Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Cordials and Squashes - UK - October 2013

“Health should be near the forefront of producers’ strategies, appealing to not only health-conscious adults but also those looking for suitable soft drinks for their families.”

Chris Wisson, Senior Drinks Analyst

Some questions answered in this report include:

How can cordials/squashes tap into the lucrative on-the-go occasion?

Which factors can producers use to offer added value? 

How can cordials/squashes grow in the on-trade? 

Can cordials/squashes leverage the functional message?

The cordial and squash market’s associations with refreshment and reliance upon the weather became evident in 2012 as the market saw sales decline, particularly in the on-trade. The warm summer of 2013 has rejuvenated the market’s fortunes, with sales returning to growth and expected to reach £772 million as hydration became the watchword for consumers. Meanwhile, volumes continue to decline largely due to the growing popularity of double concentrates.

The category’s strong associations with family use, healthiness and value for money have helped cordials/squashes to remain a regular feature in shopping baskets. Double-concentrate variants have emerged as a lucrative extension for brands in recent years, being seen widely as better value for money than single concentrates by users. Flavour innovation has scope to keep engagement high in the coming years and help to boost value sales.

Definition

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 1:8 ratio.
Cordials tend to have a thicker consistency than squashes and require more water to dilute, typically with a ratio of 1:10. They tend to be made from natural ingredients, eg fresh fruit and no additives. 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 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.

Value figures are at RSP (Retail Sale Price), ie not that of wholesalers, and therefore include VAT.
Volume figures are in litres. Due to the arrival en masse of double-concentrate variants from 2008 onwards, these figures can paint a confusingly negative picture of volumes, as the switch to more concentrated variants has seen volume sales decline, while the higher dilution ratio of these allows the consumer to make twice the number of servings per bottle.
Juice drinks which are defined as ready to drink (RTD) and carry the same brand names as cordial and squashes, eg Ribena, are excluded from the market size.

 

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of UK value sales of cordials and squashes, 2008-18
              • Figure 2: Forecast of UK volume sales of cordials and squashes, 2008-18
            • Market factors
              • Consumer confidence picking up
                • Growth aided by the warm weather
                  • Population changes bring threats and opportunities
                    • Companies, brands and innovation
                      • Figure 3: Share of value sales of cordials and squashes in the off-trade, by manufacturer, 2012/13
                    • New product launches remain flat in 2012
                      • Adspend also remains broadly flat
                        • The consumer
                          • Squash enjoys higher and more regular usage than cordials
                            • Mealtimes are key for the market
                              • Favourite flavour drives purchases
                                • Figure 4: Choice factors when buying squashes and cordials, August 2013
                              • ‘Classic’ flavours remain the most popular
                                • Cordials/squashes seen positively by the majority of users
                                  • Figure 5: Attitudes towards cordials and squashes, August 2013
                                • What we think
                                • Issues in the Market

                                    • How can cordials/squashes tap into the lucrative on-the-go occasion?
                                      • Which factors can producers use to offer added value?
                                        • How can cordials/squashes grow in the on-trade?
                                          • Can cordials/squashes leverage the functional message?
                                          • Trend Application

                                              • Transumers
                                                • Sense of the Intense
                                                  • Mintel Futures: Old Gold
                                                  • Market Environment

                                                    • Key points
                                                      • Consumer confidence recovering
                                                        • Figure 6: Consumer Confidence Index, monthly, January 2007-September 2013
                                                      • Hot summers important for the cordials market
                                                        • Figure 7: Hours of sunshine in the UK, by month, 2008-13
                                                        • Figure 8: UK rainfall, by month, 2008-13
                                                      • Cordials and squashes well placed to leverage value-for-money image
                                                        • Figure 9: Price per 100ml of selected soft drinks, September 2013
                                                      • An ageing population poses problems to the cordials/squashes market
                                                        • Figure 10: Projected trends in the age structure of the UK population, 2013-18
                                                      • Cs and Ds will hold the key to growth
                                                        • Figure 11: Changes in the adult socio-economic structure of the UK population, 2013-18
                                                    • Competitive Context

