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Cordials and Squashes - UK - April 2019

Covered in this report

For the purposes of this report, Mintel has used the following definitions:

  • A standard squash is typically a drink requiring dilution in the ratio one part concentrate to four parts water, whereas a double-concentrate typically dilutes in a one-to-nine 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, the report analyses squashes/cordials together, across the UK market, which is divided into two main channels:

  • Retail 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.

“The 2018 summer heatwave was a boon for cordials and squashes that saw growth return following five years of decline. However, sales in this traditionally family-oriented category have also been lifted by the strong performance of new adult-oriented options that offer more sophisticated flavour profiles. Meanwhile, British fruit can be explored both to tap into patriotic sentiments and to forge a point of difference from the rest of the category.”
– Anita Winther, Research Analyst

This report looks at the following areas:

  • Alcohol reduction trend is an opportunity for cordials and squashes
  • The category has a strong green image it can leverage
  • Scope to use British fruits to forge point of difference

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Table of contents

  1. Overview

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

          • The market
            • Summer weather heats up 2018 sales
              • Future outlook is challenging
                • Figure 1: Forecast of UK value sales of cordials and squashes, 2013-23
              • Retail is the biggest channel
                • ‘Sugar Tax’ comes into force
                  • Plastic waste is in the spotlight
                    • Alcohol reduction is an opportunity
                      • Companies and brands
                        • Robinsons’ new grown-up ranges drive growth
                          • Vimto overtakes Ribena
                            • Figure 2: Leading brands’ share of value sales in the UK retail cordial and squash market, 2018^
                          • Cordials and squashes target adults
                            • Tetley launches fortified squash
                              • Britvic drives increase in adspend in 2018
                                • Tetley supports Super Squash, Ribena and Vimto visibility driven by juice drinks
                                  • Robinsons excels on trust, quality and value
                                    • The consumer
                                      • Four in five drink cordials and squashes
                                        • Figure 3: Frequency of drinking types of cordials and squashes, February 2019
                                      • The home is top for cordial and squash usage
                                        • Linking with refill stations can tap into reusable water bottle trend
                                          • Figure 4: When cordials and squashes are drunk, February 2019
                                        • Sizeable demand for premium options in the on-trade
                                          • Cocktail recipes garner high interest
                                            • Figure 5: Behaviours relating to cordials and squashes, February 2019
                                          • A favourite flavour is most important choice factor
                                            • Sugar is high on the agenda
                                              • Figure 6: Important purchase factors influencing the choice of cordials and squashes, February 2019
                                            • British fruits are in demand
                                              • Fortifications appeal to many
                                                • Figure 7: Interest in flavours and ingredients in cordials and squashes, February 2019
                                              • Category seen as a more environmentally friendly choice
                                                • Figure 8: Attitudes towards cordials and squashes, February 2019
                                              • What we think
                                              • Issues and Insights

                                                • Alcohol reduction trend is an opportunity for cordials and squashes
                                                  • The facts
                                                    • The implications
                                                      • The category has a strong green image it can leverage
                                                        • The facts
                                                          • The implications
                                                            • Scope to use British fruits to forge point of difference
                                                              • The facts
                                                                • The implications
                                                                • The Market – What You Need to Know

                                                                  • Summer weather heats up 2018 sales
                                                                    • Future outlook is challenging
                                                                      • Retail is biggest channel
                                                                        • ‘Sugar Tax’ comes into force
                                                                          • Plastic waste is in the spotlight
                                                                            • Alcohol reduction is an opportunity
                                                                            • Market Size and Forecast

                                                                              • 2018 summer heatwave sees sales jump
                                                                                • Sales struggle over 2013-18
                                                                                  • Hot weather and premiumisation drive 2018 growth
                                                                                    • Figure 9: UK value sales of cordials and squashes, at current and constant prices, 2013-23
                                                                                  • The future
                                                                                    • Figure 10: Forecast of UK value sales of cordials and squashes, 2013-23
                                                                                  • Forecast methodology
                                                                                  • Channels to Market

