2021
9
UK Brand Overview: Drinks Market Report 2021
2021-07-29T04:05:35+01:00
OX1045905
2195
140989
[{"name":"Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks"}]
Report
en_GB
“Consumer concerns around COVID-19 are beginning to show signs of decline, but there will be a continued drive towards health and wellbeing from consumers. In the short term this will…

UK Brand Overview: Drinks Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Drink market, including the behaviours, preferences and habits of the consumer.

People are slowly beginning to feel more confident that the worst of the pandemic is behind them. While 40% of adults said that they are still concerned about exposure to the virus in research run from 27 May-7 June, this is the lowest figure since Mintel’s first wave of COVID-19 research in February/March 2020.

Although consumer concerns around COVID-19 are beginning to show signs of decline, there will be a continued drive towards health and wellbeing. In the short term this will continue to be related to building immunity, but over the longer term the focus will become more general. Helping consumers to manage their health through the addition of vitamins and minerals and the removal of unwanted components such as sugar and calories will resonate with more health-conscious consumers.

The biggest threat facing drinks brands is a consumer willingness to trade down to cheaper, own-label alternatives. During the pandemic consumers have become more budget-conscious, so it will be a challenge for brands to encourage shoppers to bring back pre-pandemic behaviours, such as impulse purchase. Brands can utilise emotion-based marketing focusing on taste to help entice consumers to make these decisions.

The alcohol moderation trend will provide opportunities for brands to introduce low-alcohol variants, but will also provide impetus for premium brands to move into the space previously occupied by alcohol. Brands like Fentimans, Fever-Tree, Belvoir and Bottlegreen can seek to build engagement through replicating the taste, theatre andsocial elements of alcohol drinking occasions.

Read on to discover more details or take a look at all of our UK Drink market research.

Quickly understand

  • The impact of COVID-19 on consumer behaviour and how it will influence what consumers are looking for from brands.
  • How leading drinks brands score on metrics like usage, trust, satisfaction, likely recommendation and perceived differentiation.
  • The top-scoring brands for particular personality traits, including innovation, value, quality, ethics and taste.

Covered in this report

Brands: Apple, LG, Google, ADT, SimpliSafe, Samsung.

Expert analysis from a specialist in the field

Written by Richard Hopping, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumer concerns around COVID-19 are beginning to show signs of decline, but there will be a continued drive towards health and wellbeing from consumers. In the short term this will continue to be related to products that people hope will support their immune system, but over the longer term the focus will become more general. Helping consumers to manage their health through the addition of vitamins and minerals and the removal of unwanted components such as sugar and calories will resonate with more health-conscious consumers.
Richard Hopping
Senior Brand and Household Care Analyst

Table of Contents

  1. Overview

    • Key issues covered in this ReportReport
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on the drinks category
      • Figure 1: Impact of COVID-19 on alcoholic and non-alcoholic drinks markets, in short, medium and long term, 2021
    • Brand leaders
    • Brands that are drunk at home benefit from lockdowns
      • Figure 2: Top brands in the drinks category, by usage in the last 12 months, 2018-21
    • Costa benefits from its strong coffee shop presence
      • Figure 3: Top brands in the drinks category, by commitment (net of “I prefer this over others” and “It’s a favourite brand”), 2018-21
    • Iconic brands are instantly recognisable
      • Figure 4: Top brands in the drinks category, by differentiation (net of “It somewhat stands out” and “It’s a unique brand”), 2018-21
    • Positive experiences will play a role in uplifting on-trade sales
      • Figure 5: Top brands in the drinks category, by positive experiences (net of “Excellent” and “Good” responses), 2018-21
    • Brand personality
    • Longevity helps to promote trust in drinks brands
      • Figure 6: Top brands in the drinks category, by agreement with “A brand that I trust”, 2018-21
    • Consumers shifting to premium teas
      • Figure 7: Top brands in the drinks category, by agreement with “A brand that is worth paying more for”, 2018-21
    • Innovative brands can make an immediate impact
      • Figure 8: Top brands in the drinks category, by agreement with “A brand that is innovative”, 2018-21
    • Innocent stands out for ethicality
    • Brands focus on packaging changes
      • Figure 9: Top brands in the drinks category, by agreement with “Ethical”, 2018-21
    • Reiterate the taste experience to consumers
      • Figure 10: Top brands in the drinks category, by agreement with “Delicious”, 2018-21
    • Brands tap into refreshment trends with hard seltzers
      • Figure 11: Top brands in the drinks category, by agreement with “Refreshing”, 2018-21
    • Purity can be used to drive healthy connotations
      • Figure 12: Top brands in the drinks category, by agreement with “Pure”, 2018-21
  3. The Impact of COVID-19 on Drinks Brands

    • Impact of COVID-19 on the drinks category
      • Figure 13: Impact of COVID-19 on alcoholic and non-alcoholic drinks markets, in short, medium and long term, 2021
    • Brands under pressure to reiterate their value over alternatives
      • Figure 14: Proportion of consumers cutting back on non-essential spend, 2020-21
    • Continue to support health
      • Figure 15: Concerns around exposure to COVID-19, 2020-21
    • Promote sport and fitness associations
    • Aid mood and drive productivity for homeworkershomeworkers
      • Figure 16: Xite Peach + Passion Fruit Flavour Energy Drink, 2021
    • Focus on the low-alcohol and moderation trend
      • Figure 17: Examples of new no-alcohol product launches, 2020-21
    • Consumers and businesses still require support
    • Production methods will become a stronger aspect of sustainability
      • Figure 18: Inch’s Cider from Heineken, 2021
  4. Brand Leaders – What You Need to Know

