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Brand Overview: Drink - UK - May 2018

“Category blurring is becoming more commonplace within the drinks sector as brands seek to utilise positive attributes from outside their immediate categories. Energy drinks brands are already putting greater emphasis on the water aspect of their drinks in a bid to distance themselves from the more negative perceptions that pervade the category. However, this is likely to be met by water brands adding greater functionality to their drinks as they seek to help consumers meet their potential beyond hydration.”
– Richard Hopping, Senior Brand and Household Analyst

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Table of contents

  1. Overview

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

          • Brand leaders
            • Drinks with universal appeal dominate on usage
              • Figure 1: Most widely drunk brands in the drinks sector, January 2015-January 2018
            • CSD brands go against trust and quality relationship
              • Figure 2: Top ranking of brands in the drinks sector, by agreement with “A brand that I trust”, January 2015-January 2018
            • Drinks sector gives opportunity for constant evolution
              • Figure 3: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, January 2015-January 2018
            • Tea and coffee brands seen as offering value
              • Figure 4: Top ranking of brands in the drinks sector, by agreement with “A brand that offers good value”, January 2015-January 2018
            • Coca-Cola’s universal appeal drives high preference
              • Figure 5: Top ranking of brands in the drinks sector, by commitment (net of “I prefer this brand over others” and “This is a favourite brand”), January 2015-January 2018
            • Smaller brands compete on satisfaction
              • Figure 6: Top ranking of brands in the drinks sector, by overall satisfaction (net of “Good” and “Excellent” responses), January 2015-January 2018
            • Brand personality
              • Fruit-based drinks considered refreshing
                • Figure 7: Top ranking of brands in the drinks sector, by agreement with “Refreshing”, January 2015-January 2018
              • Alcohol brands among most likely to possess premium traits
                • Figure 8: Top ranking of brands in the drinks sector, by agreement with “Stylish”, January 2015-January 2018
              • Brands boost tradition with geography, but proximity is key
                • Figure 9: Top ranking of brands in the drinks sector, by agreement with “Traditional”, January 2015-January 2018
              • Innocent top scores for ethicality
                • Figure 10: Top ranking of brands in the drinks sector, by agreement with “Ethical”, January 2015-January 2018
              • Opportunities and threats
                • Low/no/reduced sugar claims grow
                  • Figure 11: Proportion of L/N/R claims across new product launches in the drinks sector, 2014-17
                • Brands responding to demand for functionality
                  • Figure 12: Proportion of functional claims across new product launches in the drinks sector, 2014-17
                • Energy drinks brands considered unethical and overrated
                  • Figure 13: Top ranking of brands in the drinks sector, by agreement with “Unethical”, January 2015-January 2018
                • Bottled water brands’ purity offers potential to extend reach
                  • Figure 14: Top ranking of brands in the drinks sector, by agreement with “Pure”, January 2015-January 2018
                • Drinks promotional activity
                  • Adspend stays static in 2017
                    • Figure 15: Total above-the-line, online display and direct mail advertising expenditure in the drinks sector, Q1 2014-Q4 2017
                  • Coca-Cola is biggest spender by some distance
                    • Figure 16: Total above-the-line, online display and direct mail advertising expenditure in the drinks sector, by top brands, 2017
                  • What we think
                  • Brand Leaders – What You Need to Know

                    • Drinks with universal appeal dominate on usage
                      • CSD brands go against trust and quality relationship
                        • Drinks sector gives opportunity for constant evolution
                          • Tea and coffee brands seen as offering value
                            • Coca-Cola’s universal appeal drives high preference
                              • Smaller brands compete on satisfaction
                              • Brand Usage

                                • Drinks brands have above-average penetration
                                  • Figure 17: Most widely drunk brands in the drinks sector, January 2015-January 2018
                                • Sugar-free soft drinks growing in popularity
                                  • Figure 18: Proportion of consumers who have ever drunk the brand, by proportion who have drunk it in the last 12 months, January 2015-January 2018
                                • Big name brands investing more in current low-sugar sub-brands
                                  • Figure 19: Example launches of flavoured variants of no/low/reduced sugar sub-brands, 2017-18
                              • Brand Trust and Quality

                                • Usage and trust linked
                                  • Figure 20: Top ranking of brands in the drinks sector, by agreement with “A brand that I trust”, January 2015-January 2018
                                • CSDs drive usage without as trusted an image
                                  • Figure 21: Agreement with “A brand that I trust”, by overall usage, January 2015-January 2018
                                • Premium brands able to generate trust without usage
                                  • “Quality” is not necessarily the same as “premium”…
                                    • Figure 22: Top ranking of brands in the drinks sector, by agreement with “A brand that has consistently high quality”, January 2015-January 2018
                                  • …and it’s likely to be experience that determines it
                                  • Innovative Brands