                                                                                    • Retail channel sees biggest sales boost in 2018
                                                                                      • Figure 11: UK value sales of cordials and squashes in the on-premise and retail channels, 2013-18
                                                                                  • Market Drivers

                                                                                    • Sugar remains main foe in fight against obesity
                                                                                      • Soft Drinks Industry Levy comes into force
                                                                                        • Scepticism towards artificial sweeteners is a challenge for sugar reduction
                                                                                          • Plastic waste is in the spotlight
                                                                                            • Government consultations launched to tackle issue
                                                                                              • Manufacturers commit to plastic recycling
                                                                                                • 2018 summer weather a boon for category
                                                                                                  • Figure 12: Total hours of sunshine in the UK, by month, 2013-18
                                                                                                • Alcohol reduction trend creates opportunities
                                                                                                  • Decline in under-10s could impact on sales
                                                                                                    • Category is unlikely to benefit from the ageing population
                                                                                                      • Figure 13: Trends in the age structure of the UK population, 2013-18 and 2018-23
                                                                                                  • Companies and Brands – What You Need to Know

                                                                                                    • Robinsons’ new grown-up ranges drive growth
                                                                                                      • Vimto overtakes Ribena
                                                                                                        • Cordials and squashes target adults
                                                                                                          • Tetley launches fortified squash
                                                                                                            • Britvic drives increase in adspend in 2018
                                                                                                              • Tetley supports Super Squash, Ribena and Vimto visibility driven by juice drinks
                                                                                                                • Robinsons excels on trust, quality and value
                                                                                                                • Market Share

                                                                                                                  • Grown-up ranges drive Robinsons’ growth
                                                                                                                    • Figure 14: Leading brands’ value sales and shares in the UK retail cordial and squash market, 2016-18
                                                                                                                  • Vimto overtakes Ribena
                                                                                                                    • Bottlegreen and Belvoir
                                                                                                                      • Own-label’s share remains steady
                                                                                                                      • Start-ups and Disruptors Case Study – Wolfe’s Shrubs

                                                                                                                        • Company overview
                                                                                                                          • What is it?
                                                                                                                            • Founded
                                                                                                                              • Company mission statement
                                                                                                                                • Founder’s story
                                                                                                                                  • Mintel analyst view
                                                                                                                                    • Mintel Trends
                                                                                                                                      • Why it could succeed
                                                                                                                                        • Why it could fail
                                                                                                                                          • The verdict
                                                                                                                                            • Product information
                                                                                                                                              • Figure 15: Wolfe's Shrubs product range, March 2019
                                                                                                                                              • Figure 16: Wolfe's Shrubs concentrates, March 2019
                                                                                                                                            • Media profile
                                                                                                                                              • Social media metrics
                                                                                                                                                • Figure 17: Social media metrics for Wolfe's Shrubs as of March 2019
                                                                                                                                              • The brand’s view
                                                                                                                                                • Revenue in the last year (as of 1 December 2018)
                                                                                                                                                  • Sources of funding and support
                                                                                                                                                    • Target audience
                                                                                                                                                      • What consumer needs does the range meet?
                                                                                                                                                        • Product stockists
                                                                                                                                                          • Looking to the future
                                                                                                                                                          • Launch Activity and Innovation

                                                                                                                                                            • Cordials and squashes lose share of soft drinks launches
                                                                                                                                                              • Figure 18: Beverage concentrates’ share of launches in the UK retail soft drinks market, 2014-18
                                                                                                                                                            • Robinsons launches ranges targeting grown-ups
                                                                                                                                                              • Figure 19: Robinsons Fruit Creations and Fruit Cordials ranges, 2017 and 2018
                                                                                                                                                            • Herb and spice flavours gain prominence
                                                                                                                                                              • Figure 20: Top six flavour components used in new product launches in the UK retail beverage concentrates market (sorted by 2018), 2014-18
                                                                                                                                                              • Figure 21: Cordials and squash launches featuring herb or spice flavour components, 2018
                                                                                                                                                            • Vimto and Ribena roll out flavour extensions
                                                                                                                                                              • Tetley enters category with fortified squash
                                                                                                                                                                • Figure 22: Tetley Super Squash range, 2017
                                                                                                                                                            • Advertising and Marketing Activity

