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Drinks NPD - UK - August 2009

New product development is crucial to the drinks market, maintaining consumer interest and supporting branding, which is of particular value in alcoholic drinks. NPD can address some particular current problems - including declining sales of alcohol and a weighting towards younger consumers, which is far from ideal given an ageing demographic.

However, the industry needs to tread carefully. Given the strength of public feeling about the abuse of alcohol by some young people, being seen to be encouraging irresponsible drinking is something no drinks supplier will risk. In soft drinks, sweet, sugary drinks are now definitely out, and ‘healthy’ is in.

Between these two imperatives, drinks suppliers tread a careful line. They need to add value in an increasingly harsh economic context, offer variety, target non-core drinkers, especially women, and produce 'healthier' soft drinks and 'safer' alcoholic beverages.

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Table of contents

  1. Issues in the Market

      • Consumer research
        • Abbreviations
        • Market in Brief

          • A massive market
            • Thriving on novelty and innovation
              • A youth market
                • A context of social debate
                  • Looking to the future
                    • Future prospects
                    • Internal Market Environment

                      • Key points
                        • Attitudes
                          • The Brits just like drinking…
                            • Figure 1: Attitudes towards eating and drinking, by country, 2008
                          • Conservative, but worried
                            • Figure 2: Attitudes towards alcohol and health, by country, 2008
                          • Respect for quality – and brands
                            • Figure 3: Attitudes towards shopping, brands and pricing, by country, 2008
                          • Attitudes by demographics
                            • Figure 4: Attitudes towards new products, GB, by demographic sub-groups, 2008
                          • The UK's drinking problem
                            • Blame the man who sells the gun
                              • Too sweet?
                                • Better-for-you goes functional
                                  • Environmentally-friendly, maybe - but is it ethical?
                                    • Packaging matters
                                      • Targeting women
                                      • Broader Market Environment

                                        • Key points
                                          • Demographic trends may help
                                            • Figure 5: Structure of the UK population, by age and gender, 2003-13
                                          • Loadsamoney - even if the outlook's poor
                                            • Figure 6: UK population, by socio-economic group, 2003-13
                                          • The changing tastes of single households
                                            • Figure 7: The changing structure of UK households, 1971-2006
                                          • The economy groans on…
                                            • Figure 8: Trends in personal disposable income and consumer expenditure, at current prices 2004-14
                                        • Leading Drinks Markets for New Product Development

                                          • Key points
                                            • NPD backs the biggest in alcoholic drinks
                                              • Figure 9: Top product categories for new product development in alcoholic drinks, percentage, 2006-09
                                            • NPD a key strategy for soft drinks
                                              • Figure 10: Top product categories for new product development in non-alcoholic drinks, percentage, 2006-09
                                            • £34 billion – but falling slowly
                                              • Figure 11: Value sales of alcoholic drinks, 2004-14
                                              • Figure 12: Retail value sales of alcoholic drinks, 2004-14
                                              • Figure 13: Volume sales of alcoholic drinks, 2004-14
                                            • Beer spearheads value decline
                                              • Figure 14: Value sales of alcoholic drinks, by type, 2004-09
                                            • Spirits and wine drive retail onwards
                                              • Figure 15: Retail value sales of alcoholic drinks, by type, 2004-09
                                              • Figure 16: Volume sales of alcoholic drinks, by type, 2004-09
                                            • Soft drinks buoyant as growth in alcoholic drinks stutters
                                              • Figure 17: Value sales of non-alcoholic drinks, 2004-14
                                              • Figure 18: Retail value sales of non-alcoholic drinks, 2004-14*
                                              • Figure 19: Volume sales of non-alcoholic drinks, 2004-14
                                            • Carbonates dominate – but water and juice the fastest growing
                                              • Figure 20: Value sales of non-alcoholic drinks, by type, 2004-09
                                              • Figure 21: Volume sales of non-alcoholic drinks, by type, 2004-09
                                            • Factors used in the forecast
                                            • Leading Product Claims for New Product Development

                                              • Key points
                                                • Premium rules – OK?
                                                  • Figure 22: Top 20 claims for new product development in alcoholic drinks, 2006-09
                                                • But health concerns dominate in soft drinks
                                                  • Figure 23: Top claims for new product development in non-alcoholic drinks, 2006-09
                                                • Targeting the female audience
                                                  • Lower in alcohol
                                                    • Economy – far from forgotten
                                                      • But Premium still rules
                                                        • Attracting consumers
                                                          • Environmentally-friendly packaging – and convenient
                                                            • Limited editions
                                                              • Co-branding and tie-ins
                                                                • Fair trade
                                                                  • Added benefits
                                                                  • Leading Companies for New Product Development

                                                                    • Key points
                                                                      • Figure 24: Top companies for new product development in alcoholic drinks, percentage, 2006-09
                                                                      • Figure 25: Top companies for new product development in non-alcoholic drinks, percentage, 2006-09
                                                                  • The Consumer – Pan-European Overview

                                                                    • Key points
                                                                      • More Brits drink – but not by much
                                                                        • Figure 26: Alcohol consumption, by country, 2006-08
                                                                      • An ocean of tea and Nescafé?
                                                                        • Figure 27: Consumption of non-alcoholic drinks in the last 12 months, by country, 2008
                                                                      • Diffidence holds back soft drinks
                                                                        • Figure 28: Frequency of consumption of non-alcoholic drinks, by country, 2008
                                                                    • The Consumer – Trends in Consumption in the UK

                                                                      • Key points
                                                                        • It's a middle-aged (and male) thing
                                                                          • Figure 29: Alcohol consumption in last 12 months, by gender and age, 2004-08
                                                                        • Only Champagne and cider buck the downward trend
                                                                          • Figure 30: Trends in alcohol consumption, by type of drink, 2004-08
                                                                        • Trends in frequency of drinking
                                                                          • Figure 31: Frequency of drinking, 2004-08
                                                                        • 35-54-year-olds the biggest drinkers
                                                                          • Figure 32: Consumption of alchohol in last 12 months, by demographic sub-group, 2008
                                                                        • An older, affluent demographic
                                                                          • Figure 33: Consumption of alcohol, by type of drink, by demographic sub-group, 2008
                                                                        • Soft drinks – a broader constituency
                                                                          • Figure 34: Penetration of non-alcoholic drinks, by type, by demographic sub-group, 2008
                                                                      • The Consumer – Attitudes

                                                                        • Key points
                                                                          • Some pointers to new product targeting
                                                                            • Figure 35: Attitudes, by choice of alcoholic drink, 2008
                                                                            • Figure 36: Attitudes, by choice of alcoholic drink, 2008
                                                                          • Who's got the attitude?
                                                                            • Figure 37: Attitudes towards drinking, by demographic sub-group, 2008

                                                                        Companies Covered

                                                                        To learn more about the companies covered in this report please contact us.

                                                                        Drinks NPD - UK - August 2009

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