    • Leading drinks brands are in a strong position
    • Significant potential for alcohol alternatives to grow
  5. Brand Usage

    • Coca-Cola leads on usage in the last 12 months
      • Figure 19: Top brands in the drinks category, by usage in the last 12 months, 2018-21
    • Costa benefits from at-home drinking
      • Figure 20: Examples of Costa launches, 2020-21
    • Coca-Cola leverages position to celebrate and drive change
      • Figure 21: Top brands in the drinks category, by overall usage, 2018-21
    • Fanta launches mystery variant to drive engagement
      • Figure 22: Fanta’s Mystery Blue Flavour, 2021
  6. Brand Preference

    • Costa’s coffee shop performance will translate into retail products
      • Figure 23: Top brands in the drinks category, by commitment (net of “I prefer this over others” and “It’s a favourite brand”), 2018-21
  7. Brand Differentiation

    • Iconic drinks brands are instantly recognisable
      • Figure 24: Top brands in the drinks category, by differentiation (net of “It somewhat stands out” and “It’s a unique brand”), 2018-21
    • Fever-Tree and Fentimans are carving out a standout position
  8. Satisfaction and Recommendation

    • Alcohol brands generate excellent reviews
      • Figure 25: Top brands in the drinks category, by excellent experiences, 2018-21
    • Positive experiences will play a role in uplifting on-trade sales
      • Figure 26: Top brands in the drinks category, by positive experiences (net of “Excellent” and “Good” responses), 2018-21
    • Premium brands come highly recommended
      • Figure 27: Top brands in the drinks category, by likely recommendation, 2018-21
  9. Brand Personality – What You Need to Know

    • Reiterate the taste experience to consumers
    • Brands tap into refreshing trends with hard seltzer launches
    • Ethics will be about behaviours, not just products
    • Responsible production methods will be key in the next normal
    • Continue the health focus beyond immunity
  10. Trust and Quality

    • Longevity helps to promote trust in drinks brands
      • Figure 28: Top brands in the drinks category, by agreement with “A brand that I trust”, 2018-21
    • Quality is closely aligned with trust
      • Figure 29: Top brands in the drinks category, by agreement with “A brand that has consistently high quality”, 2018-21
    • Premium soft drinks can jump to the next level
  11. Value

    • Trust and quality help to promote an image of value
      • Figure 30: Top brands in the drinks category, by agreement with “A brand that offers good value”, 2018-21
    • Robinsons’ launches promote value
      • Figure 31: Examples of Robinsons’ product launches, 2020-21
    • Highland Spring adds value to water through carbonation and flavour
      • Figure 32: Highland Spring Pear & Elderflower Flavoured Sparkling Spring Water, 2021
    • Consumers shifting to premium teas
      • Figure 33: Top brands in the drinks category, by agreement with “A brand that is worth paying more for”, 2018-21
    • Adult-focused brands generate a sophisticated image
      • Figure 34: Top brands in the drinks category, by agreement with “SophisticatedSophisticated”, 2018-21
  12. Innovation

    • Innovative brands can make an immediate impact
      • Figure 35: Top brands in the drinks category, by agreement with “A brand that is innovative”, 2018-21
    • Innocent focuses on functionality to drive innovationinnovation
      • Figure 36: Examples of Innocent launches, 2020-21
  13. Ethics

    • Innocent stands out for ethicality
      • Figure 37: Top brands in the drinks category, by agreement with “Ethical”, 2018-21
    • Tea brands can go further to promote ethics
    • Responsible packaging is now an expectation
    • Brands experiment with alternative materials
      • Figure 38: Examples of drink launches in alternative material packaging, 2020-21
    • A mixed year for BrewDog
      • Figure 39: BrewDogBrewDog Lost Planet First lager, 2021
    • Awareness of energy and carbon will grow
      • Figure 40: Examples of products carrying carbon-neutral/energy claims, 2020-21
  14. Taste and Refreshment

    • Reiterate the taste experience to consumers
      • Figure 41: Top brands in the drinks category, by agreement with “Delicious”, 2018-21
    • A reputation for taste allows for diversification
      • Figure 42: Examples of Baileys launches, 2021
    • Tea brands have the potential to move into food products
      • Figure 43: Examples of coffee and tea flavour launches, 2020-21
    • Fruit flavours and bottled waters are considered refreshing
      • Figure 44: Top brands in the drinks category, by agreement with “Refreshing”, 2018-21
    • Brands tap into refreshment trends with hard seltzers
      • Figure 45: Examples of branded hard seltzer launches, 2020-21
  15. Healthiness

    • Purity can be used to drive healthy connotations
      • Figure 46: Top brands in the drinks category, by agreement with “Pure”, 2018-21
    • Brands pivot towards immunity and protection
      • Figure 47: Examples of drinks launches with vitamin/mineral-fortified claims, 2020-21
    • A focus on removing unwanted ingredients continues
      • Figure 48: Examples of drink launches with low-sugar claims, 2020
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
  17. Appendix – Brands Covered

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