                                    • Drinks sector gives opportunity for constant evolution
                                      • Figure 23: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, January 2015-January 2018
                                    • Innocent, Robinsons and Nescafé are frontrunners
                                      • Figure 24: Examples of product launches from Innocent, Robinsons and Nescafé, 2017
                                    • Coca-Cola stays true to innovative product
                                      • Kopparberg and Rekorderlig help redefine a category through launches…
                                        • Figure 25: Examples of Rekorderlig and Kopparberg product launches, 2017
                                      • …and marketing activity promoting Swedish heritage
                                        • Figure 26: Kopparberg Recycling Rig, August 2017
                                      • Twinings, Pukka and Fever-Tree drive premium image
                                        • Figure 27: Examples of launches from Twinings, Pukka and Fever-Tree, 2017
                                      • Glacéau Smartwater uses differentiation to boost innovative image
                                        • Figure 28: Glacéau Smartwater highlights vapour-distilled water and the benefit to taste, 2016
                                    • Price, Cost and Value

                                      • Tea and coffee brands seen as offering value
                                        • Figure 29: Top ranking of brands in the drinks sector, by agreement with “A brand that offers good value”, January 2015-January 2018
                                      • Brands specialising in the traditional fare better on value
                                        • A mixture of premium and mainstream considered worth paying more for
                                          • Figure 30: Top ranking of brands in the drinks sector, by agreement with “A brand that is worth paying more for”, January 2015-January 2018
                                        • Protection from negative impact of price rises
                                        • Brand Preference and Differentiation

                                          • Coca-Cola’s universal appeal drives high preference
                                            • Figure 31: Top ranking of brands in the drinks sector, by commitment (net of “I prefer this brand over others” and “This is a favourite brand”), January 2015-January 2018
                                          • Big name tea and coffee brands benefit from frequent contact
                                            • Taste and preference not a concrete link
                                              • Figure 32: Agreement with “delicious”, by commitment (net of “I prefer this brand over others” and “This is a favourite brand”), January 2015-January 2018
                                            • Originality creates differentiation
                                              • Figure 33: Top ranking of brands in the drinks sector, by differentiation (net of “It’s somewhat different from others” and “It’s a unique brand”), January 2015-January 2018
                                          • Brand Satisfaction and Recommendation

                                            • Smaller brands compete on satisfaction
                                              • Premium traits appear decisive
                                                • Figure 34: Top ranking of brands in the drinks sector, by overall satisfaction (net of “Good” and “Excellent” responses), January 2015-January 2018
                                              • Alcohol brands particularly enthuse drinkers
                                                • Figure 35: Top ranking of brands in the drinks sector, by “excellent” reviews, January 2015-January 2018
                                              • Brands noted for purity among most likely to be recommended
                                                • Figure 36: Top ranking of brands in the drinks sector, by likely recommendation, January 2015-January 2018
                                            • Brand Personality – What You Need to Know

                                              • Fruit-based drinks considered refreshing
                                                • Alcohol brands among most likely to possess premium traits
                                                  • Premium boosting brand activity
                                                    • Brands boost tradition with geography, but proximity is key
                                                      • Innocent top scores for ethicality
                                                        • Plastic is offering an opportunity for brands
                                                        • Taste and Refreshment

                                                          • Taste as a driver of purchase
                                                            • Taste less associated with drinks brands than food
                                                              • Figure 37: Top ranking of brands in the drinks sector, by agreement with “Delicious”, January 2015-January 2018
                                                            • Fruit-based drinks considered refreshing
                                                              • Figure 38: Top ranking of brands in the drinks sector, by agreement with “Refreshing”, January 2015-January 2018
                                                            • Oasis advertising highlights refreshment
                                                              • Figure 39: Oasis “Refreshing stuff” out-of-home campaign, 2015
                                                            • Sprite extends refreshment with cucumber launch
                                                            • Premium Brands

                                                              • Alcohol brands among most likely to possess premium traits
                                                                • Figure 40: Top ranking of brands in the drinks sector, by agreement with “Stylish”, January 2015-January 2018
                                                              • Lavazza and Peroni focus on associations with fashion
                                                                • Figure 41: The Prontissimo coffee trike at London Fashion Week, February 2017
                                                              • Sipsmith uses craft for sophistication
                                                                • Figure 42: Sipsmith Tweet celebrating the 9th birthday of Prudence the copper still, March 2018
                                                              • Fever-Tree draws close comparisons with alcohol brands
                                                                • Figure 43: Fever-Tree’s The Art of Mixing book, March 2018
                                                              • Twinings and Taylors use differentiated product range
                                                                • Figure 44: Royal-themed launches from Twinings and Taylors of Harrogate, 2016-17
                                                              • Exclusivity judged on a category basis
                                                                • Figure 45: Top ranking of brands in the drinks sector, by agreement with “Exclusive”, January 2015-January 2018
                                                            • Premium Boosting Brand Activity

