2021
9
UK Cordials and Squashes Market Report 2021
2021-04-15T04:04:15+01:00
OX1042435
2195
136608
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Report
en_GB
“While health was firmly on the government and consumers’ agenda before the pandemic, the COVID-19 outbreak has brought it into even sharper focus. This spotlight has upped the potential for…

UK Cordials and Squashes Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

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

The COVID-19 pandemic saw a hit to total sales of squash and cordials in 2020, falling by 13.1%. A record fall in on-trade sales, thanks to the closure of most non-essential businesses and heavy restrictions to travel, is most likely responsible for this. While further lockdowns into 2021 poses a threat to the market recovery, sales are expected to rebound sharply.

The working from home trend and cautious spending has created a boost to the market, with people looking for affordable and long-lasting options for drinking at home. The main players in the industry already have a strong image as affordable and trustworthy, which will support the growth of the market overall. However, with the child population continuing to decline, brands will need to do more to increase their relevance to adults.

There will continue to be a trend towards sustainability as the pandemic ends. While 56% of consumers agree that squashes and cordials are more environmentally friendly than other soft drinks, 38% are interested in having sustainable packaging. The market already has an advantage over other soft drinks in regards to plastic waste and carbon footprint, meaning a focus on marketing this fact could help the category overall. The other trends towards alcohol moderation and interest in immune system support could also provide opportunities for further marketing and product innovation.

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

Quickly understand

  • The impact of COVID-19 on the cordials and squashes market.
  • The outlook for the market in the re-emergence from the pandemic and recovery up to 2025.
  • The latest new product development (NPD) trends.
  • Consumers’ habits around drinking cordials and squashes.
  • Consumer behaviours and attitudes towards cordials and squashes.

Covered in this report

Brands: Robinsons (Fruit & Barley, Fruit Creations, Barley Water), Vimto, Ribena, Bottlegreen, Belvoir, Suntory, Britvic, Capri-Sun, Ocean Spray, Urban Cordial, Thorncroft, Tesco, Fiovana, Hubbard’s Foodstore, Essential Waitrose & Partners, M&S, Morrisons, own-label.

Expert analysis from a specialist in the field

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

While health was firmly on the government and consumers’ agenda before the pandemic, the COVID-19 outbreak has brought it into even sharper focus. This spotlight has upped the potential for enhanced health benefits to appeal. Cordial/squash which supports immune health or with added vitamins/minerals, for example, interests around a third of drinkers/buyers.
With health of such importance, further innovation around functionality is therefore warranted. Combining immunity support with digestive, brain or bone health would stand cordial/squash makers in good stead, with strong minority interest in these aspects also.

Amy Price
Senior Food and Drink 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
            • Executive Summary

                • Impact of COVID-19 on cordials and squashes
                  • Figure 1: Short-, medium- and long-term impact of COVID-19 on the cordials and squashes market, 23 March 2021
                • The market
                  • Sales fall in 2020 as on-trade feels the effects of COVID-19
                    • Figure 2: Market size for cordials and squashes, 2015-25 (prepared on 23 March 2021)
                  • The market will enjoy a rapid rebound
                    • Retail sales benefit from on-trade closures and more time at home
                      • Income squeeze puts pressure on spending
                        • Fall in number of children brings headwinds to the market
                          • Companies and brands
                            • Robinsons continues to lead the market
                              • Figure 3: Leading brands’ value shares in the UK retail cordials and squashes market, 2020/21*
                            • Various brands push functional health benefits
                              • Suntory leads advertising with Ribena; aiming to cultivate an artisan image
                                • Robinsons leads on trust, quality and innovation; Belvoir and Bottlegreen on sophistication and style
                                  • The consumer
                                    • 79% drink cordials/squash; usage skewed towards the young
                                      • Figure 4: Frequency of drinking types of cordials and squashes, November 2020
                                    • At home is the most popular place to drink cordial/squash
                                      • Figure 5: When cordials and squashes are drunk, November 2020
                                    • Naturalness is a priority for cordials/squash buyers
                                      • Figure 6: Interest in factors when buying cordials and squashes, November 2020
                                    • Emphasising immunity support would help manufacturers stand out
                                      • Figure 7: Interest in cordials/squashes with health benefits, November 2020
                                    • Promotions remain an incentive to switching
                                      • Figure 8: Behaviours related to cordials/squashes, November 2020
                                    • Cordials/squashes should push environmental credentials; stand to benefit from alcohol moderation trend
                                      • Figure 9: Attitudes towards cordials/squashes, November 2020
                                  • Issues and Insights

                                    • Emphasising immunity support would help manufacturers stand out in the wake of COVID-19
                                      • Cordials/squashes should push environmental credentials
                                        • Moderation trend should benefit cordials/squashes
                                          • Opportunities to push cocktails and food pairings for cordials/squashes
                                          • The Market – Key Takeaways

                                            • Sales fall in 2020 as on-trade feels the effects of COVID-19
                                              • The market will enjoy a rapid rebound
                                                • Retail sales benefit from on-trade closures
                                                  • Income squeeze puts pressure on finances
                                                    • Fall in number of children brings headwinds to the market
                                                    • Market Size and Forecast

