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Soft Drinks - Ireland - November 2018

“The summer of 2018 helped to drive sales value forward, but increasingly consumers are wary of the environmental impact of plastic – and unless soft drinks companies can introduce more environmentally-friendly packaging and policies, they could see sales suffer”

- Brian O’Connor, Senior Consumer Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Bottled water
          • Fruit juices, fruit drinks and smoothies
            • Cordials and squashes
              • Carbonated drinks
              • Executive Summary

                  • The market
                    • Figure 1: Estimated value sales for all soft drinks, by sector, IoI, 2018
                  • Forecast
                    • Figure 2: Indexed estimated value sales for all soft drinks, by on-trade and off-trade, IoI, 2013-23
                  • Market factors
                    • Majority say the sugar levy hasn’t affected buying habits, but young consumers are switching
                      • Figure 3: Consumer response to the question ‘April 2018 saw a levy applied to some fizzy drinks with high levels of sugar. Since then, how has it affected you when buying soft drinks?’, NI and RoI, September 2018
                    • Consumer prices increase in NI and RoI
                      • NI consumers not hopeful for their financial future
                        • Summer 2018 among record-breaking years
                          • Companies and innovations
                            • The consumer
                              • Water remains most used soft drink
                                • Figure 4: Types of non-carbonated drinks that consumers have drunk in the last month, NI and RoI, September 2018
                              • NI and RoI consumers differ over cola preferences
                                • Figure 5: Types of carbonated drinks that consumers have drunk in the last month, NI and RoI, September 2018
                              • Half using tap water more in 2018
                                • Figure 6: Consumer soft drink behaviours, NI and RoI, September 2018
                              • Biodegradable and eco packaging a key desire for Irish soft drink users
                                • Figure 7: Agreement with statements relating to soft drinks, NI and RoI, September 2018
                            • The Market – What You Need to Know

                              • Soft drinks sales grow 3.2% on the back of levy and heatwave
                                • Six in 10 claim to be unaffected by sugar tax
                                  • Consumer soft drink prices increase
                                    • Big decline in NI sentiment
                                      • Record summer sun helps boost sales
                                      • Market Size and Forecast

                                          • Total soft drinks sales value improve in 2018
                                            • Figure 8: Estimated value sales for all soft drinks, IoI, NI and RoI, 2013-23
                                          • Summer 2018 & World Cup helping to drive on-trade sales
                                            • Figure 9: Estimated value sales for all on-trade soft drinks, IoI, NI and RoI, 2013-23
                                          • Off-trade sees 4% growth
                                            • Figure 10: Estimated value sales for all off-trade soft drinks, IoI, NI and RoI, 2013-23
                                        • Market Segmentation

                                            • Sugar levy and hot summer help boost 2018 performance of carbonated drinks
                                              • Figure 11: Total value sales of carbonated drinks market, IoI, NI and RoI, 2013-23
                                              • Figure 12: On-trade vs. off-trade value sales of carbonated drinks, NI and RoI, 2013-18
                                            • Juice & smoothies value grows in 2018 despite sugar concerns
                                              • Figure 13: Total value sales of juice drinks market, IoI, NI and RoI, 2013-23
                                            • Scrutiny over sugar helping to boost water usage
                                              • Figure 14: Estimated value sales of non-carbonated bottled water sector, IoI, NI and RoI, 2013-23
                                            • Concentrates continue to see poor performance
                                              • Figure 15: Estimated value sales of concentrate sector (including cordials and squash), IoI, NI and RoI, 2013-23
                                            • Sports and energy category sees continued growth
                                              • Figure 16: Estimated value sales of sports and energy drinks, IoI, NI and RoI, 2013-23
                                          • Market Drivers