                                                              • Coffee brands going deeper into origin
                                                                • Brands in other categories following suit
                                                                  • Figure 46: Example product launches with details of origin, 2017-18
                                                                • Pushing flavour and taste expertise
                                                                  • Figure 47: Kenco, Cofficionados since 1923, 2018
                                                                • Bottlegreen and Belvoir experiment with food pairing recommendations
                                                                  • Designer packaging reaches water bottles
                                                                    • Figure 48: Examples of Evian limited edition designer packaging, 2016-17
                                                                  • Opportunity for designer packaging in different categories
                                                                    • Figure 49: Examples of limited edition packaging in the drinks sector, 2017
                                                                • Tradition, Heritage and Authenticity

                                                                  • Brands boost tradition with geography…
                                                                    • Figure 50: Top ranking of brands in the drinks sector, by agreement with “Traditional”, January 2015-January 2018
                                                                  • …but proximity appears to be key
                                                                    • Figure 51: Jack Daniel’s tweets highlighting heritage, January 2018
                                                                  • Gordon’s changes packaging to emphasise heritage
                                                                    • Tea brands among most traditional
                                                                      • Alcohol brands dominate on authenticity…
                                                                        • Figure 52: Top ranking of brands in the drinks sector, by agreement with “Authentic”, January 2015-January 2018
                                                                      • …but non-alcohol brands can take inspiration
                                                                        • Figure 53: Example of Fever-Tree and Fentimans launches, 2018
                                                                    • Social Responsibility

                                                                      • Innocent top scores for ethicality
                                                                        • Figure 54: Top ranking of brands in the drinks sector, by agreement with “Ethical”, January 2015-January 2018
                                                                      • Kenco and Fever-Tree initiatives drive ethical image
                                                                        • Figure 55: Fever-Tree #MalariaMustDie campaign, April 2018
                                                                      • Clipper focuses on the environment
                                                                        • Figure 56: Clipper tea as the official tea of the National Trust, March 2018
                                                                      • Plastic demonisation presents an opportunity
                                                                        • BrewDog ‘stands up to The Man’
                                                                        • Ethical Brand Activity

                                                                          • Ethicality of brands improving
                                                                            • Figure 57: Proportion of ethical claims across new product launches in the drinks sector, 2014-17
                                                                          • Rising watermark for recycled plastic
                                                                            • Figure 58: The Co-operative’s pledge to use 50% recycled plastic in own-label water bottles, March 2018
                                                                          • PG Tips and Tetley brands go biodegradable
                                                                            • Figure 59: PG Tips’ announcement of biodegradable tea bags, February 2018
                                                                          • Wider array of charities being represented
                                                                            • Figure 60: Examples of product launches in the drinks sector carrying ethical – charity claims, 2018
                                                                          • Smirnoff and Absolut continue to fight for human rights
                                                                            • Figure 61: Examples of vodka brands supporting LGBT+ causes with limited edition packaging, 2017
                                                                          • Tea and coffee brands encourage talking
                                                                            • Figure 62: PG Tips’ promotion of Time to Talk Day, February 2018
                                                                        • Opportunities and Threats – What You Need to Know

                                                                          • L/N/R sugar claims grow
                                                                            • Brands responding to demand for functionality
                                                                              • Fruit juice and tea brands well placed to add health benefits
                                                                                • Energy drinks brands considered unethical and overrated
                                                                                  • The reduced alcohol trend means opportunities to innovate
                                                                                    • Bottled water brands’ purity offers potential to extend reach
                                                                                    • Reformulation of Drinks

                                                                                      • Response from consumers to sugar levy is mixed
                                                                                        • Not just the sugar levy which is influencing healthier habits
                                                                                          • L/N/R sugar claims grow
                                                                                            • Figure 63: Proportion of L/N/R claims across new product launches in the drinks sector, 2014-17
                                                                                          • Naturally sweetened drinks hold potential for growth
                                                                                              • Figure 64: Examples of product launches including honey as an ingredient, 2017-18
                                                                                            • Opportunity to push real sugar as indulgent
                                                                                              • Figure 65: Coca-Cola, “They don’t make ‘em like they used to”, April 2018
                                                                                            • Diet Coke pushes freedom in a world of regulation
                                                                                              • Figure 66: Diet Coke’s “Because I can” campaign, March 2018
                                                                                            • Taste replication vital after reformulation
                                                                                            • Adding Functionality to Drinks

