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Cordials and Squashes - UK - September 2014

“There is potential for energy drinks brands such as Red Bull or Monster to enter the super-concentrate market. These brands are likely to hold more resonance among young consumers than more family-oriented brands such as Robinsons.”

– Emma Clifford, Senior Food Analyst

This report covers the following issues:

  • Cordial and squash brands can look to added functionality to boost their appeal
  • New packaging designs could shake up the squashes/cordials market
  • Cordials should expand their ranges to tap the on-trade market more effectively

The performance of the cordials and squashes market is influenced by the weather, as with many other soft drinks categories. Following the washout summer of 2012, the exceptionally hot, dry summer of 2013 saw the market value return to growth, albeit by just 1% year on year. However, value sales of cordials and squashes are expected to fall by 2% year on year to £724 million in 2014.

One of the key trends impacting the market in the last year has been the emergence of super-concentrates, with a handful of big-hitting brands now operating in this space. Pocket-sized and designed to be easy to use anytime and anywhere, these mine the on the go trend, which is evident in many areas of the food and drink industry.

While health concerns are nothing new, the sugar debate escalated in 2014 and put this issue firmly in the media spotlight. While this debate is damaging to standard squash, scepticism over the artificial sweeteners in low-sugar variants means these are not seen as a clear-cut healthier option. This has created sizeable demand for squashes made using natural sweeteners, with seven in 10 users expressing an interest in such products.

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.

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, and super-concentrated squash in 2013 and 2014, these figures can paint a confusingly negative picture of volumes. The switch to more concentrated variants has seen volume sales decline, while the higher dilution ratio of these allows the consumer to make a higher number of servings per bottle.

Juice drinks which are defined as ready to drink (RTD), including ones that carry the same brand names as cordial and squashes, eg Ribena, are excluded from the market size.

 

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of UK value sales of cordials and squashes, 2009-19
            • Market factors
              • Companies, brands and innovation
                • Britvic retains lead in the market
                  • Figure 2: Value shares of top-selling cordial and squash brands in the off-trade, 2013/14*
                • Super-concentrated squashes enter the market in 2014
                  • Suntory and Britvic dominate adspend
                    • The consumer
                      • Four in five people drink squash
                        • Figure 3: Frequency of usage of squashes and cordials, June 2014
                      • Marked openness towards squash with natural sweeteners
                        • Figure 4: Interest in different types of squash/cordial product, June 2014
                      • Scope to drive interest in the on-trade with wider ranges
                        • Figure 5: Attitudes towards cordials and squashes, June 2014
                      • Sugar and sweeteners raise concerns about the healthiness of squash and cordials
                        • Figure 6: Further attitudes towards cordials and squashes, June 2014
                      • What we think
                      • Issues and Insights

                          • Cordial and squash brands can look to added functionality to boost their appeal
                            • The facts
                              • The implications
                                • New packaging designs could shake up the squashes/cordials market
                                  • The facts
                                    • The implications
                                      • Cordials should expand their ranges to tap the on-trade market more effectively
                                        • The facts
                                          • The implications
                                          • Trend Application

                                              • Trend: Minimize Me
                                                • Trend: Extend My Brand
                                                  • Trend: Mood to Order
                                                  • Market Drivers

                                                    • Key points
                                                      • Hot summer in 2013 provided a boost
                                                        • Figure 7: Mean temperature, rainfall and sunshine hours over summer (June, July and August), UK, 2008-14
                                                      • Sugar concerns reflect on the market
                                                        • The ageing population poses challenges to the market
                                                          • Figure 8: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • NPD activity falls to a five-year low in 2013
                                                                • Figure 9: Share of new cordial and squash product launches in NPD in the UK non-alcoholic drinks market, 2009-14
                                                                • Figure 10: Share of new launches in the cordials and squashes market, by own-label and brands, 2009-14
                                                              • Tesco continues to lead innovation
                                                                • Figure 11: Share of new launches in the cordials and squashes market, by company, 2010-14
                                                              • A burst in activity in super-concentrates
                                                                • Jump in L/N/R sugar and calorie claims in 2013
                                                                  • Figure 12: Share of new launches in the cordials and squashes market, by claims, 2010-14
                                                              • Market Size and Segmentation