                                                      • Impact of COVID-19 on cordials and squashes
                                                        • Figure 10: Short-, medium- and long-term impact of COVID-19 on the cordials and squashes market, 23 March 2021
                                                      • Sales fall in 2020 as on-trade feels the effects of COVID-19
                                                        • Figure 11: Market size for cordials and squashes, 2015-25 (prepared on 23 March 2021)
                                                      • The market will enjoy a rapid rebound
                                                          • Figure 12: Market size for cordials and squashes, 2015-25 (prepared on 23 March 2021)
                                                        • Market drivers and assumptions
                                                            • Figure 13: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 23 March 2021)
                                                          • Learnings from the last recession
                                                            • Figure 14: Value sales of cordials and squashes, 2007-12
                                                          • Forecast methodology
                                                          • Channels to Market

                                                            • Retail sales benefit from on-trade closures, stay-at-home orders and cautious spending
                                                              • On-trade sales hit during COVID-19 outbreak
                                                                • Figure 15: Value sales of cordials and squashes in the on- and off-trade, 2015-20
                                                            • Market Drivers

                                                              • Income squeeze puts pressure on finances…
                                                                • …further fuelling alcohol reduction trend
                                                                  • Brexit has limited impact on cordials and squashes
                                                                    • Fall in number of children brings headwinds to the market
                                                                      • Figure 16: Trends in the age structure of the UK population, 2015-20 and 2020-25
                                                                  • Companies and Brands – Key Takeaways

                                                                    • Robinsons continues to lead the market
                                                                      • Various brands push functional health benefits
                                                                        • Suntory leads advertising with Ribena; aiming to cultivate an artisan image
                                                                          • Robinsons leads on trust, quality and innovation; Belvoir and Bottlegreen on sophistication and style
                                                                          • Market Share

                                                                            • Robinsons continues to lead
                                                                              • Figure 17: Leading brands’ value sales and share in the UK retail cordials and squashes market, 2018/19-2020/21
                                                                            • Vimto sees fastest growth; Ribena bounces back
                                                                              • Own-label performs well
                                                                              • Launch Activity and Innovation

                                                                                • Vimto offers refills at Asda store
                                                                                  • Figure 18: Ribena references recycled plastic on front of pack, 2021
                                                                                • Various brands push functional health benefits
                                                                                  • Capri-Sun enters the category with functional squashes
                                                                                    • Other brands also look to functionality
                                                                                      • Figure 19: Ocean Spray and Robinsons launch fortified versions, 2020
                                                                                    • Ribena moves into botanicals and redesigns core range
                                                                                      • Ribena targets those trading up with botanicals launch
                                                                                        • Figure 20: Ribena launches premium cordials line, 2020
                                                                                      • Core Ribena range receives redesign
                                                                                        • Premium launches continue to mine production, provenance and ingredients
                                                                                          • Figure 21: NPD referencing production methods or ingredients, 2019/20
                                                                                          • Figure 22: Premium NPD highlighting production methods/ingredients in cordials/squashes, 2020
                                                                                        • Value ranges rebrand
                                                                                          • Figure 23: Own-labels rename/relaunch products, 2020
                                                                                        • Belvoir and Squash’d update their designs
                                                                                          • Belvoir rebrands to Belvoir Farms
                                                                                            • Figure 24: Belvoir Fruit Farms rebrands to Belvoir Farms, 2021
                                                                                          • New look for Robinsons Squash’d
                                                                                            • Figure 25: Robinsons updates the packaging of Squash’d, 2020
                                                                                          • Seasonal NPD looks to extend usage beyond warmer months
                                                                                            • Figure 26: Seasonal NPD in cordials/squashes, 2020
                                                                                        • Advertising and Marketing Activity

                                                                                          • Advertisers increase spend in 2020
                                                                                            • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by media, 2019 and 2020 (sorted by 2020)
                                                                                          • Suntory is the leading advertiser
                                                                                            • 2019-20 marketing aims to cultivate an artisan image for Ribena
                                                                                              • Ribena offers meditative escapism through film shorts
                                                                                                • Figure 28: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by advertiser, 2019 and 2020 (sorted by 2020)
                                                                                              • Britvic supports Robinsons Fruit Creations
                                                                                                • Robinsons offers daily craft projects
                                                                                                  • Nielsen Ad Intel coverage
                                                                                                  • Brand Research

