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Cordials and Squashes - UK - October 2012

“40% of over-65 squash/cordial buyers agree that fruit squash tends to taste too sweet compared with a 26% average. Therefore, reducing the sweet flavour of squash by lowering sugar or sweetener content, or even upping the level of tarter flavours, could better suit the palates of this lucrative group.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • How can manufacturers progress from the double-strength concept?
  • Which NPD areas offer potential in squash?
  • What NPD areas can manufacturers explore to engage the growing over-65s population?
  • How can premium cordial manufacturers encourage usage?

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Forecasts
                  • Figure 1: Total UK value sales of squash and cordial, 2007-17
                  • Figure 2: Total UK volume sales of squash and cordials, 2007-17
                • Market factors
                  • Wet summer weather impacts soft drink sales
                    • Olympics fever fails to improve consumer confidence
                      • Companies, brands and innovation
                        • Robinsons leads the market but is outperformed by Ribena and Vimto
                          • Figure 3: Brand shares in value sales of squashes and cordials in the off-trade, 2011
                        • Double-strength squash NPD quadruples between 2010 and 2011
                          • Figure 4: Share of new double-strength/ double-concentrate* launches within total squash/ cordial NPD, 2009-11
                        • Ribena holds the lead position in adspend
                          • Consumer
                            • Two in five users drink squashes and cordials at least once a day
                              • Standard squash is most typically drunk format but two fifths of adults have used double concentrate
                                • Squash is viewed as good value and healthy
                                  • Figure 5: Perceptions of squash and cordial, July 2012
                                • NPD opportunities lie in exotic flavours and health
                                  • Figure 6: Attitudes towards buying squash/cordial, July 2012
                                • Squashes are deemed healthier but less of a treat than fizzy drinks
                                  • Figure 7: Attitudes towards squashes and cordials, July 2012
                                • What we think
                                • Issues in the Market

                                    • How can manufacturers progress from the double-strength concept?
                                      • Which NPD areas offer potential in squash?
                                        • What NPD areas can manufacturers explore to engage the growing over-65s population?
                                          • How can premium cordial manufacturers encourage usage?
                                          • Trend Application

                                              • Trend: Never Say Die
                                                • Trend: Play Ethic
                                                  • 2015 Trend: East Meets West
                                                  • Market Environment

                                                    • Key points
                                                      • Wettest summer in 100 years hits sales of soft drinks in 2012
                                                        • Figure 8: Average UK summer rainfall, 2007-12*
                                                      • Consumer confidence remains low in 2012 despite Olympics
                                                        • Older generation set for rapid growth
                                                          • Figure 9: Projected trends in population growth, by age, 2012-17
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • NPD in squashes edges up but a record high is expected in 2012
                                                                • Figure 10: Share of new squash and cordial product launches in NPD in the UK non-alcoholic drinks market*, 2008-11
                                                              • Own-label ramps up NPD
                                                                • Figure 11: Share of new launches in the squash and cordials market, by own-label and brands, 2009-11
                                                                • Figure 12: Share of new product launches within the UK squash and cordials market, by company (top ten), 2009-11
                                                              • Share of double-strength squash in NPD quadruples between 2010 and 2011
                                                                • Figure 13: Share of new double-strength/ double-concentrate* launches within total squash/ cordial NPD, 2009-11
                                                              • Asda jumps into activity in 2011 as Tesco goes retro
                                                                • Britvic takes Robinsons into the double-strength sector
                                                                  • Five Valleys brings upmarket cordials to market
                                                                    • Portability and powder inspire alternative innovation ideas
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Value growth edges up but volumes tumble
                                                                          • Figure 14: Total UK value and volume sales of squashes and cordials, 2007-17
                                                                        • 2012 sees volumes fall further
                                                                          • The future of the squash and cordials market
                                                                            • Market forecasts
                                                                              • Figure 15: Total UK value sales of squashes and cordials (including on-premise), 2007-17
                                                                              • Figure 16: Total UK volume sales of squashes and cordials (including on-premise), 2007-17
                                                                            • Forecast methodology
                                                                            • Market Segmentation

                                                                              • Key points
                                                                                • Take-home channel continues to gain share over 2010-11
                                                                                  • Figure 17: UK value and volume sales of squashes and cordials, by sector, 2009-11
                                                                                • Take-home
                                                                                  • On-premise
                                                                                  • Market Share