                                                                • Key points
                                                                  • Value sales returned to growth in 2013, but expected to dip in 2014
                                                                    • Figure 13: UK value and volume sales of cordials and squashes, at current and constant prices, 2009-14
                                                                  • Value sales expected to edge up by 2% over 2014-19
                                                                    • Figure 14: Forecast of UK value sales of cordials and squashes, 2009-19
                                                                    • Figure 15: Forecast of UK volume sales of cordials and squashes, 2009-19
                                                                  • Market segmentation: Off-trade versus on-trade
                                                                    • Figure 16: Share of value and volume sales, in the off-trade versus on-trade, 2009-14
                                                                    • Figure 17: UK value and volume sales of cordials and squashes in the off-trade, at current and constant prices, 2009-14
                                                                    • Figure 18: UK value and volume sales of cordials and squashes in the on-trade, at current and constant prices, 2009-14
                                                                  • Forecast methodology
                                                                  • Market Share

                                                                    • Key points
                                                                      • Robinsons is steady at the top
                                                                        • Figure 19: Value and volume sales of top-selling cordial and squash brands in the off-trade, 2012/13 and 2013/14
                                                                        • Figure 20: Value and volume sales of top-selling cordial and squash brands in the off-trade, 2012/13 and 2013/14
                                                                      • Ribena struggles in 2013/14
                                                                        • A successful year for Vimto, Jucee and Roses
                                                                          • Value gains for Bottlegreen and Belvoir
                                                                            • Own-label gains share
                                                                            • Companies and Products

                                                                              • Belvoir Fruit Farms
                                                                                • Company overview
                                                                                  • Product range and recent activity
                                                                                    • Brand communication and promotion
                                                                                      • Bottlegreen (SHS Drinks)
                                                                                        • Company overview
                                                                                          • Product range and recent activity
                                                                                            • Brand communication and promotion
                                                                                              • Britvic
                                                                                                • Company overview
                                                                                                  • Product range and recent activity
                                                                                                    • Brand communication and promotion
                                                                                                      • Coca-Cola Enterprises
                                                                                                        • Company overview
                                                                                                          • Product range and recent activity
                                                                                                            • Suntory
                                                                                                              • Company overview
                                                                                                                • Product range and recent activity
                                                                                                                  • Brand communication and promotion
                                                                                                                    • Nichols
                                                                                                                      • Company overview
                                                                                                                        • Product range and recent activity
                                                                                                                          • Brand communication and promotion
                                                                                                                            • Princes Group
                                                                                                                              • Company overview
                                                                                                                                • Product range and recent activity
                                                                                                                                  • Brand communication and promotion
                                                                                                                                  • Brand Advertising, Perceptions and Social Media