                                                      • Key points
                                                        • Squashes/cordials remain popular drinks for the majority
                                                            • Figure 12: Volume sales in soft drinks markets, 2008-13
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Cordial/squash launches plateau in 2012
                                                                  • Figure 13: Share of new cordial and squash product launches in NPD in the UK non-alcoholic drinks market, 2009-13
                                                                • Healthier and environmentally friendly cordials on the march
                                                                  • Double concentrates remain influential
                                                                    • Figure 14: Share of new double-concentrate launches within total cordial and squash market NPD, 2009-13
                                                                  • Own-label squashes grow in NPD
                                                                    • Figure 15: Share of new launches in the cordials and squash market, by own-label and brands, 2009-13
                                                                  • Tapping into on-the-go drinking
                                                                    • Flavours becoming more adventurous
                                                                    • Market Size and Segmentation

                                                                      • Key points
                                                                        • Sunnier outlook for cordials and squashes in 2013
                                                                          • Figure 16: UK value and volume sales of cordials and squashes, at current and constant prices, 2008-18
                                                                          • Figure 17: Forecast of UK value sales of cordials and squashes, 2008-18
                                                                          • Figure 18: Forecast of UK volume sales of cordials and squashes, 2008-18
                                                                        • Forecast methodology
                                                                          • Market segmentation: Off-trade performance
                                                                            • Figure 19: UK value and volume sales of cordials and squashes in the off-trade, at current and constant prices, 2008-13
                                                                          • Market segmentation: On-trade performance
                                                                            • Figure 20: UK value and volume sales of cordials and squashes in the on-trade, at current and constant prices, 2008-13
                                                                        • Channels to Market

                                                                          • Key points
                                                                            • Multiples increase their share in 2012
                                                                              • Figure 21: UK value sales of squash and cordial, by channel, 2010-12
                                                                            • On-trade woes in 2012
                                                                            • Market Share

                                                                              • Key points
                                                                                • Britvic dominates off-trade sales of cordials
                                                                                  • Figure 22: Share of value sales of cordials and squashes in the off-trade, by manufacturer, 2012/13
                                                                                  • Figure 23: Value sales of top-selling cordial and squash brands in the off-trade, 2011/12 and 2012/13
                                                                                • Ribena finds a new home
                                                                                  • Premium cordials achieve small but steady growth
                                                                                    • Own-label sales in growth
                                                                                    • Companies and Products

                                                                                      • Belvoir Fruit Farms
                                                                                        • Bottlegreen (SHS Drinks)
                                                                                          • Britvic
                                                                                            • Coca-Cola Enterprises
                                                                                              • GSK (Suntory)
                                                                                                • Nichols
                                                                                                  • Princes Group
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key points
                                                                                                      • Consistent adspend in the cordials/squashes market
                                                                                                        • Figure 24: Total advertising expenditure in the cordials and squashes market, 2009-13
                                                                                                      • Britvic closes the gap on GSK
                                                                                                        • Figure 25: Total advertising expenditure in the cordials and squashes market, by top five companies, 2009-13
                                                                                                      • Other brands and the retailers remain small investors
                                                                                                        • TV advertising rises in popularity
                                                                                                        • Consumer – Usage of Cordials and Squashes

                                                                                                          • Key points
                                                                                                            • Squash enjoys higher and more regular usage than cordials
                                                                                                                • Figure 26: Usage of squashes and cordials, by gender, age and socio-economic group, August 2013
                                                                                                              • Standard squash under strong competition from double concentrates
                                                                                                                • Figure 27: Usage of squashes and cordials, by frequency, by type, August 2013
                                                                                                              • Cordials carving out their niche
                                                                                                                • Other types of cordials/squashes only garner a niche response
                                                                                                                • Consumer – Occasions for Usage

                                                                                                                  • Key points
                                                                                                                    • Mealtimes are the key occasion for drinking squashes/cordials
                                                                                                                      • Figure 28: Occasions for drinking squashes and cordials, August 2013
                                                                                                                    • Soft drinks seen as overpriced out of home
                                                                                                                      • Tapping into on-the-go use
                                                                                                                        • Exercise also provides opportunities
                                                                                                                        • Consumer – Choice Factors

                                                                                                                          • Key points
                                                                                                                            • 15% of users do not buy squashes/cordials for themselves
                                                                                                                              • Figure 29: Purchase of squash/cordials, August 2013
                                                                                                                            • Flavour and price are the key purchase drivers
                                                                                                                              • Figure 30: Choice factors when buying squashes and cordials, August 2013
                                                                                                                            • Flavour is on a par with price
                                                                                                                              • Fortified drinks enjoy limited interest
                                                                                                                                • A quarter look for double concentrates
                                                                                                                                • Consumer – Flavours of Cordials and Squashes

