“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.
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Overview
- Key issues covered in this Report
- Products covered in this Report
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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
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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
- CSDs and Robinsons lead highest usage
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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
- Taste, quality and usage influence brand favouritism
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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
- Baileys transfers its signature taste into indulgent food categories
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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
- Alcohol brands dominate positive reviews
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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
- Trust is synonymous with being ethical
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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
- Quality is associated with freshness and locality
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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
- Robinsons value perception may be threatened by increased prices
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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
- Alcohol-free alternatives drive new innovations
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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
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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
- Brands reformulate recipes ahead of HFSS restrictions
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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
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
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Appendix – Brands Covered
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