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Brand Overview: Drink - UK - June 2019

Covered in this report

Since the beginning of 2016, Mintel has conducted brand research on over 100 brands operating in drinks markets. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how positive their experience of the brand was and whether they would recommend that brand.

Research is run at a brand level, rather than based on a particular product. So rather than asking specifically about people’s perception of Tropicana’s orange juice or of Bacardi’s white rum, for example, we ask about their overall perception of the Tropicana and Bacardi brands.

Data in this report is drawn from fieldwork conducted between January 2016 and March 2019. Many brands have been covered on multiple occasions and, unless otherwise stated, Mintel’s data refers to the most recent wave of research in which a given brand featured. Please refer to the report appendix for details of the Reports from which the brand data has been taken.

“It is vital for brands to move with the consumer. That is not to say that brands cannot rely on the heritage they have, but with constant opportunities to maximise potential through product development, brands that stick to tried and tested formulas risk missing out. Brands like Robinsons, Innocent and Baileys effectively mesh together what has made them successful in the first place with future consumer desires, and truly stand out from the crowd as a result.”
– Richard Hopping, Senior Brand and Household Analyst

This report looks at the following areas:

  • Opportunity for functional claims
  • Organic and vegan claims growing in the drinks sector

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Table of contents

  1. Overview

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

          • Brand leaders
            • Big-name brands continually drive innovation
              • Figure 1: Top ranking of brands in the drinks sector, by usage in the last 12 months, January 2016-March 2019
            • Robinsons gains the highest proportion of commitment
              • Figure 2: Top ranking of brands in the drinks sector, by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2016-March 2019
            • Baileys stands out from the crowd
              • Figure 3: Top ranking of brands in the drinks sector, by differentiation (net of “It stands out as being somewhat different to other brands” and “It’s a unique brand”), January 2016-March 2019
            • Most satisfactory brands are not necessarily the biggest
              • Figure 4: Top ranking of brands in the drinks sector, by positive experience (net of “Good” and “Excellent” reviews), January 2016-March 2019
            • Trust tends to be an advantage for big-name brands
              • Figure 5: Top ranking of brands in the drinks sector, by agreement with “A brand that I trust”, January 2016-March 2019
            • Taking inspiration from Evian to promote a quality image
              • Figure 6: Top ranking of brands in the drinks sector, by agreement with “A brand that is consistently high quality”, January 2016-March 2019
            • Nescafé and Robinsons capable of fighting off competition
              • Figure 7: Top ranking of brands in the drinks sector, by agreement with “A brand that offers good value”, January 2016-March 2019
            • Value is the key driver of purchase intent
              • Figure 8: Correlation of product perceptions and purchase intent in the drinks sector, April 2018-April 2019
            • Baileys considered delicious by highest proportion
              • Figure 9: Top ranking of brands in the drinks sector, by agreement with “delicious”, January 2016-March 2019
            • Clipper continues to be an ethical frontrunner
              • Figure 10: Top ranking of brands in the drinks sector, by agreement with “ethical”, January 2016-March 2019
            • Innocent as an influencer on brands
              • Figure 11: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, January 2016-March 2019
            • Opportunities and threats
              • Opportunity for functional claims
                • Figure 12: New launches in the drinks sector, by claim category, January 2015-April 2019
                • Figure 13: Functional claims in the drinks sector, January 2015-April 2019
              • Organic and vegan claims growing in the drinks sector
                • Figure 14: New product launches in the drinks sector, by organic, vegan and vegetarian claims, January 2015-April 2019
              • What we think
              • Brand Leaders – What You Need to Know

                • Big-name brands continually drive innovation
                  • Robinsons gains the highest proportion of commitment
                    • Baileys stands out from the crowd
                      • Most satisfactory brands are not necessarily the biggest
                      • Usage

                        • Big-name brands continually drive innovation
                          • Figure 15: Top ranking of brands in the drinks sector, by usage in the last 12 months, January 2016-March 2019
                        • Bottled water brands increasing their influence
                          • Figure 16: Examples of launches from Highland Spring and Volvic, 2019
                      • Preference