                                                                                                                                                              • Adspend picks up in 2018
                                                                                                                                                                • Figure 23: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, 2014-18
                                                                                                                                                              • Robinsons enlists kids to push for ‘grown-ups’ message
                                                                                                                                                                • Figure 24: Robinsons Fruit Creations and Fruit Cordials adverts, 2018
                                                                                                                                                              • Fruit Cordials sponsor James Martin’s Saturday Morning with dinner party advice
                                                                                                                                                                • Sustainability is a focus for Robinsons’ Wimbledon sponsorship
                                                                                                                                                                  • Teisseire focuses on flavour and cocktail recipes
                                                                                                                                                                    • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by top five advertisers (sorted by 2018), 2014-18
                                                                                                                                                                  • Tetley smartens up its fruit in Super Squash campaign
                                                                                                                                                                    • Figure 26: Tetley Super Squash ‘Seriously Super Stuff’ advert, 2018
                                                                                                                                                                  • Ribena and Vimto visibility driven by juice drinks
                                                                                                                                                                    • Ribena continues focus on flavour
                                                                                                                                                                      • Vimto launches ‘Refreshingly Different’ campaign
                                                                                                                                                                        • Figure 27: Vimto ‘Refreshingly Different’ advert, 2018
                                                                                                                                                                      • Bottlegreen and Belvoir link to royal wedding with cake recipes
                                                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                                                        • Brand Research

                                                                                                                                                                            • Brand map
                                                                                                                                                                              • Figure 28: Attitudes towards and usage of selected brands, March 2019
                                                                                                                                                                            • Key brand metrics
                                                                                                                                                                              • Figure 29: Key metrics for selected brands, March 2019
                                                                                                                                                                            • Brand attitudes: Robinsons excels on trust, quality and value
                                                                                                                                                                              • Figure 30: Attitudes, by brand, March 2019
                                                                                                                                                                            • Brand personality: Bottlegreen stands out as exclusive
                                                                                                                                                                              • Figure 31: Brand personality – macro image, March 2019
                                                                                                                                                                            • Robinsons and Vimto are seen as most delicious
                                                                                                                                                                              • Figure 32: Brand personality – micro image, March 2019
                                                                                                                                                                            • Brand analysis
                                                                                                                                                                              • Robinsons sets the benchmark high for its competitors
                                                                                                                                                                                • Figure 33: User profile of Robinsons, March 2019
                                                                                                                                                                              • Bottlegreen has the strongest premium image
                                                                                                                                                                                • Figure 34: User profile of Bottlegreen, March 2019
                                                                                                                                                                              • Ribena enjoys a fun image among the young
                                                                                                                                                                                • Figure 35: User profile of Ribena, March 2019
                                                                                                                                                                              • Vimto is viewed positively but trails behind its competition
                                                                                                                                                                                • Figure 36: User profile of Vimto, March 2019
                                                                                                                                                                              • Jucee struggles to stand out from competition
                                                                                                                                                                                • Figure 37: User profile of Jucee, March 2019
                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                              • Four in five drink cordials and squashes
                                                                                                                                                                                • The home is top for cordial and squash usage
                                                                                                                                                                                  • Linking with refill stations can tap into reusable water bottle trend
                                                                                                                                                                                    • Sizeable demand for premium options in the on-trade
                                                                                                                                                                                      • Cocktail recipes garner high interest
                                                                                                                                                                                        • A favourite flavour is most important choice factor
                                                                                                                                                                                          • Sugar is high on the agenda
                                                                                                                                                                                            • British fruits are in demand
                                                                                                                                                                                              • Fortifications appeal to many
                                                                                                                                                                                                • Category seen as a more environmentally friendly choice
                                                                                                                                                                                                • Usage of Cordials and Squashes

