2023
9
UK Brand Overview: Drinks Market Report 2023
2023-06-23T04:09:08+01:00
OX1158217
2195
164369
[{"name":"Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks"}]
Report
en_GB
“Purchases are being scrutinised more as consumers confront the cost-of-living crisis. Brands that reduce pack size or raise prices without communication risk the perception of being seen as opportunistic, which…

UK Brand Overview: Drinks Market Report 2023

£ 2,195 (Excl.Tax)

Report Summary

“Purchases are being scrutinised more as consumers confront the cost-of-living crisis. Brands that reduce pack size or raise prices without communication risk the perception of being seen as opportunistic, which will undermine consumer trust as it does not offer a longer-term solution to cost-of-living pressures. Driving value perceptions – not just based on price, but also on quality and experience – is therefore critical to combat consumers looking towards trading down to own-labels. In the long term, sustainability will become a distinct marker of quality, and brands that craft personalised commitments towards more sustainable practices will elicit greater trust.”
– Nikita Shergill, Research Analyst

Key issues covered in this Report

  • How leading drink brands score on metrics like usage, trust, satisfaction, likely recommendation and perceived differentiation.
  • The top-scoring brands for particular personality traits, including innovation, value and quality.
  • The leaders on hot topics in the drink sector – ethics, taste and purity.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • Brand leaders
              • Prime speaks the language of Gen Z
                • Figure 1: Top ranking of brands operating in the drinks sector, by consumption in the last 12 months, 2021-23
              • Brands are vulnerable to the cost-of-living squeeze
                • Figure 2: Top ranking of brands operating in the drinks sector, by commitment (net of “I prefer this brand over others” and “It is a favourite brand”), 2021-23
              • Alcoholic brands are more likely to stand out as being a unique brand
                • Figure 3: Top ranking of brands operating in the drinks sector, by differentiation (net of “It stands out as being somewhat different to other brands” and “It is a unique brand, 2021-23
              • Premium brands tap into affordable luxury
                • Figure 4: Top ranking of brands operating in the drinks sector, by likely recommendation, 2021-23
              • Brand reputation
                • Trust linked to ethical brand practices
                  • Figure 5: Top ranking of brands operating in the drinks sector, by agreement with “a brand that I trust”, 2021-23
                • Quality is associated with taste and freshness
                  • Figure 6: Top ranking of brands operating in the drinks sector, by agreement with “A brand that is consistently high quality”, 2021-23
                • Shrinkflation threatens perception of value
                  • Figure 7: Top ranking of brands operating in the drinks sector, by agreement with “A brand that offers good value”, 2021-23
                • Alcohol-free alternatives drive new innovations
                  • Figure 8: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, 2021-23
                • Highlight ethical business practices
                  • Figure 9: Top ranking of brands operating in the drinks sector, by agreement with “Ethical”, 2021-23
              • Brand Usage

                • CSDs and Robinsons lead highest usage
                  • Figure 10: Top ranking of brands operating in the drinks sector, by consumption in the last 12 months, 2021-23
                • Extreme demand for Prime Hydration
                  • Figure 11: Prime Hydration (US version), 2023
                • Celebrity brands can add personality that consumers resonate with
                • Brand Preference

                  • Taste, quality and usage influence brand favouritism
                    • Figure 12: Top ranking of brands operating in the drinks sector, by commitment (net of “I prefer this brand over others” and “It is a favourite brand”), 2021-23
                  • Price over brands
                    • #WhatTheFanta brings fun, taste and personality
                      • Figure 13: Fanta’s mystery purple flavour, 2023
                  • Brand Differentiation

                    • Baileys transfers its signature taste into indulgent food categories
                      • Figure 14: Top ranking of brands operating in the drinks sector, by differentiation (net of “It stands out as being somewhat different to other brands” and “It is a unique brand”), 2021-23
                      • Figure 15: Baileys The Original Ice Cream, 2022
                    • Guinness delivers ‘satisfying smooth’ drink from home with new device
                      • Figure 16: Guinness Draught Nitrosurge, 2023
                  • Satisfaction and Recommendation

                    • Alcohol brands dominate positive reviews
                      • Figure 17: Top ranking of brands operating in the drinks sector, by positive experience (net of “Good” and “Excellent” responses), 2021-23
                    • Consumers drink alcohol to relax
                      • Call out complex flavours in alcoholic alternative drinks
                        • Premium alcohols can tap into affordable luxury
                          • Figure 18: Grey Goose Watermelon & Basil Vodka Spritz, 2022
                        • Make home occasions feel more special
                          • Grey Goose portrays itself as essential for home occasions
                            • Fruit-based drinks are reframing as alcoholic alternatives
                              • Figure 19: Examples of fruit juice launches experimenting with more sophisticated flavours, 2022
                              • Figure 20: Top ranking of brands operating in the drinks sector, by likely recommendation, 2021-23
                          • Trust

                            • Trust is synonymous with being ethical
                              • Figure 21: Top ranking of brands operating in the drinks sector, by agreement with “a brand that I trust”, 2021-23
                            • Certifications can help build and maintain trust…
                              • …but more personalised commitments can boost trust further
                                • Improve trusted perceptions through transparency of ingredient origins
                                • Quality

                                  • Quality is associated with freshness and locality
                                    • Figure 22: Inch’s Medium Apple Cider repackaged, 2023
                                  • Sustainability will become a distinct marker of quality
                                    • Figure 23: Top ranking of brands operating in the drinks sector, by agreement with “A brand that is consistently high quality”, 2021-23
                                • Value

                                  • Robinsons value perception may be threatened by increased prices
                                    • Figure 24: Top ranking of brands operating in the drinks sector, by agreement with “A brand that offers good value”, 2021-23
                                  • Shrinkflation risks alienating consumers
                                    • Elicit value through honest communication
                                      • Premium brands can increase their value through their benefits
                                        • Figure 25: ‘What would you rather spend $6 on?’ Arepa, 2023
                                    • Innovation

                                      • Alcohol-free alternatives drive new innovations
                                        • Figure 26: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, 2021-23
                                      • Kopparberg adds to its alcohol-free line
                                        • CBD oil mimics the relaxation effect of alcohol
                                          • Figure 27: Oto Sparkling Tea & Garden Mint CBD Botanical Seltzer, 2022
                                        • Innocent launches Blueberry Whizz for kids
                                        • Ethics

                                          • Innocent launches carbon-neutral orange juice
                                            • Improve ethical image through locally grown ingredients
                                              • Figure 28: Top ranking of brands operating in the drinks sector, by agreement with “Ethical”, 2021-23
                                            • Water brands score highly despite plastic concerns
                                              • Figure 29: Examples of canned water brands, 2017-22
                                            • Drinkwell claims to be first fully biodegradable plastic water bottle
                                            • Taste and Refreshment

                                              • Brands reformulate recipes ahead of HFSS restrictions
                                                • Figure 30: Top ranking of brands operating in the drinks sector, by agreement with “Delicious”, 2021-23
                                              • Refreshing linked to fruity flavours and bottled water
                                                • Oasis campaign shows it has only refreshing benefits
                                                  • Figure 31: Top ranking brands operating in the drinks sector, by agreement with “Refreshing”, 2021-23
                                              • Purity

                                                • Water brands perceived as pure
                                                  • ‘Impossible to Hate’ Coconut Water
                                                    • Figure 32: Top ranking of brands in the drinks sector, by agreement with “Pure”, 2021-23
                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                    • Abbreviations
                                                    • Appendix – Brands Covered

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