                                                                                              • Brand responding to demand for functionality
                                                                                                • Figure 67: Proportion of functional claims across new product launches in the drinks sector, 2014-17
                                                                                              • Fruit juice and smoothies’ health advantage makes them natural candidates
                                                                                                  • Figure 68: Examples of juice/smoothie launches carrying functional claims, 2017-18
                                                                                                  • Figure 69: Tropicana “Little Glass” ad, April 2016
                                                                                                • Tea’s association with health means it is a target for functionality
                                                                                                  • Figure 70: Examples of launches in the tea category carrying functional claims, 2017-18
                                                                                                • Tetley uses expertise in tea to move into squash
                                                                                                  • Energy drinks incorporating vitamins to improve image
                                                                                                    • Consumers unwilling to compromise on taste
                                                                                                    • Changing the Image of Energy Drinks Brands

                                                                                                      • Energy drinks brands considered unethical…
                                                                                                        • Figure 71: Top ranking of brands in the drinks sector, by agreement with “Unethical”, January 2015-January 2018
                                                                                                      • …and overrated
                                                                                                        • Figure 72: Top ranking of brands in the drinks sector, by agreement with “Overrated”, January 2015-January 2018
                                                                                                      • Natural energy sources as an alternative
                                                                                                        • Figure 73: Examples of energy drinks with natural claims, 2017-18
                                                                                                      • An opportunity for coffee brand to up on-the-go efforts
                                                                                                      • Capitalising on the Reduced Alcohol Trend

                                                                                                        • Consumers are drinking less alcohol
                                                                                                          • Brands responding with alcohol-free launches
                                                                                                            • Figure 74: Examples of alcohol-free product launches, 2017-18
                                                                                                          • Brands with similar image to alcohol may benefit
                                                                                                            • The reduced alcohol trend means opportunities to innovate
                                                                                                              • Figure 75: Examples of product launches being pushed as alternatives to alcohol, 2017
                                                                                                          • Bottled Waters Extending Reach

                                                                                                            • Bottled waters are noted for purity
                                                                                                              • Figure 76: Top ranking of brands in the drinks sector, by agreement with “Pure”, January 2015-January 2018
                                                                                                            • Water as a base of healthiness
                                                                                                              • Using positive perceptions of water to extend reach
                                                                                                                • Figure 77: Examples of waters adding functionality, 2017-18
                                                                                                              • Drinks brands focusing on hydration
                                                                                                                • Figure 78: Examples of natural waters claiming to offer intense or natural hydration, 2016-18
                                                                                                                • Figure 79: Evian tweet promoting its hydrating ability, February 2018
                                                                                                                • Figure 80: Capri-Sun Fruity Water, December 2017
                                                                                                              • Hydration theme taken outside of immediate water category
                                                                                                              • Drinks Promotional Activity – What You Need to Know

                                                                                                                • Adspend stays static in 2017
                                                                                                                  • Coca-Cola is biggest spender by some distance
                                                                                                                    • Active brands tend to be leaders across measures
                                                                                                                    • Adspend in the Drinks Sector

                                                                                                                      • Adspend stays static in 2017
                                                                                                                        • Figure 81: Total above-the-line, online display and direct mail advertising expenditure in the drinks sector, Q1 2014-Q4 2017
                                                                                                                      • Coca-Cola is biggest spender by some distance
                                                                                                                        • Figure 82: Total above-the-line, online display and direct mail advertising expenditure in the drinks sector, by top brands, 2017
                                                                                                                      • Coca-Cola maintains advertising tradition…
                                                                                                                          • Figure 83: Break free with a Coke that’s sugar free, January 2018
                                                                                                                        • …while Pepsi Max encourages a new tradition
                                                                                                                          • Figure 84: Pepsi Max, “Try a new tradition this Christmas”, November 2017
                                                                                                                        • Guinness continues iconic advertising to create differentiation
                                                                                                                          • Figure 85: Guinness, The Cowboys of Compton, September 2017
                                                                                                                        • Smirnoff uses advertising to highlight brand values
                                                                                                                          • Figure 86: Smirnoff presents We Are Open campaign, November 2017
                                                                                                                        • Red Bull marketing makes it representative of the category
                                                                                                                          • Lucozade attempts to unlock potential
                                                                                                                            • Figure 87: Lucozade Energy, Unstoppable Bottles in Oxford Circus, May 2017
                                                                                                                          • Yorkshire Tea highlights locality
                                                                                                                            • Figure 88: Yorkshire Tea, “Where everything’s done proper”, March 2017
                                                                                                                          • Bud Light relaunches with nostalgic campaign
                                                                                                                            • Figure 89: Bud Light frogs, May 2017
                                                                                                                          • Gordon’s drives impulse drinking occasions
                                                                                                                            • Figure 90: Gordon’s Gin, Grand National Facebook post, April 2017
                                                                                                                          • L’OR shows off premium credentials
                                                                                                                            • Figure 91: Discover the L’OR gold standard in coffee, December 2017
                                                                                                                          • Nielsen Ad Intel Coverage
                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                              • Abbreviations
                                                                                                                              • Appendix – Brands Covered

                                                                                                                                Brand Overview: Drink - UK - May 2018

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