                                                                                                                                    • Key points
                                                                                                                                      • A stable advertising landscape
                                                                                                                                        • Figure 21: Total advertising expenditure in the cordials and squashes market, 2010-14
                                                                                                                                      • Britvic is hot on the heels of Suntory
                                                                                                                                        • Figure 22: Total advertising expenditure in the cordials and squashes market, by top five companies, 2010-13
                                                                                                                                      • Ribena steps up spend in 2014
                                                                                                                                        • Squash’d dominates Britvic advertising activity in 2014
                                                                                                                                          • Wimbledon remains a key part of Robinsons’ activity
                                                                                                                                            • Vimto introduces a new brand character
                                                                                                                                              • Brand perceptions
                                                                                                                                                • Key brand metrics
                                                                                                                                                  • Figure 23: Key brand metrics, July 2014
                                                                                                                                                • Brand map
                                                                                                                                                    • Figure 24: Attitudes towards and usage of brands in the cordials and squashes sector, July 2014
                                                                                                                                                  • Correspondence analysis
                                                                                                                                                    • Brand attitudes
                                                                                                                                                      • Figure 25: Attitudes, by cordial and squash brand, July 2014
                                                                                                                                                    • Brand personality
                                                                                                                                                      • Figure 26: Cordial and squash brand personality – Macro image, July 2014
                                                                                                                                                      • Figure 27: Cordial and squash brand personality – Micro image, July 2014
                                                                                                                                                    • Brand usage
                                                                                                                                                      • Figure 28: Cordial and squash brand usage, July 2014
                                                                                                                                                    • Brand experience
                                                                                                                                                      • Figure 29: Cordial and squash brand experience, July 2014
                                                                                                                                                    • Social media and online buzz
                                                                                                                                                      • Social media metrics
                                                                                                                                                        • Figure 30: Social media metrics of selected cordial and squash brands, August 2014
                                                                                                                                                      • Ribena and Vimto benefit from upbeat personalities
                                                                                                                                                        • Robinsons launches separate Twitter handle for Squash’d sub-brand
                                                                                                                                                          • Bottlegreen has similar level of engagement to Robinsons but fewer mentions
                                                                                                                                                            • Jucee’s lack of online profile may limit conversation
                                                                                                                                                              • Online mentions
                                                                                                                                                                • Figure 31: Online mentions of selected cordial and squash brands, 28 July 2013-2 August 2014
                                                                                                                                                              • Ribena is generally most spoken about, particularly in first half of period
                                                                                                                                                                • Activity around launch of Squash’d provides boost in mentions
                                                                                                                                                                  • Robinsons also utilises tennis sponsorship
                                                                                                                                                                    • Bottlegreen ties in sponsorship with Twitter activity
                                                                                                                                                                      • Topics of discussion
                                                                                                                                                                        • Figure 32: Topics of discussion around selected cordial and squash brands, 28 July 2013-2 August 2014
                                                                                                                                                                      • Flavours mentioned as reference point
                                                                                                                                                                        • Consumers more likely to talk about something unusual
                                                                                                                                                                          • Sugar and sweeteners are not a key topic for online consumers
                                                                                                                                                                            • Where discussion occurs
                                                                                                                                                                              • Figure 33: Where conversation occurs, by type of webpage, 28 July 2013-2 August 2014
                                                                                                                                                                              • Figure 34: Where conversation occurs, by type of webpage, by brand, 28 July 2013-2 August 2014
                                                                                                                                                                            • Analysis by brand
                                                                                                                                                                              • Ribena
                                                                                                                                                                                • Figure 35: Topic cloud around mentions of Ribena, 28 July 2013-2 August 2014
                                                                                                                                                                              • Vimto
                                                                                                                                                                                • Figure 36: Topic cloud around mentions of Vimto, 28 July 2013-2 August 2014
                                                                                                                                                                              • Robinsons
                                                                                                                                                                                • Figure 37: Topic cloud around mentions of Robinsons, 28 July 2013-2 August 2014
                                                                                                                                                                              • Bottlegreen
                                                                                                                                                                                • Figure 38: Topic cloud around mentions of Bottlegreen, 28 July 2013-2 August 2014
                                                                                                                                                                              • Jucee
                                                                                                                                                                              • The Consumer – Usage of Cordials and Squashes

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Squashes enjoy high penetration
                                                                                                                                                                                      • Figure 39: Overall usage of squashes and cordials, June 2014
                                                                                                                                                                                      • Figure 40: Frequency of usage of squashes and cordials, June 2014
                                                                                                                                                                                    • Under-35s are the core users of squash and cordial
                                                                                                                                                                                      • Figure 41: Usage of squash and cordial, by gender and age, June 2014
                                                                                                                                                                                    • One in five have used super-concentrated squash
                                                                                                                                                                                    • The Consumer – Interest in Different Types of Squash/Cordial Products

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Notable interest in squashes/cordials with natural sweeteners
                                                                                                                                                                                            • Figure 42: Interest in different types of squash/cordial product, June 2014
                                                                                                                                                                                            • Figure 43: Consumers willing to pay more for squash/cordials containing natural, sugar-free sweeteners, squash that has the same benefits as an energy drink and squash that has the same benefits as a sports drink, by age, June 2014
                                                                                                                                                                                          • Energy-boosting squash appeals to the younger generation
                                                                                                                                                                                            • Opportunities for mood-focused cordials
                                                                                                                                                                                              • Packaging innovation potential
                                                                                                                                                                                              • The Consumer – Attitudes Towards Cordials and Squashes

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Interest in a wider variety of squashes/cordials in the foodservice arena
                                                                                                                                                                                                      • Figure 44: Attitudes towards cordials and squashes, June 2014
                                                                                                                                                                                                    • 16-24s most likely to get bored with the same flavour
                                                                                                                                                                                                      • Interest in customisation
                                                                                                                                                                                                      • The Consumer – Further Attitudes Towards Squashes and Cordials