                                                                                    • Key points
                                                                                      • Robinsons leads the market as NPD lifts Ribena sales
                                                                                        • Figure 18: Brand shares in off-trade value sales of squashes and cordials, 2011
                                                                                        • Figure 19: Brand shares in off-trade value sales of squashes and cordials, 2009-11
                                                                                        • Figure 20: Brand shares in off-trade value sales of squashes and cordials, MAT until June 2012
                                                                                      • Vimto records impressive 11% growth
                                                                                        • Bottlegreen and Belvoir prove there is demand for premium cordials
                                                                                          • Own-label maintains its share of the market
                                                                                          • Companies and Products

                                                                                            • Belvoir Fruit Farms
                                                                                              • Company overview
                                                                                                • Product range
                                                                                                  • Recent activity
                                                                                                    • Bottlegreen Drinks
                                                                                                      • Company overview
                                                                                                        • Product range
                                                                                                          • Recent activity
                                                                                                            • Britvic Soft Drinks
                                                                                                              • Company overview
                                                                                                                • Product range
                                                                                                                  • Recent activity
                                                                                                                    • Coca-Cola Enterprises
                                                                                                                      • Company overview
                                                                                                                        • Product range
                                                                                                                          • GlaxoSmithKline
                                                                                                                            • Company overview
                                                                                                                              • Product range
                                                                                                                                • Recent activity
                                                                                                                                  • Nichols
                                                                                                                                    • Company overview
                                                                                                                                      • Product range
                                                                                                                                        • Recent activity
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • Total adspend is unchanged in 2011
                                                                                                                                              • Figure 21: Total advertising expenditure in the cordials and squashes market, January 2008-December 2011
                                                                                                                                            • Ribena’s provenance push helps GSK remain biggest spender
                                                                                                                                              • Figure 22: Total advertising expenditure in the cordials and squashes market, by top five companies, 2008-11
                                                                                                                                            • Britvic ups spend by 55% to support Double Concentrate launch
                                                                                                                                              • Bottlegreen eyes stronger winter sales with print campaign
                                                                                                                                              • Channels to Market

                                                                                                                                                • Key points
                                                                                                                                                  • Multiples increase their share
                                                                                                                                                    • Figure 23: UK value sales of squash and cordial, by channel, 2009-11
                                                                                                                                                  • On-premise sales edge up
                                                                                                                                                  • Consumer – Usage of Squashes and Cordials

                                                                                                                                                    • Key points
                                                                                                                                                      • Two in three people use squash/cordials
                                                                                                                                                        • Figure 24: Usage of fruit squashes and cordials in the last 12 months, 2008-12
                                                                                                                                                      • The large minority of adults drink squash/cordial once a day
                                                                                                                                                        • Figure 25: Frequency of drinking fruit squashes and cordials in the last 12 months, 2008-12
                                                                                                                                                      • Standard squash is most typically drunk format but two fifths of adults have used double concentrate
                                                                                                                                                          • Figure 26: Types of squash/cordial drunk, July 2012
                                                                                                                                                          • Figure 27: Usage of standard squash and double-concentrate squash, by presence of children in household, July 2012
                                                                                                                                                        • Little difference between male and female usage habits
                                                                                                                                                          • Figure 28: Usage of top six most used squash/cordial types, by gender, July 2012
                                                                                                                                                        • Just one in ten use premium cordial
                                                                                                                                                        • Consumer Perceptions of Squash and Cordial

                                                                                                                                                          • Key points
                                                                                                                                                            • Squash is viewed as good value and healthy
                                                                                                                                                                • Figure 29: Perceptions of squash and cordial, July 2012
                                                                                                                                                                • Figure 30: Perceptions of squash and cordial, July 2012
                                                                                                                                                              • Fizzy drinks are more likely to be deemed family-friendly than premium cordials
                                                                                                                                                                • The bulkiness of squash bottles hinders portable appeal
                                                                                                                                                                • Consumer Attitudes Towards Buying Squashes and Cordials

