers of future growth, and to remain competitive, we are investing in enhancing our processes to manage multiple launches simultaneously and to ensure that the speed to market is fast.
Plant-based beverages are expected to grow by 20% p.a. between now and 2020
In Coca-Cola HBC, sustainability is at the core of all aspects of production, from sustainable raw material sourcing and responsible use of water and energy to environmentally friendly packaging and waste management. It has also become part of the DNA of our business, impacting all decisions and nearly everything we do. Sustainability considerations are part of product development, procurement decisions and our efforts to engage our employees. In 2017, we were named global beverage industry leader in the Dow Jones Sustainability Indices ('DJSI') for the fourth consecutive year and we were also recognised by the CDP (formerly the Carbon Disclosure Project), scoring an A for Climate and Water.
We are number one in the DJSI and one of just 25 companies in all industries to score A in both climate and water in the CDP