2020
9
UK What Children Drink Market Report 2020
2020-08-27T16:02:39+01:00
OX989012
2195
123455
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Report
en_GB
“Health is set to become an even higher priority for parents in the wake of the COVID-19 pandemic, providing a golden opportunity for children’s drinks with functional benefits. Drinks supporting…

UK What Children Drink Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the What Children Drink: Inc Impact of COVID-19 – UK market, and the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

57% of parents say that it is ok for children to drink sugary drinks as a treat. While this aligns with the wider balance and moderation ethos to health, parents’ widespread expectations for manufacturers to make children’s drinks healthier make it imperative for companies to be seen as proactive here. Further underlining this, no added sugar is the leading influence on parents’ choice of drinks for children, cited by 47%.

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Expert analysis from a specialist in the field

Written by Alice Baker, a leading analyst in the Beverage sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Health is set to become an even higher priority for parents in the wake of the COVID-19 pandemic, providing a golden opportunity for children’s drinks with functional benefits. Drinks supporting eye health, gut health and ‘tooth friendly’ drinks warrant exploration, attracting significant consumer interest with little availability in the market currently Alice Baker
Beverage Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: Market context
          • Economic and other assumptions
            • Products covered in this Report
            • Executive Summary

                • Impact of COVID-19 on children’s drinking habits
                  • Figure 1: Expected impact of COVID-19 on children’s drinking habits, short-, medium- and long-term, 23rd July 2020
                • The market
                  • Falling birth rates threaten category growth
                    • Figure 2: Trends in the age structure of the UK population, 2014-19 and 2019-24
                  • No improvement in childhood obesity, many still missing the 5-a-day target
                    • War on sugar continues
                      • ‘Official’ movement against plastic continues
                        • Companies and brands
                          • Children’s launches are rare in the UK soft drinks market
                            • No added sugar, all natural and vegan claims rise in 2019
                              • Drinks brands offer support for parents during the lockdown
                                • The consumer
                                  • Fruit-based drinks lead on buying
                                    • Figure 3: Types of drinks bought for children, April 2020
                                  • No added sugar is the leading influence on parents’ buying choices
                                    • Figure 4: Factors influencing choice of drinks for children, April 2020
                                  • Environmentally-friendly packaging is important to many
                                    • NPD is key to tap interest in newness
                                      • Figure 5: Behaviours relating to children’s drinking habits, April 2020
                                    • Drinks with real fruit, ‘tooth friendly’ drinks and those supporting eye health attract strong interest
                                      • Figure 6: Appealing attributes for children’s drinks, April 2020
                                    • Moderation is key for many parents
                                      • Figure 7: Attitudes towards children’s drinking habits, April 2020
                                    • Few parents see any type of drink as environmentally-friendly
                                      • Less sweet drinks can be promoted as training children’s palates
                                        • Figure 8: Qualities associated with different types of drinks, April 2020
                                        • Figure 9: Further qualities associated with different types of drinks, April 2020
                                      • What we think
                                      • The Impact of COVID-19 on Children’s Drinking Habits

                                        • National lockdown disrupts children’s drinking habits
                                          • Recovery of lunchbox and on-the-go formats could be slow
                                            • Income squeeze to prompt trading down between and within categories
                                              • The consumer
                                                • Rise in interest in drinks with functional benefits expected in wake of pandemic
                                                  • Environmental considerations to reassume importance after the pandemic
                                                    • Recession triggered by COVID-19 expected to exacerbate the decline in the birth rate
                                                      • Companies and brands
                                                        • Large players are better placed to weather disruption from COVID-19
                                                          • Income squeeze to put further pressure on brand loyalty
                                                            • Many soft drinks brands look to social media to help keep kids entertained
                                                            • Issues and Insights

                                                              • Drinks with functional benefits are set to fly in the wake of the pandemic
                                                                • The facts
                                                                  • The implications
                                                                    • ‘Tooth friendly’ drinks offer multiple points of appeal
                                                                      • The facts
                                                                        • The implications
                                                                          • Regular flavour innovation can help brands to retain users even as incomes come under pressure
                                                                            • The facts
                                                                              • The implications
                                                                              • The Market – What You Need to Know