                                                                                                                                                                  • Key points
                                                                                                                                                                    • NPD opportunities lie in exotic flavours and health
                                                                                                                                                                        • Figure 31: Attitudes towards buying squash/cordial, July 2012
                                                                                                                                                                        • Figure 32: Agreement with the statements ‘I would be interested in buying squashes with more exotic flavours’, and ‘I would be interested in buying squash/cordials with more added health benefits’, by age and gender, July 2012
                                                                                                                                                                      • Energy squash/cordial has youth appeal
                                                                                                                                                                        • Figure 33: Agreement with the statement ‘I would be interested in buying a squash/cordial that provides an energy boost’, by gender and age, July 2012
                                                                                                                                                                      • Mini squash/cordial formats hold more NPD interest than powder formats
                                                                                                                                                                        • Figure 34: Agreement with the statements ‘I’d be keen to buy portable mini formats of squash/cordial that are easier to carry’ and ‘I’d be keen to try powder-based squash that you mix with water’, by gender, July 2012
                                                                                                                                                                      • Only 26% of buyers purchase whatever squash/cordial is on special offer
                                                                                                                                                                        • Two fifths of over-65 users limit squash usage to warmer months
                                                                                                                                                                          • Figure 35: Agreement with the statement ‘I tend to drink squash only in the warmer months’, by age, July 2012
                                                                                                                                                                      • Consumer Attitudes Towards Squashes and Cordials

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Squashes are deemed healthier but less of a treat than fizzy drinks
                                                                                                                                                                              • Figure 36: Attitudes towards squashes and cordials, July 2012
                                                                                                                                                                            • Double concentrates have value appeal but are deemed more difficult to pour
                                                                                                                                                                              • Figure 37: Agreement with the statements ‘It’s difficult to judge how much double-concentrate squash to pour in a glass’ and ‘Double-concentrate squash is better value than standard squash’, by gender, July 2012.
                                                                                                                                                                              • Figure 38: Agreement with the statement ‘Double-concentrate squash is better value than standard squash’, by gross household income, July 2012
                                                                                                                                                                            • Emphasising the water content of squash/cordial may resonate among health-conscious consumers
                                                                                                                                                                              • NPD opportunities lie in sugar-free and provenance
                                                                                                                                                                                • Figure 39: Agreement with the statements ‘I’d be happy to pay more for squash/cordials containing natural, sugar-free sweeteners’ and ‘Squashes/cordials containing fruit from a named country are worth paying more for’, by age, July 2012
                                                                                                                                                                              • Over-65s may be deterred by sweetness of fruit squash
                                                                                                                                                                                • Figure 40: agreement with the statement ‘Fruit squash tends to taste too sweet’, by age, July 2012
                                                                                                                                                                              • Premium cordials can be an alternative to alcoholic drinks
                                                                                                                                                                              • Consumer – Target Groups

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Four target groups
                                                                                                                                                                                    • Figure 41: Target groups based on attitudes towards squash and cordials, July 2012
                                                                                                                                                                                  • Promotion Hunters (25%)
                                                                                                                                                                                    • Squash Enthusiasts (24%)
                                                                                                                                                                                      • Healthy Drinkers (23%)
                                                                                                                                                                                        • Disengageds (28%)
                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                            • Figure 42: Total UK value and volume sales of squashes and cordials, 2007-17
                                                                                                                                                                                            • Figure 43: Total UK value sales of squash and cordial, 2007-17
                                                                                                                                                                                            • Figure 44: Best- and worst-case forecasts for UK value sales of squashes and cordials, 2012-17
                                                                                                                                                                                            • Figure 45: Total UK volume sales of squash and cordial, 2007-17
                                                                                                                                                                                            • Figure 46: Best- and worst-case forecasts for UK volume sales of squashes and cordials, 2012-17
                                                                                                                                                                                        • Appendix – Market Share

                                                                                                                                                                                            • Figure 47: Brand shares in off-trade volume sales of squashes and cordials, 2011
                                                                                                                                                                                        • Appendix – Consumer – Types of Squash/Cordial Used

                                                                                                                                                                                            • Figure 48: Most popular types of squash/cordial used, by demographics, July 2012
                                                                                                                                                                                            • Figure 49: Next most popular types of squash/cordial used, by demographics, July 2012
                                                                                                                                                                                            • Figure 50: Other types of squash/cordial used, by demographics, July 2012
                                                                                                                                                                                        • Appendix – Consumer – Household Members Cordials/Squashes are Bought For

