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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

Along with other soft drinks, squashes and cordials are also under the spotlight with regards to their sugar content. ‘No added sugar’ variants have become common, with many brands reformulating their drinks to make them healthier and to keep on the right side of both the government but also retailers such as Tesco. The use of sugar and sweeteners is likely to remain a key industry issue in the coming years.

For the purposes of this Report, Mintel has defined the market for squashes and cordials in the following two ways:

  • A standard squash is typically a drink requiring dilution in the ratio one part concentrate to four parts water, whereas a double concentrate dilutes in a one-to-eight ratio.
  • Cordials tend to have a thicker consistency than squashes and require more water to dilute, typically with a ratio of one to 10. They tend to contain no preservatives, and often require chilled storage once opened. Brands include Bottlegreen and Belvoir.

However, this Report analyses squashes/cordials together, across the UK market, which is divided into two main channels:

  • Take-home includes sales through all supermarkets/shops where the cordial/squash is bought concentrated and has to be diluted to taste off-premise.
  • On-premise refers to when squash/cordial is bought diluted ready to drink at pubs, bars and restaurants/cafés.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Tough times for squashes and cordials
              • 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
            • Off-trade sales of squashes/cordials slump
              • Soft drink sales correlate with the weather
                • Squashes/cordials are traditionally a commodity category
                  • Sugar concerns impact the market
                    • Companies and brands
                      • Britvic’s Robinsons brand dominates the market
                        • NPD in the market rises in 2015
                          • Britvic drives a rise in adspend in 2015
                            • The consumer
                              • 82% of Brits drink squashes/cordials
                                • Figure 3: Usage of squashes and cordials, by type, by frequency, February 2016
                              • Sugar content provokes the strongest response
                                • Figure 4: Preferences regarding selected attributes of squashes and cordials, February 2016
                              • Exotic fruits can be lucrative for squash/cordial producers
                                • Child- and age-tailored variants resonate highly
                                  • Figure 5: Interest in types of squashes/cordials, February 2016
                                • What we think
                                • Issues and Insights

                                  • Driving further growth of the super-concentrates segment
                                    • The facts
                                      • The implications
                                        • Improving understanding of sugar and sweeteners could be beneficial
                                          • The facts
                                            • The implications
                                              • Appealing to households’ different flavour and functional preferences
                                                • The facts
                                                  • The implications
                                                  • 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 6: UK value and volume sales of cordials and squashes, at current and constant prices, 2010-20
                                                              • Volumes are expected to continue falling
                                                                • Figure 7: Forecast of UK value sales of cordials and squashes, 2010-20
                                                                • Figure 8: Forecast of UK volume sales of cordials and squashes, 2010-20
                                                              • Off-trade sales of squashes/cordials slump
                                                                • Figure 9: UK value and volume sales of cordials and squashes in the off-trade, at current and constant prices, 2010-15
                                                                • Figure 10: 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 11: Annual hours of sunshine in the UK, by month, 2011-15
                                                              • Squashes/cordials are traditionally a commodity category
                                                                • Sugar concerns impact NPD…
                                                                  • …and consumers
                                                                    • 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 12: Value and volume sales of top-selling squash and cordial brands in the off-trade, 2013-15
                                                                              • Vimto bucks the category downturn
                                                                                • Premium cordial sales hold firm
                                                                                • Launch Activity and Innovation

                                                                                  • Innovation in the market rises in 2015
                                                                                    • Figure 13: 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 14: Share of new launches in the cordials and squashes market, by company, 2011-15
                                                                                  • Britvic is also a prominent innovator
                                                                                    • Innovation in cordials
                                                                                      • Healthier claims on the rise
                                                                                        • Figure 15: 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 16: Total above-the line, online display and direct mail advertising expenditure on cordials/squashes, 2011-15
                                                                                        • Figure 17: 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 18: 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 19: Attitudes towards and usage of selected drinks brands, December 2015
                                                                                              • Key brand metrics
                                                                                                • Figure 20: Key metrics for selected drinks brands, December 2015
                                                                                              • Brand attitudes: Ribena enjoys strong associations to many positive qualities
                                                                                                • Figure 21: Attitudes, by drinks brand, December 2015
                                                                                              • Brand macro personality: Bottlegreen is seen as exclusive…
                                                                                                • Figure 22: Brand personality – Macro image, December 2015
                                                                                              • …as well as stylish and sophisticated
                                                                                                • Figure 23: Brand personality – Micro image, December 2015
                                                                                              • Brand analysis
                                                                                                • Well-known Robinsons remains a popular brand
                                                                                                  • Figure 24: User profile of Robinsons, December 2015
                                                                                                • Ribena also benefits from its high levels of consumer awareness
                                                                                                  • Figure 25: User profile of Ribena, December 2015
                                                                                                • Bottlegreen stands apart from squash brands on sophistication
                                                                                                  • Figure 26: User profile of Bottlegreen, December 2015
                                                                                                • Vimto falls down on trust and advocacy
                                                                                                  • Figure 27: User profile of Vimto, December 2015
                                                                                                • Jucee has work to do to improve its image
                                                                                                  • Figure 28: 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 29: Repertoire of usage of types of squashes and cordials, February 2016
                                                                                                              • Standard squash leads the way
                                                                                                                • Figure 30: Usage of types of squashes and cordials, February 2016 and June 2014
                                                                                                                • Figure 31: 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 32: Changes in purchasing squashes and cordials, February 2016
                                                                                                                • Hydration is a key driver for those buying more squashes/cordials
                                                                                                                  • Figure 33: Reasons for buying squashes and cordials more, February 2016
                                                                                                                • Squash is winning users from other soft drinks
                                                                                                                  • New flavours also support higher usage
                                                                                                                    • Squashes/cordials are also losing out to other soft drinks
                                                                                                                      • Sugar is a common concern…
                                                                                                                        • …but so are sweeteners
                                                                                                                          • Figure 34: Reasons for buying fewer or not buying squashes and cordials, February 2016
                                                                                                                      • Squash and Cordial Preferences

                                                                                                                        • Sugar content provokes the strongest response
                                                                                                                          • Figure 35: 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 36: 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 37: 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 38: Interest in types of squashes/cordials, February 2016
                                                                                                                                  • Mixed flavour multipacks also appeal to many squash/cordial buyers
                                                                                                                                    • Millennials drive interest in packaging innovation
                                                                                                                                      • Strong demand for dosing caps
                                                                                                                                        • Pocket-sized packs and pouches
                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                            • Abbreviations
                                                                                                                                              • Consumer research methodology
                                                                                                                                              • Appendix – Market Size and Segmentation

                                                                                                                                                  • Figure 39: Best- and worst-case forecasts for the squashes and cordials market, by value, 2015-20
                                                                                                                                                  • Figure 40: Best- and worst-case forecasts for the squashes and cordials market, by volume, 2015-20
                                                                                                                                                • Forecast methodology

                                                                                                                                                Companies Covered

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                                                                                                                                                Cordials and Squashes - UK - April 2016

                                                                                                                                                US $2,570.96 (Excl.Tax)