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Squashes are seen to help with hydration
                                                                                                                                                                                                            • Figure 45: Further attitudes towards cordials and squashes, June 2014
                                                                                                                                                                                                          • Widespread health concerns
                                                                                                                                                                                                            • Parents are concerned about children developing a sweet tooth
                                                                                                                                                                                                            • Appendix – Market Size and Segmentation

                                                                                                                                                                                                                • Figure 46: Best- and worst-case forecasts for the cordials and squashes market, by value, 2014-19
                                                                                                                                                                                                                • Figure 47: Best- and worst-case forecasts for the cordials and squashes market, by volume, 2014-19
                                                                                                                                                                                                            • Appendix – Brand Advertising, Perceptions and Social Media

                                                                                                                                                                                                                • Figure 48: Brand usage, July 2014
                                                                                                                                                                                                                • Figure 49: Brand commitment, July 2014
                                                                                                                                                                                                                • Figure 50: Brand commitment, July 2014
                                                                                                                                                                                                                • Figure 51: Brand diversity, July 2014
                                                                                                                                                                                                                • Figure 52: Brand satisfaction, July 2014
                                                                                                                                                                                                                • Figure 53: Brand recommendation, July 2014
                                                                                                                                                                                                                • Figure 54: Brand attitude, July 2014
                                                                                                                                                                                                                • Figure 55: Brand image – Macro image, July 2014
                                                                                                                                                                                                                • Figure 56: Brand image – Micro image, July 2014
                                                                                                                                                                                                                • Figure 57: Share of conversation of selected cordial and squash brands, 28 July 2013-2 August 2014
                                                                                                                                                                                                                • Figure 58: Topics of discussion around selected cordial and squash brands, 28 July 2013-2 August 2014
                                                                                                                                                                                                            • Appendix – The Consumer – Usage of Cordials and Squashes

                                                                                                                                                                                                                • Figure 59: Frequency of usage of squashes and cordials, June 2014
                                                                                                                                                                                                                • Figure 60: Usage of any squash/cordial, squash, cordial, by demographics, June 2014
                                                                                                                                                                                                                • Figure 61: Frequency of usage of squashes and cordials – Standard squash, by demographics, June 2014
                                                                                                                                                                                                                • Figure 62: Frequency of usage of squashes and cordials – Double-concentrate squash, by demographics, June 2014
                                                                                                                                                                                                                • Figure 63: Frequency of usage of squashes and cordials – High-juice squash, by demographics, June 2014
                                                                                                                                                                                                                • Figure 64: Frequency of usage of squashes and cordials – Squash with added vitamins/minerals, by demographics, June 2014
                                                                                                                                                                                                                • Figure 65: Frequency of usage of squashes and cordials – Standard cordial, by demographics, June 2014
                                                                                                                                                                                                                • Figure 66: Frequency of usage of squashes and cordials – Premium cordial, by demographics, June 2014
                                                                                                                                                                                                                • Figure 67: Frequency of usage of squashes and cordials – Fruit and barley water, by demographics, June 2014
                                                                                                                                                                                                                • Figure 68: Frequency of usage of squashes and cordials – Low/no-calorie squash, by demographics, June 2014
                                                                                                                                                                                                                • Figure 69: Frequency of usage of squashes and cordials – Powder mix squash, by demographics, June 2014
                                                                                                                                                                                                                • Figure 70: Frequency of usage of squashes and cordials – Fruit syrup, by demographics, June 2014
                                                                                                                                                                                                                • Figure 71: Frequency of usage of squashes and cordials – Water flavour enhancer, by demographics, June 2014
                                                                                                                                                                                                                • Figure 72: Frequency of usage of squashes and cordials – Any other squash/cordial, by demographics, June 2014
                                                                                                                                                                                                              • Repertoire – Usage of cordials and squashes
                                                                                                                                                                                                                • Figure 73: Repertoire of usage of squashes and cordials, June 2014
                                                                                                                                                                                                                • Figure 74: Repertoire of usage of squashes and cordials, number of types of products used, by demographics, June 2014
                                                                                                                                                                                                                • Figure 75: Usage of squashes and cordials by type, by repertoire of squashes and cordials used, June 2014
                                                                                                                                                                                                                • Figure 76: Interest in different types of squash/cordial products, by repertoire of usage of squashes and cordials, June 2014
                                                                                                                                                                                                                • Figure 77: Responsibility for buying squash/cordial, June 2014
                                                                                                                                                                                                                • Figure 78: Responsibility for buying squash/cordial, by demographics, June 2014
                                                                                                                                                                                                            • Appendix – The Consumer – Interest in Different Types of Squash/Cordial Products