                                                                                                      • Brand map
                                                                                                        • Figure 29: Attitudes towards and usage of selected brands, January 2021
                                                                                                      • Key brand metrics
                                                                                                        • Figure 30: Key metrics for selected brands, January 2021
                                                                                                      • Brand attitudes: Robinsons is most widely seen as offering good value
                                                                                                        • Figure 31: Attitudes, by brand, January 2021
                                                                                                      • Brand personality: Robinsons and Ribena lead on accessibility, Belvoir and Bottlegreen on exclusivity
                                                                                                        • Figure 32: Brand personality – macro image, January 2021
                                                                                                      • Belvoir and Bottlegreen stand out on associations with sophistication and style
                                                                                                        • Figure 33: Brand personality – micro image, January 2021
                                                                                                      • Brand analysis
                                                                                                        • Robinsons leads on trust, quality and innovation
                                                                                                          • Figure 34: User profile of Robinsons, January 2021
                                                                                                        • Belvoir is seen most widely as a connoisseur brand
                                                                                                          • Figure 35: User profile of Belvoir, January 2021
                                                                                                        • Bottlegreen scores better than most on being stylish, sophisticated and special
                                                                                                          • Figure 36: User profile of Bottlegreen, January 2021
                                                                                                        • Ribena is seen to be delicious by almost a third
                                                                                                          • Figure 37: User profile of Ribena, January 2021
                                                                                                        • Vimto is seen to be the brand least worth paying more for
                                                                                                          • Figure 38: User profile of Vimto, January 2021
                                                                                                      • The Consumer – Key Takeaways

                                                                                                        • Health becomes more of a priority in the wake of the pandemic
                                                                                                          • Moderation trend should benefit cordials/squashes
                                                                                                            • Sustainability rises on consumers’ radars
                                                                                                              • Promotions remain an incentive to switching
                                                                                                              • Impact of COVID-19 on Consumer Behaviour

                                                                                                                • On-trade closures see many occasions lost
                                                                                                                  • Lockdowns/restrictions stop on-premise sales
                                                                                                                    • Dining out and holidays are leisure activities people look forward to most
                                                                                                                      • Health becomes more of a priority in the wake of the pandemic
                                                                                                                        • Sustainability rises on consumers’ radars
                                                                                                                          • One in four say environment is a higher priority
                                                                                                                            • Keen spotlight on packaging
                                                                                                                            • Usage

                                                                                                                              • 79% drink cordials/squash; over half drink more than three types
                                                                                                                                • Families and higher-income households more likely to drink cordials/squashes
                                                                                                                                  • Figure 39: Repertoires of types of cordials and squashes drunk, November 2020
                                                                                                                                • Standard squash is drunk most frequently
                                                                                                                                  • Figure 40: Frequency of drinking types of cordials and squashes, November 2020
                                                                                                                                • No-added-sugar versions are the most popular
                                                                                                                                  • Figure 41: Usage of no-added-sugar and regular cordials and squashes, November 2020
                                                                                                                              • Where Cordials/Squashes Are Drunk

                                                                                                                                • At home is the most popular place to drink cordial/squash
                                                                                                                                  • Squash and cordials have traditionally been homebound
                                                                                                                                    • Refill trend holds potential for out-of-home usage
                                                                                                                                      • Figure 42: When cordials and squashes are drunk, November 2020
                                                                                                                                  • Interest in Cordial/Squash Concepts

                                                                                                                                    • Health is a priority as people look for naturalness…
                                                                                                                                      • …added vitamins/minerals also appeal
                                                                                                                                        • Figure 43: Interest in factors when buying cordials and squashes, November 2020
                                                                                                                                      • Flavour innovation – exotic, seasonal and botanical – would interest minority
                                                                                                                                        • Exotic flavours interest one in three
                                                                                                                                          • Seasonal and botanical flavours appeal to a minority
                                                                                                                                            • A lack of alcohol-inspired flavours
                                                                                                                                              • Smaller formats encourage trial
                                                                                                                                              • Desired Health Benefits

                                                                                                                                                • Emphasising immunity support would help manufacturers stand out
                                                                                                                                                  • Figure 44: Interest in cordials/squashes with health benefits, November 2020
                                                                                                                                                • 22% want cordials/squashes to help them relax/de-stress…
                                                                                                                                                  • …but 28% look for energy
                                                                                                                                                  • Cordials and Squashes Behaviours

                                                                                                                                                    • Promotions remain an incentive to switching…
                                                                                                                                                      • …but there is room for added-value propositions
                                                                                                                                                        • Figure 45: Behaviours related to cordials/squashes, November 2020
                                                                                                                                                      • Opportunities to push cocktails and food pairings for cordials/squashes
                                                                                                                                                      • Attitudes towards Cordials and Squashes

                                                                                                                                                        • Cordials/squashes should push environmental credentials
                                                                                                                                                          • Nearly half of users are unaware of category’s green credentials
                                                                                                                                                            • Figure 46: Attitudes towards cordials/squashes, November 2020
                                                                                                                                                          • Packaging and ingredients can lend standout for individual operators
                                                                                                                                                            • Refills hold future potential
                                                                                                                                                              • Moderation trend should benefit cordials/squashes
                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                      • Forecast methodology
                                                                                                                                                                          • Figure 47: UK value sales of cordials and squashes, best- and worst-case forecast, 2020-25
                                                                                                                                                                      • Appendix – Market Share

                                                                                                                                                                          • Figure 48: Leading manufacturers’ sales and share in the UK retail cordials and squashes market, 2018/19-2020/21

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