                        • Robinsons gains the highest proportion of commitment
                          • Figure 17: Top ranking of brands in the drinks sector, by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2016-March 2019
                        • Nescafé ventures into organic products to create a stronger bond
                          • Figure 18: Nestlé, Nescafé Gold Organic, March 2019
                        • Kopparberg uses brand name for product extension
                          • Figure 19: Kopparberg Balans Aqua Spritz launches, 2019
                      • Differentiation

                        • Baileys stands out from the crowd
                          • Figure 20: Top ranking of brands in the drinks sector, by differentiation (net of “It stands out as being somewhat different to other brands” and “It’s a unique brand”), January 2016-March 2019
                        • The Guinness brand opens up new opportunities
                          • Figure 21: Guinness, Open Gate Brewery Pure Brew Ultra Low Alcohol Lager Beer, March 2019
                        • Ribena is able to use position to explore new trends
                          • Figure 22: Ribena Frusion range, April 2019
                      • Satisfaction and Recommendation

                        • Most satisfactory brands are not necessarily the biggest
                          • Figure 23: Top ranking of brands in the drinks sector, by positive experience (net of “Good” and “Excellent” reviews), January 2016-March 2019
                        • Premium alcohol brands promote enthusiastic reviews
                          • Figure 24: Top ranking of brands in the drinks sector, by excellent reviews, January 2016-March 2019
                        • Alcohol experience elevates satisfaction
                          • Figure 25: Bombay Spirits, Bombay Sapphire English Estate Gin, May 2019
                        • Many routes to recommendation
                          • Figure 26: Top ranking of brands in the drinks sector, by likely recommendation, January 2016-March 2019
                      • Brand Personality – What You Need to Know

                        • Trust tends to be an advantage for big-name brands
                          • Nescafé and Robinsons capable of fighting off competition
                            • Baileys considered delicious by highest proportion
                              • Clipper continues to be an ethical frontrunner
                                • Innocent as an influencer on brands
                                • Trust and Quality

                                  • Trust tends to be an advantage for big-name brands
                                    • Figure 27: Top ranking of brands in the drinks sector, by agreement with “A brand that I trust”, January 2016-March 2019
                                  • Bottled water brands benefit from Soft Drinks Industry Levy
                                    • Tropicana boosts health associations
                                      • Figure 28: Tropicana Whole Fruit, May 2019
                                    • Taking inspiration from Evian to promote a quality image
                                      • Figure 29: Top ranking of brands in the drinks sector, by agreement with “A brand that is consistently high quality”, January 2016-March 2019
                                  • Value

                                    • Nescafé and Robinsons capable of fighting off competition
                                      • Figure 30: Top ranking of brands in the drinks sector, by agreement with “A brand that offers good value”, January 2016-March 2019
                                    • Value is the key driver of purchase intent
                                      • Figure 31: Correlation of product perceptions and purchase intent in the drinks sector, April 2018-April 2019
                                    • Robinsons with potential to premiumise further
                                      • Figure 32: Top ranking of brands in the drinks sector, by agreement with “A brand that is worth paying more for”, January 2016-March 2019
                                    • Fentimans promotes premium aspect of its drinks
                                      • Figure 33: Examples of Fentimans launches, 2019
                                  • Taste and Refreshment

                                    • Baileys considered delicious by highest proportion
                                      • Cider brands the exception to the rule
                                        • Figure 34: Top ranking of brands in the drinks sector, by agreement with “delicious”, January 2016-March 2019
                                      • Carlsberg goes all out to change taste perceptions
                                        • Figure 35: Carlsberg’s “Probably not the best beer in the world” campaign, April 2019
                                      • Robinsons considered particularly refreshing
                                        • Taste is more elusive than refreshment
                                          • Figure 36: Top ranking of brands in the drinks sector, by agreement with “refreshing”, January 2016-March 2019
                                        • Opportunity for inspiration from bottled water brands
                                          • Figure 37: Examples of water provenance in other drinks, April-May 2019
                                      • Ethicality

