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Cordials and Squashes - UK - April 2016

Cordials and Squashes - UK - April 2016

“Health and naturalness will remain important sales drivers in the market in the coming years. Innovating with plant-derived sweeteners and using the ‘no added sugar’ claim should be an effective way for brands to promote their health credentials.”

– Chris Wisson, Senior Drinks Analyst

This report discusses the following key topics:

Driving further growth of the super-concentrates segment
Improving understanding of sugar and sweeteners could be beneficial
Appealing to households’ different flavour and functional preferences


OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: Forecast of UK value sales of cordials and squashes, 2010-20
Figure 2: Forecast of UK volume sales of cordials and squashes, 2010-20
Companies and brands
Figure 3: Value sales of top-selling squash and cordial brands in the off-trade, 2015*
The consumer
Figure 4: Usage of squashes and cordials, by type, by frequency, February 2016
Figure 5: Preferences regarding selected attributes of squashes and cordials, February 2016
Figure 6: Interest in types of squashes/cordials, February 2016
What we think
ISSUES & INSIGHTS
Driving further growth of the super-concentrates segment
Improving understanding of sugar and sweeteners could be beneficial
Appealing to households’ different flavour and functional preferences
THE MARKET
What you need to know
Tough times for squashes and cordials
Off-trade sales of squashes/cordials slump
Soft drink sales correlate with the weather
Squashes/cordials are traditionally a commodity category
Sugar concerns impacting the market
Market size and segmentation
Tough times for squashes and cordials
Figure 7: UK value and volume sales of cordials and squashes, at current and constant prices, 2010-20
Volumes are expected to continue falling
Figure 8: Forecast of UK value sales of cordials and squashes, 2010-20
Figure 9: Forecast of UK volume sales of cordials and squashes, 2010-20
Off-trade sales of squashes/cordials slump
Figure 10: UK value and volume sales of cordials and squashes in the off-trade, at current and constant prices, 2010-15
Figure 11: UK on-trade value and volume sales of cordials and squashes, at current and constant prices, 2010-15
Market drivers
Weather affects soft drink sales
Figure 12: Annual hours of sunshine in the UK, by month, 2011-15
Squashes/cordials are traditionally a commodity category
Sugar concerns impact NPD…
An ageing population poses problems to the cordials/squashes market
KEY PLAYERS
What you need to know
Britvic’s Robinsons brand dominates the market
NPD in the market rises in 2015
Super-concentrates and no-sugar variants attract NPD
Britvic drives a rise in adspend in 2015
Market share
Britvic’s Robinsons brand dominates the market
Figure 13: Value and volume sales of top-selling squash and cordial brands in the off-trade, 2013-15
Ribena and Vimto buck the category downturn
Premium cordial sales hold firm
Launch activity and innovation
Innovation in the market rises in 2015
Figure 14: Share of new cordial and squash product launches in the UK non-alcoholic drinks market, 2011-15
Asda has launched the most products into the market since 2011
Figure 15: Share of new launches in the cordials and squashes market, by company, 2011-15
Healthier claims on the rise
Figure 16: Share of new launches in the cordials and squashes market, by claims, 2011-15
Brand communication and promotion
Britvic drives a rise in adspend in 2015
Figure 17: Total above-the line, online display and direct mail advertising expenditure on cordials/squashes, 2011-15
Figure 18: Total above-the line, online display and direct mail advertising expenditure on cordials/squashes, by top four companies,
2011-15
Suntory and Nichols are the other main advertisers
TV’s popularity as an advertising channel wanes in 2015
Figure 19: Total above-the line advertising expenditure on cordials/squashes, by media channel, 2011-15
Nielsen Media Research coverage
Brand research
What you need to know
Brand map
Figure 20: Attitudes towards and usage of selected drinks brands, December 2015
Key brand metrics
Figure 21: Key metrics for selected drinks brands, December 2015
Brand attitudes: Ribena enjoys strong associations to many positive qualities
Figure 22: Attitudes, by drinks brand, December 2015
Brand macro personality: Bottlegreen is seen as exclusive…
Figure 23: Brand personality – Macro image, December 2015
Figure 24: Brand personality – Micro image, December 2015
Brand analysis
Figure 25: User profile of Robinsons, December 2015
Figure 26: User profile of Ribena, December 2015
Figure 27: User profile of Bottlegreen, December 2015
Figure 28: User profile of Vimto, December 2015
Figure 29: User profile of Jucee, December 2015
THE CONSUMER
What you need to know
82% of Brits drink squashes/cordials
Little change in usage patterns of squashes and cordials
Squashes and cordials appeal as a means to drink more water
Sugar content provokes the strongest response
Exotic fruits can be lucrative for squash/cordial producers
Child- and age-tailored variants resonate highly
Mixed flavour multipacks appeal
Usage of squashes and cordials
82% of Brits drink squashes/cordials
Figure 30: Repertoire of usage of types of squashes and cordials, February 2016
Standard squash leads the way
Figure 31: Usage of types of squashes and cordials, February 2016 and June 2014
Figure 32: Usage of squashes and cordials, by type, by frequency, February 2016
The rise of double and super-concentrates
Trends in purchasing of squashes and cordials
Little change in usage patterns of squashes and cordials
Figure 33: Changes in purchasing squashes and cordials, February 2016
Hydration is a key driver for those buying more squashes/cordials
Figure 34: Reasons for buying squashes and cordials more, February 2016
Squashes/cordials are also losing out to other soft drinks
Figure 35: Reasons for buying fewer or not buying squashes and cordials, February 2016
Squash and cordial preferences
Sugar content provokes the strongest response
Figure 36: Preferences regarding selected attributes of squashes and cordials, February 2016
Clear preference for familiar flavours
The taste of cordials/squashes vs other soft drinks
Younger consumers drive interest in warm/hot squashes/cordials and functionality
Double concentrates look set to continue growing
Figure 37: Share of new launches of squashes and cordials in the UK, by pack size, 2011-15
Interest in flavour types in squashes and cordials
Exotic fruits can be lucrative for squash/cordial producers
Figure 38: Interest in flavours of squashes/cordials, February 2016
Flavour can resonate with older drinkers
Niche interest in other lesser-used flavours
Interest in squash and cordial products
Child- and age-tailored variants resonate highly
Figure 39: Interest in types of squashes/cordials, February 2016
Mixed flavour multipacks also appeal to many squash/cordial buyers
Millennials drive interest in packaging innovation
Data sources, abbreviations and supporting information
Abbreviations
Consumer research methodology
Market size and segmentation
Figure 40: Best- and worst-case forecasts for the squashes and cordials market, by value, 2015-20
Figure 41: Best- and worst-case forecasts for the squashes and cordials market, by volume, 2015-20
Forecast methodology
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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