                                                                                                                                                                                            • Figure 51: Household members cordials/squashes are bought for, by demographics, July 2012
                                                                                                                                                                                        • Appendix – Consumer – Perceptions of Squash and Cordial

                                                                                                                                                                                            • Figure 52: Perceptions (too sweet) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 53: Perceptions (good value for money) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 54: Perceptions (portable) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 55: Perceptions (thirst-quenching) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 56: Perceptions (artificial) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 57: Perceptions (sophisticated in taste) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 58: Perceptions (old-fashioned) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 59: Perceptions (good for you) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 60: Perceptions (long lasting) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 61: Perceptions (unexciting) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 62: Perceptions (family-friendly) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                            • Figure 63: Perceptions (natural) of squash and cordial, by demographics, July 2012
                                                                                                                                                                                        • Appendix – Consumer – Attitudes towards Buying Squashes and Cordials

                                                                                                                                                                                            • Figure 64: Most popular attitudes towards buying squashes and cordials, by demographics, July 2012
                                                                                                                                                                                            • Figure 65: Next most popular attitudes towards buying squashes and cordials, by demographics, July 2012
                                                                                                                                                                                        • Appendix – Consumer – Attitudes towards Squashes and Cordials

                                                                                                                                                                                            • Figure 66: Agreement with the statements ‘Squashes/cordials are healthier than fizzy drinks’ and ‘Fizzy soft drinks are more of a treat drink than squash’, by demographics, July 2012
                                                                                                                                                                                            • Figure 67: Agreement with the statements ‘It’s difficult to judge how much double-concentrate squash to pour in a glass’ and ‘Water hydrates you more effectively than squash or cordial’, by demographics, July 2012
                                                                                                                                                                                            • Figure 68: Agreement with the statements ‘Double-concentrate squash is better value than standard squash’ and ‘I tend to stick to one type of cordial/squash when buying’, by demographics, July 2012
                                                                                                                                                                                            • Figure 69: Agreement with the statements ‘I’d be happy to pay more for squash/cordials containing natural, sugar-free sweeteners’ and ‘Fruit squash tends to taste too sweet’, by demographics, July 2012
                                                                                                                                                                                            • Figure 70: Agreement with the statements ‘I’m drinking weaker squash/cordial to make it last longer’ and ‘I’m buying more soft drink alternatives to squash cordials’, by demographics, July 2012
                                                                                                                                                                                            • Figure 71: Agreement with the statement ‘Squashes/cordials containing fruit from a named country are worth paying more for’, by demographics, July 2012
                                                                                                                                                                                            • Figure 72: Agreement with the statement ‘Premium cordials can make for a sophisticated alternative to alcoholic drinks’, by demographics, July 2012
                                                                                                                                                                                        • Appendix – Consumer – Target Groups

                                                                                                                                                                                            • Figure 73: Target groups, by demographics, July 2012
                                                                                                                                                                                            • Figure 74: Types of squash/cordial used, by target groups, July 2012
                                                                                                                                                                                            • Figure 75: Perceptions of squash and cordial, by target groups, July 2012
                                                                                                                                                                                            • Figure 76: Attitudes towards buying squashes and cordials, by target groups, July 2012
                                                                                                                                                                                            • Figure 77: Attitudes towards squashes and cordials, by target groups, July 2012
                                                                                                                                                                                            • Figure 78: Attitudes towards drinking soft drinks in pubs/restaurants, by target groups, July 2012

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Belvoir Fruit Farms
                                                                                                                                                                                        • Bottlegreen Drinks Company
                                                                                                                                                                                        • Britvic Soft Drinks
                                                                                                                                                                                        • Coca-Cola Enterprises, Inc.
                                                                                                                                                                                        • Coca-Cola GB
                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                        • GlaxoSmithKline Plc
                                                                                                                                                                                        • Nichols plc
                                                                                                                                                                                        • Spotify AB
                                                                                                                                                                                        • Sunkist Growers, Inc.
                                                                                                                                                                                        • Tangerine Confectionery Ltd
                                                                                                                                                                                        • The SHS Group
                                                                                                                                                                                        • Vimto Soft Drinks
                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                        • Weight Watchers Ltd. (UK)
                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                        Cordials and Squashes - UK - October 2012

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