                                        • Clipper continues to be an ethical frontrunner
                                          • Figure 38: Top ranking of brands in the drinks sector, by agreement with “ethical”, January 2016-March 2019
                                        • Brands look to packaging for ethical shift
                                          • Figure 39: Ethical claims on new product launches in the drinks sector, January 2015-April 2019
                                        • Brands seek to support local environment
                                          • Figure 40: Sharp’s Brewery In Our Elements campaign for Doom Bar, April 2019
                                        • Dash Water targets food waste
                                          • Figure 41: Dash Water, British Sparkling Spring Water Infused with Wonky Raspberries, March 2019
                                      • Innovation

                                        • Innocent as an influencer on brands
                                          • Figure 42: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, January 2016-March 2019
                                          • Figure 43: Innocent Bolt from the Blue, April 2019
                                        • Beer is the drinks category with highest NPD
                                          • Figure 44: Launch activity in the drinks sector, by subcategory, January 2015-April 2019
                                        • BrewDog stands out for innovation in a craft-driven category
                                          • Figure 45: Comparison of perceptions of BrewDog product launches vs all other drink product launches, April 2018-April 2019
                                      • Opportunities and Threats – What You Need to Know

                                        • Opportunity for functional claims
                                          • Organic and vegan claims growing in the drinks sector
                                            • Big-name brands launching organic and plant-based variants
                                              • Trend towards low/no/reduced alcohol
                                                • Catering for fewer occasions
                                                • Adding Functional Claims

                                                  • Opportunity for functional claims
                                                    • Figure 46: New launches in the drinks sector, by claim category, January 2015-April 2019
                                                  • Energy claims most prevalent
                                                    • Figure 47: Functional claims in the drinks sector, January 2015-April 2019
                                                  • Stressed lives mean opportunity for relief claims
                                                    • Figure 48: Examples of drinks launches containing CBD, 2018-19
                                                  • Consumers struggling with sleep
                                                    • Figure 49: Sleep Well milks, May 2019
                                                  • Brands catering for niche diets
                                                    • Figure 50: Examples of product launches designed to fit specific diets, 2019
                                                  • Nootropics and adaptogens
                                                    • Figure 51: Examples of nootropic and adaptogenic launches in the drinks sector, 2018-19
                                                • Growth of Organic and Vegan Claims

                                                  • Organic and vegan claims growing in the drinks sector
                                                    • Figure 52: New product launches in the drinks sector, by organic, vegan and vegetarian claims, January 2015-April 2019
                                                  • Big-name brands launching organic variants
                                                    • Figure 53: Tropicana Organic 100% Pure Pressed Fruit Juice, 2018-19
                                                  • Red Bull launches new range of organic soft drinks
                                                    • Figure 54: Organics by Red Bull launches from Red Bull UK, 2019
                                                  • Starbucks launches plant-based coffee drink
                                                    • Figure 55: Starbucks, Almond Plant-Based Iced Coffee, April 2019
                                                  • Kew Gardens authenticating botanical extracts
                                                    • Figure 56: Rosemary Water UK No1 launches featuring extracts authenticated by Royal Botanic Gardens in Kew, 2019
                                                • Alcohol Trends

                                                  • Consumers increasingly open to low/no-alcohol alternatives
                                                    • Figure 57: Heineken alcohol-free campaign, May 2019
                                                  • Alcohol-free extending outside of beer
                                                    • Figure 58: Gordon’s Ultra Low Alcohol Gin and Tonic Flavoured Drinks from Tanqueray Gordon’s, 2019
                                                  • Guinness and moderation
                                                    • Figure 59: Guinness moderation campaign, January 2019
                                                  • Catering for fewer occasions
                                                    • Figure 60: Examples of Smirnoff fruit-flavoured vodka drink launches, 2018-19
                                                  • Focusing on the enjoyment of the moment
                                                    • Figure 61: Stella Artois’ Joie de Bière campaign, October 2018
                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                    • Abbreviations
                                                    • Appendix – Brands Covered

                                                      Brand Overview: Drink - UK - June 2019

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