                                                                                                                                                                                                                • Figure 79: Interest in different types of squash/cordial product, June 2014
                                                                                                                                                                                                                • Figure 80: Interest in squash/cordials containing natural, sugar-free sweeteners, by demographics, June 2014
                                                                                                                                                                                                                • Figure 81: Interest in cordials made with botanicals, by demographics, June 2014
                                                                                                                                                                                                                • Figure 82: Interest in cordials with ingredients associated with being calming, detoxing, by demographics, June 2014
                                                                                                                                                                                                                • Figure 83: Interest in squash that has the same benefits as an energy drink, by demographics, June 2014
                                                                                                                                                                                                                • Figure 84: Interest in squash that has the same benefits as a sports drink, by demographics, June 2014
                                                                                                                                                                                                                • Figure 85: Interest in squash/cordial in a bottle with a measuring cap to make sure you pour the correct amount, by demographics, June 2014
                                                                                                                                                                                                                • Figure 86: Interest in squash in bottles that make it easier for kids to pour on their own, by demographics, June 2014
                                                                                                                                                                                                                • Figure 87: Interest in cordial available in flavours that can be drunk hot, by demographics, June 2014
                                                                                                                                                                                                                • Figure 88: Interest in cordials in a cocktail-style flavour^, by demographics, June 2014
                                                                                                                                                                                                                • Figure 89: Interest in herbal tea-flavoured squash, by demographics, June 2014
                                                                                                                                                                                                                • Figure 90: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014
                                                                                                                                                                                                                • Figure 91: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014 (continued)
                                                                                                                                                                                                                • Figure 92: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014 (continued)
                                                                                                                                                                                                            • Appendix – The Consumer – Attitudes Towards Cordials and Squashes

                                                                                                                                                                                                                • Figure 93: Attitudes towards cordials and squashes, June 2014
                                                                                                                                                                                                                • Figure 94: Most popular attitudes towards cordials and squashes, by demographics, June 2014
                                                                                                                                                                                                                • Figure 95: Next most popular attitudes towards cordials and squashes, by demographics, June 2014
                                                                                                                                                                                                                • Figure 96: Other attitudes towards cordials and squashes, by demographics, June 2014
                                                                                                                                                                                                                • Figure 97: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014
                                                                                                                                                                                                                • Figure 98: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
                                                                                                                                                                                                                • Figure 99: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
                                                                                                                                                                                                            • Appendix – The Consumer – Further Attitudes Towards Cordials and Squashes

                                                                                                                                                                                                                • Figure 100: Further attitudes towards cordials and squashes, June 2014
                                                                                                                                                                                                                • Figure 101: Agreement with the statement ‘Squash is a good way to get kids to drink enough water’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 102: Agreement with the statement ‘It’s not healthy for children to drink squashes/cordials with added sweeteners several times a day’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 103: Agreement with the statement ‘Water with added squash/cordial hydrates you just as well as water on its own’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 104: Agreement with the statement ‘There’s too much sugar in standard squash/cordial to drink it regularly’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 105: Agreement with the statement ‘I’m worried my children will develop a sweet tooth if they get used to sweet drinks ^’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 106: Agreement with the statement ‘Squashes have too many artificial ingredients’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 107: Agreement with the statement ‘Drinking squash/cordial regularly is bad for your teeth’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 108: Agreement with the statement ‘Sugar-free squash/cordial satisfies my sweet cravings without the calories’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 109: Agreement with the statement ‘Watered down fruit juice is a healthier option to squash/cordial’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 110: Agreement with the statement ‘Drinking sweet squash/cordial causes you to crave other sweet things’, by demographics, June 2014
                                                                                                                                                                                                                • Figure 111: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014
                                                                                                                                                                                                                • Figure 112: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
                                                                                                                                                                                                                • Figure 113: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)

                                                                                                                                                                                                            Companies Covered

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                                                                                                                                                                                                            Cordials and Squashes - UK - September 2014

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