                                                                                                                                  • Key points
                                                                                                                                    • Orange leads the way in terms of flavours
                                                                                                                                      • Figure 31: Usage and opinions of different cordial/squash flavours, August 2013
                                                                                                                                    • Elderflower enjoys premium appeal
                                                                                                                                      • High interest in tangerine/mandarin
                                                                                                                                        • Figure 32: Interest in different cordial/squash flavours, August 2013
                                                                                                                                    • Consumer – Attitudes Towards Cordials and Squashes

                                                                                                                                      • Key points
                                                                                                                                        • Cordials/squashes seen positively by the majority of users
                                                                                                                                          • Figure 33: Attitudes towards cordials and squashes, August 2013
                                                                                                                                        • Cordials/squashes are seen to deliver value for money
                                                                                                                                          • Figure 34: Attitudes towards the cost/value of cordials and squashes, August 2013
                                                                                                                                        • There is widespread readiness to pay more…
                                                                                                                                          • …but brands will have to convince consumers to trade up
                                                                                                                                            • Cordials/squashes also seen as a healthy option
                                                                                                                                              • Figure 35: Attitudes towards the healthiness of cordials and squashes, August 2013
                                                                                                                                            • A taste of the exotic
                                                                                                                                              • Figure 36: Attitudes towards the taste of cordials and squashes, August 2013
                                                                                                                                            • Potential for warm cordials/squashes
                                                                                                                                            • Consumer – Target Groups

                                                                                                                                              • Key points
                                                                                                                                                • Three target groups
                                                                                                                                                  • Figure 37: Target groups for cordials and squashes, August 2013
                                                                                                                                                • Enthusiasts (37%)
                                                                                                                                                  • Detractors (33%)
                                                                                                                                                    • Price-Driven (30%)
                                                                                                                                                    • Appendix – Market Size and Segmentation

                                                                                                                                                        • Figure 38: Best- and worst-case forecasts for the cordials and squashes market, by value, 2013-18
                                                                                                                                                        • Figure 39: Best- and worst-case forecasts for the cordials and squashes market, by volume, 2013-18
                                                                                                                                                    • Appendix – Consumer – Usage of Cordials and Squashes

                                                                                                                                                        • Figure 40: Usage of squashes and cordials, August 2013
                                                                                                                                                        • Figure 41: Usage of standard squash, by demographics, August 2013
                                                                                                                                                        • Figure 42: Usage of double-concentrate squash, by demographics, August 2013
                                                                                                                                                        • Figure 43: Usage of high juice squash, by demographics, August 2013
                                                                                                                                                        • Figure 44: Usage of squash with added vitamins/minerals, by demographics, August 2013
                                                                                                                                                        • Figure 45: Usage of standard cordial, by demographics, August 2013
                                                                                                                                                        • Figure 46: Usage of premium cordial, by demographics, August 2013
                                                                                                                                                        • Figure 47: Usage of fruit and barley water, by demographics, August 2013
                                                                                                                                                        • Figure 48: Usage of low/no-calorie squash, by demographics, August 2013
                                                                                                                                                        • Figure 49: Usage of powder mix squash, by demographics, August 2013
                                                                                                                                                        • Figure 50: Usage of fruit syrup, by demographics, August 2013
                                                                                                                                                        • Figure 51: Usage of any other squash/cordial, by demographics, August 2013
                                                                                                                                                    • Appendix – Consumer – Occasions for Usage

                                                                                                                                                        • Figure 52: Occasions for drinking squashes and cordials, August 2013
                                                                                                                                                        • Figure 53: Most popular occasions for drinking squashes and cordials, by demographics, August 2013
                                                                                                                                                        • Figure 54: Next most popular occasions for drinking squashes and cordials, by demographics, August 2013
                                                                                                                                                        • Figure 55: Other occasions for drinking squashes and cordials, by demographics, August 2013
                                                                                                                                                    • Appendix – Consumer – Choice Factors