                                                                                • Falling birth rates threaten category growth
                                                                                  • No improvement in childhood obesity, many still missing the 5-a-day target
                                                                                    • War on sugar continues
                                                                                      • ‘Official’ movement against plastic continues
                                                                                      • Market Drivers

                                                                                        • COVID-19 outbreak has multiple implications for sales
                                                                                          • National lockdown eliminates the lunchbox occasion
                                                                                            • Lunchbox and other-on-the-go formats may take a while to bounce back
                                                                                              • Impulse buying is curbed
                                                                                                • Figure 10: Changes in shopping habits since the start of the COVID-19/coronavirus outbreak, 16-22 July 2020
                                                                                              • Growth in online retail expected to continue
                                                                                                • Recession could lead to trading down within the soft drinks category
                                                                                                  • Wide repertoires should hold up even as incomes come under pressure
                                                                                                    • At-home drinking occasions will remain important during income squeeze
                                                                                                      • Falling birth rates threaten category growth
                                                                                                        • Figure 11: Live births in England and Wales, 2014-18
                                                                                                      • Projected growth in teens presents both a challenge and an opportunity
                                                                                                        • Figure 12: Trends in the age structure of the UK population (0-14 year olds), 2014-19 and 2019-24
                                                                                                      • Almost three in 10 children are overweight or obese
                                                                                                        • Figure 13: Prevalence of being overweight or obese among children, by gender, 2018/19
                                                                                                      • Many children are still missing the 5-a day target
                                                                                                        • Figure 14: Proportion of children aged 5-15 eating five portions or more of fruit and vegetables a day, 2008-18*
                                                                                                      • Sugar levy drives 30% reduction in sugar from soft drinks
                                                                                                        • Health organisations call for ‘sugar tax’ to be extended to include milk-based drinks
                                                                                                          • 9pm watershed for unhealthy food and drink advertising mooted
                                                                                                            • Health experts warn that COVID-19 lockdown could have a slew of negative effects on children’s health
                                                                                                              • Consumer interest in drinks with functional benefits to rise in aftermath of pandemic
                                                                                                                • Figure 15: Those reporting that healthy eating had become a higher priority for them since the COVID-19 outbreak (surveyed 7-14 May 2020)
                                                                                                              • Parents’ heightened health-consciousness could see some drinks lose out
                                                                                                                • War on packaging waste continues
                                                                                                                  • Plastic packaging tax due in 2022
                                                                                                                    • Free water refill stations set to become more widespread
                                                                                                                      • Deposit return schemes trialled
                                                                                                                        • COVID-19’s overshadowing of environmental concerns likely to be only temporary
                                                                                                                        • Companies and Brands – What You Need to Know

                                                                                                                          • Children’s launches are rare in the UK soft drinks market
                                                                                                                            • No added sugar, all natural and vegan claims rise in 2019
                                                                                                                              • Drinks brands offer support for parents during the lockdown
                                                                                                                              • Launch Activity and Innovation

                                                                                                                                • Children’s launches are rare in the UK soft drinks market
                                                                                                                                  • Figure 16: Proportion of UK soft drinks^ launches making children (5-12) claims, 2016-20
                                                                                                                                • Juice drinks led on launches in 2019
                                                                                                                                  • Figure 17: UK children’s drinks^ launches, by top four sub-categories, 2016-20 (sorted by 2019)
                                                                                                                                • Robinsons releases rare winter flavour for Fruit Shoot
                                                                                                                                  • Figure 18: Robinsons Fruit Shoot releases seasonal flavour for winter 2019
                                                                                                                                • Twinings launches children’s version of its cold infusions range
                                                                                                                                  • Figure 19: Example of Twinings Kids Cold In’fuse range, 2019
                                                                                                                                • Smaller brands launch children’s teas
                                                                                                                                  • Figure 20: Examples of children’s fruit teas, 2018
                                                                                                                                • Modest rise in no added sugar claims in 2019
                                                                                                                                  • Figure 21: UK children’s drinks^ launches, by top 10 claims, 2016-20 (sorted by 2019)
                                                                                                                                • Low/reduced sugar claims are rare
                                                                                                                                  • Juice drinks/juice/smoothies lead on no added sugar launches
                                                                                                                                    • Pip Organic continues the added vegetable trend
                                                                                                                                      • Figure 22: Examples of smoothie launches with no added sugar claims, 2019
                                                                                                                                    • Dairy drinks lead on all natural product claims in 2019
                                                                                                                                      • Nesquik launches all natural milk modifier in recyclable paper packaging
                                                                                                                                        • Figure 23: Nesquik launches all natural variant, 2019
                                                                                                                                      • Environmentally-friendly packaging claims are widespread, but little real innovation
                                                                                                                                        • Figure 24: Honest Organic Kids Appley Ever After Fruit Juice Drink – From various angles
                                                                                                                                      • On-the-go claims feature on a third of launches in 2019
                                                                                                                                        • Petits Filous launches UK’s first yogurt drink with a sports cap
                                                                                                                                          • Figure 25: Petits Filous yogurt drink with sports cap, 2019
                                                                                                                                        • Vegan claims rise but remain niche
                                                                                                                                          • Asda launches soya milk drink for children in lunchbox format
                                                                                                                                            • Figure 26: Example of non-dairy milk drink for children, 2019
                                                                                                                                          • Yop redesigns packaging and looks to appeal to teenagers
                                                                                                                                          • Advertising and Marketing Activity