                                                                                                                                                                                                  • Four in five drink cordials and squashes
                                                                                                                                                                                                    • Figure 38: Repertoires of types of cordials and squashes drunk, February 2019
                                                                                                                                                                                                  • Families are key users of cordials and squashes
                                                                                                                                                                                                    • Standard- and double-strength squashes have a lead
                                                                                                                                                                                                      • Figure 39: Frequency of drinking types of cordials and squashes, February 2019
                                                                                                                                                                                                    • 46% drink cordials
                                                                                                                                                                                                      • No-added-sugar variants are most popular
                                                                                                                                                                                                        • Figure 40: Usage of no-added-sugar and regular cordials and squashes, February 2019
                                                                                                                                                                                                    • When Cordials and Squashes are Drunk

                                                                                                                                                                                                      • The home remains the centre of cordial and squash usage
                                                                                                                                                                                                        • Scope to grow meal occasion with pairing advice
                                                                                                                                                                                                          • Figure 41: When cordials and squashes are drunk, February 2019
                                                                                                                                                                                                        • Linking with refill stations can tap into reusable water bottle trend
                                                                                                                                                                                                          • Boosting energy and hydration could enhance exercise usage
                                                                                                                                                                                                          • Behaviours Relating to Cordials and Squashes

                                                                                                                                                                                                            • Sizeable demand for premium options in on-trade
                                                                                                                                                                                                              • Work with on-trade operators for training and advice
                                                                                                                                                                                                                • Figure 42: Behaviours relating to cordials and squashes, February 2019
                                                                                                                                                                                                              • Cocktail recipes garner interest
                                                                                                                                                                                                                • Cocktails also offer flavour cues
                                                                                                                                                                                                                  • Cold infusions are a threat
                                                                                                                                                                                                                  • Cordial and Squash Purchase Factors

                                                                                                                                                                                                                    • A favourite flavour is most important
                                                                                                                                                                                                                      • 16-34s are most adventurous
                                                                                                                                                                                                                        • Figure 43: Important purchase factors influencing the choice of cordials and squashes, February 2019
                                                                                                                                                                                                                      • Sugar is high on the agenda
                                                                                                                                                                                                                        • One in three are swayed by deals
                                                                                                                                                                                                                        • Interest in Cordial and Squash Concepts

                                                                                                                                                                                                                          • British fruits are in demand
                                                                                                                                                                                                                            • Figure 44: Urban Cordials’ range of cordials at IFE London, 2019
                                                                                                                                                                                                                          • Scope to play on regional provenance
                                                                                                                                                                                                                            • Figure 45: Interest in flavours and ingredients in cordials and squashes, February 2019
                                                                                                                                                                                                                          • Fortifications appeal to many
                                                                                                                                                                                                                            • Price and category confusion are barriers to Tetley Super Squash
                                                                                                                                                                                                                                • Figure 46: Perceptions of Tetley Super Squash in comparison to cordials and squashes in the UK market, April 2018-March 2019
                                                                                                                                                                                                                              • Energy-boosting ingredients interest 33% of young men
                                                                                                                                                                                                                              • Attitudes towards Cordials and Squashes

                                                                                                                                                                                                                                • Category seen as a more environmentally friendly choice
                                                                                                                                                                                                                                  • Figure 47: Attitudes towards cordials and squashes, February 2019
                                                                                                                                                                                                                                • Baking suggestions spark interest
                                                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                        • Forecast methodology
                                                                                                                                                                                                                                            • Figure 48: Total UK value sales of cordials and squashes, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                        • Appendix – Market Share

                                                                                                                                                                                                                                            • Figure 49: Leading manufacturers’ value sales and shares in the UK retail cordial and squash market, 2016-18
                                                                                                                                                                                                                                        • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                            • Figure 50: Share of new product launches in the UK retail beverage concentrates market, by launch type, 2014-18
                                                                                                                                                                                                                                            • Figure 51: Share of new product launches in the UK retail beverage concentrates market, by branded and private label, 2014-18
                                                                                                                                                                                                                                            • Figure 52: Share of new product launches in the UK retail beverage concentrates market, by top 10 companies (sorted by 2018), 2014-18
                                                                                                                                                                                                                                            • Figure 53: Top 10 claims featured on new product launches in the UK retail beverage concentrates market (sorted by 2018), 2014-18

                                                                                                                                                                                                                                        Cordials and Squashes - UK - April 2019

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