                                                                                                                                                        • Figure 56: Purchase of squash/cordials, August 2013
                                                                                                                                                        • Figure 57: Purchase of squash/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 58: Choice factors when buying squashes and cordials, August 2013
                                                                                                                                                        • Figure 59: Most popular choice factors when buying squashes and cordials, by demographics, August 2013
                                                                                                                                                        • Figure 60: Next most popular choice factors when buying squashes and cordials, by demographics, August 2013
                                                                                                                                                        • Figure 61: Other choice factors when buying squashes and cordials, by demographics, August 2013
                                                                                                                                                    • Appendix – Consumer – Flavours of Cordials and Squashes

                                                                                                                                                        • Figure 62: Usage and opinions of different cordial/squash flavours, August 2013
                                                                                                                                                        • Figure 63: Usage and opinions of tangerine/mandarin-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 64: Usage and opinions of orange-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 65: Usage and opinions of tropical fruit-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 66: Usage and opinions of elderflower-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 67: Usage and opinions of any berry/currant-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 68: Usage and opinions of lime-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 69: Usage and opinions of lemon-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 70: Usage and opinions of peach-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 71: Usage and opinions of pineapple-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 72: Usage and opinions of grape-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 73: Usage and opinions of apple-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                        • Figure 74: Usage and opinions of ginger-flavoured squashes/cordials, by demographics, August 2013
                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Cordials and Squashes

                                                                                                                                                        • Figure 75: Attitudes towards cordials and squashes, August 2013
                                                                                                                                                        • Figure 76: Agreement with the statements ‘I am prepared to pay more for squashes/cordials with functional benefits’ and ‘Supermarket own-label squashes/cordials are just as good as branded varieties’, by demographics, August 2013
                                                                                                                                                        • Figure 77: Agreement with the statements ‘Squashes/cordials are good value for money’ and ‘Double-strength squashes are better value for money than those that are standard strength’, by demographics, August 2013
                                                                                                                                                        • Figure 78: Agreement with the statements ‘I prefer all-natural squashes/cordials to ones with added sweeteners/sugar’ and ‘Squashes/cordials are a healthier option compared to other soft drinks’, by demographics, August 2013
                                                                                                                                                        • Figure 79: Agreement with the statements ‘Squashes/cordials are a healthy drink for children’ and ‘Fruit squash/cordial tastes too sweet’, by demographics, August 2013
                                                                                                                                                        • Figure 80: Agreement with the statements ‘I would be interested squashes/cordials which are intended to be drunk warm’ and ‘I am interested in trying squashes/ cordials with unusual or exotic flavours’, by demographics, August 2013
                                                                                                                                                        • Figure 81: Agreement with the statements ‘Squashes/cordials should provide more information about how they are produced’ and ‘I am prepared to pay more for squashes/cordials with a higher fruit content’, by demographics, August 2013
                                                                                                                                                    • Appendix – Consumer – Target Groups

                                                                                                                                                        • Figure 82: Target groups, by demographics, August 2013
                                                                                                                                                        • Figure 83: Usage of squashes and cordials, by target groups, August 2013
                                                                                                                                                        • Figure 84: Occasions for drinking squashes and cordials, by target groups, August 2013
                                                                                                                                                        • Figure 85: Choice factors when buying squashes and cordials, by target groups, August 2013
                                                                                                                                                        • Figure 86: Usage and opinions of different cordial/squash flavours, by target groups, August 2013
                                                                                                                                                        • Figure 87: Attitudes towards cordials and squashes, by target groups, August 2013

                                                                                                                                                    Companies Covered

                                                                                                                                                    • AG Barr
                                                                                                                                                    • Belvoir Fruit Farms
                                                                                                                                                    • Ben Shaws
                                                                                                                                                    • Bottlegreen Drinks Company
                                                                                                                                                    • Britvic Soft Drinks
                                                                                                                                                    • Coca-Cola GB
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • GlaxoSmithKline Plc
                                                                                                                                                    • Levi Roots Reggae Reggae Foods Ltd
                                                                                                                                                    • Ocean Spray Cranberries, Inc
                                                                                                                                                    • Suntory Group
                                                                                                                                                    • Symington's
                                                                                                                                                    • Tesco Plc
                                                                                                                                                    • The SHS Group
                                                                                                                                                    • Vimto Soft Drinks
                                                                                                                                                    • Weight Watchers Ltd. (UK)

                                                                                                                                                    Cordials and Squashes - UK - October 2013

                                                                                                                                                    £1,995.00 (Excl.Tax)