                                                                                                                                              • Drinks brands offer support for parents during the lockdown
                                                                                                                                                • Robinsons offers daily craft projects
                                                                                                                                                  • Figure 27: Facebook post from Robinsons promoting its ‘Craft o’clock’ campaign, 2020
                                                                                                                                                • Pip Organic targets the home-schooling occasion …
                                                                                                                                                  • … and aligns with the ‘show support for NHS workers’ ethos
                                                                                                                                                    • Figure 28: Facebook post from Pip Organic promoting its rainbow pictures competition, 2020
                                                                                                                                                  • Yakult teams up with British Science Association on children’s science activity packs
                                                                                                                                                    • Other Selected Campaigns
                                                                                                                                                      • Petits Filous highlights the no-spill qualities of its sports cap variant
                                                                                                                                                        • Figure 29: Instagram post by The Luna Cinema promoting its link-up with Petits Filous, 2019
                                                                                                                                                      • Yazoo portrays its no added sugar milk drinks as a permissible treat
                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                        • Fruit-based drinks lead on buying
                                                                                                                                                          • No added sugar is the leading influence on parents’ buying choices
                                                                                                                                                            • Environmentally-friendly packaging is important to many
                                                                                                                                                              • NPD is key to tap interest in newness
                                                                                                                                                                • Drinks with real fruit, ‘tooth friendly’ drinks and those supporting eye health attract strong interest
                                                                                                                                                                  • Moderation is key for many parents
                                                                                                                                                                    • Few people see any type of drink as environmentally friendly
                                                                                                                                                                      • Less sweet drinks can be promoted as training children’s palates
                                                                                                                                                                      • Types of Drinks Bought for Children

                                                                                                                                                                        • Child population is crucial for the soft drinks category
                                                                                                                                                                          • Figure 30: Types of drinks bought for children, April 2020
                                                                                                                                                                        • Cordial/squash is the drink type most widely bought for children
                                                                                                                                                                          • Cordial/squash buying declines as children grow older
                                                                                                                                                                            • Fruit juice retains its health halo
                                                                                                                                                                              • Fruit juice could lose out to juice drinks amid income squeeze
                                                                                                                                                                                • Seven in 10 parents buy three or more types of drinks
                                                                                                                                                                                  • Figure 31: Repertoire of types of drinks bought for children, April 2020
                                                                                                                                                                                • People with tight finances have wider repertoires
                                                                                                                                                                                • Factors Influencing Choice of Drinks for Children

                                                                                                                                                                                  • No added sugar is the leading influence on parents’ buying choices
                                                                                                                                                                                    • Figure 32: Factors influencing choice of drinks for children, April 2020
                                                                                                                                                                                  • No artificial ingredients claims sway a third
                                                                                                                                                                                    • CSDs should focus on natural credentials
                                                                                                                                                                                      • Figure 33: International examples of children’s CSDs highlighting their natural ingredients, 2019-20
                                                                                                                                                                                    • A quarter of parents are influenced by low price
                                                                                                                                                                                      • Brand loyalty is low
                                                                                                                                                                                      • Behaviours Relating to Children’s Drinks

