AG Barr: staying relevant in the UK soft drinks market

Published by: Datamonitor

Published: Oct. 9, 2009 - 35 Pages

Table of Contents

Datamonitor View

CATALYST

SUMMARY

ANALYSIS

Carbonates still dominate the European soft drinks market which is being shaped by comfort and health trends

Carbonates remain the leading soft drinks category, but growth is stronger in other perceived healthier categories

Consumers desire healthier products but also comfort food and drinks in the recession

AG Barr is a well established maker of soft drinks which has succeeded in staying relevant with current consumer trends

AG Barr has grown strongly despite the recession, both in the UK and abroad

The company's leading brand is Irn-Bru which enjoys iconic status in Scotland

Irn-Bru has a significant following in Scotland where it is one of the most popular soft drinks

The company has succeeded in keeping the brand fresh by producing humorous and quirky adverts

The brand has branched into the growing energy drinks sector with Irn-Bru 32

AG Barr has controversially resisted FSA pressure on removing artificial colorings

AG Barr has added new brands to its portfolio that address the health trend

Conclusion

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Soft drinks market by category ($m), Europe, 2003-13

Table 2: AG Barr soft drink brands, 2009

Table 3: Energy drinks sector in Europe and the UK ($m), 2003-13

List of Figures

Figure 1: A significant proportion of Europeans are focused on improving their health and wellness

Figure 2: Comfort foods are desired by almost a quarter of UK consumers

Figure 3: AG Barr's portfolio is increasingly health focused

Figure 4: AG Barr's marketing has focused on producing humorous adverts

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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