                                                                                                                                                                                        • Eight in 10 parents avoid drinks with caffeine
                                                                                                                                                                                          • Figure 34: Behaviours relating to children’s drinking habits, April 2020
                                                                                                                                                                                        • Supplement caffeine-free with low/reduced sugar and no artificial ingredients claims
                                                                                                                                                                                          • Caffeine-free is a growing trend in adult sports/energy drinks
                                                                                                                                                                                            • Figure 35: Example of caffeine-free energy drink with additional health claims, 2019
                                                                                                                                                                                          • Companies should leverage certain vitamins’ authorised energy-related health claims
                                                                                                                                                                                            • Figure 36: International examples children’s drinks with a functional claim relating to energy, 2019
                                                                                                                                                                                          • Environmentally-friendly packaging is important to many
                                                                                                                                                                                            • Regular innovation is essential to keep consumers engaged
                                                                                                                                                                                              • Seasonal flavours warrant further attention
                                                                                                                                                                                                • Figure 37: International example of a children’s drink with a seasonal flavour
                                                                                                                                                                                              • Scope for expansion in drinks that support digestive health
                                                                                                                                                                                                • Figure 38: Examples of children’s kefir products, 2019
                                                                                                                                                                                            • Appealing Attributes for Children’s Drinks

                                                                                                                                                                                              • Drinks with real fruit appeal to 65% of parents
                                                                                                                                                                                                • Figure 39: Appealing attributes for children’s drinks, April 2020
                                                                                                                                                                                              • Emphasise fruits’ provenance to reassure consumers on drinks’ naturalness and quality
                                                                                                                                                                                                • Figure 40: International examples of CSDs with an emphasis on fruit quality and provenance, 2019-20
                                                                                                                                                                                              • Juice drinks/smoothies with high fruit content should spell out the quantity used
                                                                                                                                                                                                • Figure 41: Example of a kids’ smoothie spelling out on-pack the number of fruits used
                                                                                                                                                                                              • Flavoured waters infused with real fruits appear in the wider soft drinks market
                                                                                                                                                                                                • Figure 42: Examples of flavoured waters infused with real fruits, 2019/20
                                                                                                                                                                                              • Innovation in tooth friendly drinks would be timely
                                                                                                                                                                                                • Dairy drinks could emphasise calcium’s dental health benefits more strongly on-pack
                                                                                                                                                                                                  • Figure 43: Examples of drinking yogurts referencing calcium’s dental health claims on-pack
                                                                                                                                                                                                • Offer white milk in a lunchbox format
                                                                                                                                                                                                  • Figure 44: Example of white milk in a lunchbox format
                                                                                                                                                                                                • Untapped opportunity for drinks that support eye health
                                                                                                                                                                                                  • Leverage certain nutrients’ EFSA-approved eye health claims
                                                                                                                                                                                                    • Figure 45: International examples of drinks making eye health claims, 2019-20
                                                                                                                                                                                                • Attitudes towards Children’s Drinking Habits

                                                                                                                                                                                                  • Parents’ expectations on health puts the onus on manufacturers
                                                                                                                                                                                                    • Figure 46: Attitudes towards children’s drinking habits, April 2020
                                                                                                                                                                                                  • Nearly eight in 10 parents limit their children’s consumption of certain drinks
                                                                                                                                                                                                    • Scope for expansion in children’s bottled waters
                                                                                                                                                                                                      • Moderation is key for many parents
                                                                                                                                                                                                        • Opportunities for premium soft drinks brands to extend into children’s drinks
                                                                                                                                                                                                          • Promote milk drinks as a permissible treat
                                                                                                                                                                                                          • Qualities Associated with Different Types of Drinks

                                                                                                                                                                                                            • Few people see any type of drink as environmentally-friendly
                                                                                                                                                                                                              • Figure 47: Qualities associated with different types of drinks, April 2020
                                                                                                                                                                                                              • Figure 48: Further qualities associated with different types of drinks, April 2020
                                                                                                                                                                                                            • Cordial/squash makers could push more of an environmental angle
                                                                                                                                                                                                              • Supplement recycling claims with other environmental claims to build ethical image
                                                                                                                                                                                                                • Figure 49: International examples of children’s drinks with recycling and other environmental claims
                                                                                                                                                                                                              • Less sweet drinks can be promoted as training children’s palates
                                                                                                                                                                                                                • Effects of income squeeze on sales should be fairly limited
                                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                                      • Consumer research methodology

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