                                            • Sugar levy introduced in 2018, but may not have had the desired impact
                                              • Figure 17: Consumer response to the question ‘April 2018 saw a levy applied to some fizzy drinks with high levels of sugar. Since then, how has it affected you when buying soft drinks?’, NI and RoI, September 2018
                                              • Figure 18: Consumers who claim the sugar levy has not changed their carbonated drink buying habits, by age group, NI and RoI, September 2018
                                            • But it is having an impact on younger soft drink users
                                              • Figure 19: Consumers who claim the sugar levy has seen them cut back on sugary carbonated drinks, by age group, NI and RoI, September 2018
                                            • Sugar remains a key concern for consumers in 2018
                                              • Figure 20: Selected ingredients in food and drink products consumers are concerned about, NI and RoI, June 2017 and June 2018
                                            • 2018 sees increase in consumer prices for soft drinks and waters for RoI
                                              • Figure 21: Consumer price indices for minerals/ spring water, soft drinks and fruit & vegetable juices, RoI, September 2013-18
                                            • NI/UK sees huge price spike upon introduction of levy
                                              • Figure 22: Consumer price indices for soft drinks, NI/UK, January 2015-September 2018
                                            • NI consumer sentiment loses its fizz over June-September 2018
                                              • Figure 23: How consumers expect their personal financial situation to change in the next 12 months, NI, April 2017-September 2018
                                            • RoI sentiment more stable
                                              • Figure 24: How consumers expect their personal financial situation to change in the next 12 months, RoI, April 2017-september 2018
                                            • Hottest Irish summer in over 20 years helps to drive soft drinks sales
                                            • Companies and Brands – What You Need to Know

                                              • New launches of Cola-flavoured carbonated soft drinks slowing dramatically in 2018
                                                • PepsiCo and Danone investing in the future with acquisitions which bring soft drinks further into the home
                                                  • Coca-Cola set to close factory in Co. Kildare resulting in 82 job losses
                                                    • Concerns about plastic waste drive claims, with brands beginning to act
                                                    • Who’s Innovating?

                                                      • Juice leading new product development but carbonated soft drinks making a comeback
                                                        • Figure 25: New product development in soft drinks market, by sub-category, UK and RoI, 2014-18
                                                      • Ethical packaging claims dominate but the fastest growing is vegan/no animal ingredients
                                                        • Figure 26: Claims analysis of new products launched in soft drinks market, UK and RoI, 2014-18
                                                      • Botanical flavours could help explain the renewed growth in carbonated soft drinks
                                                        • Figure 27: New product development in carbonated soft drinks market, UK and RoI, 2014-18
                                                      • Flavoured water appears with expected flavours but excels in functionality
                                                        • Figure 28: Flavour analysis of flavoured water products launched, UK and RoI, 2014-18
                                                    • Company Profiles

                                                        • AG Barr
                                                          • Key Facts
                                                            • Product Portfolio
                                                              • Figure 29: AG Barr carbonated, still, water and fruit juice-based soft drinks products, 2018
                                                            • Brand NPD
                                                              • Recent Developments
                                                                • Britvic Ireland
                                                                  • Key Facts
                                                                    • Product Portfolio
                                                                      • Figure 30: Britvic Ireland full product portfolio including carbonated, still, water, fruit-juice based and cordial drinks, 2018
                                                                    • Brand NPD
                                                                      • Recent Developments
                                                                        • Coca-Cola
                                                                          • Key Facts
                                                                            • Product Portfolio
                                                                              • Figure 31: Coca-Cola Ireland full product portfolio of carbonated, still, fruit-juice based and mixer drinks, 2018
                                                                            • Brand NPD
                                                                              • Recent Developments
                                                                                • Danone
                                                                                  • Key Facts
                                                                                    • Product Portfolio
                                                                                      • Brand NPD
                                                                                        • Recent Developments
                                                                                          • Del Monte
                                                                                            • Key Facts
                                                                                              • Product Portfolio
                                                                                                • Lucozade Ribena Suntory
                                                                                                  • Key Facts
                                                                                                    • Product Portfolio
                                                                                                      • Figure 32: Lucozade Ribena Suntory product portfolio including carbonated, still, fruit-juice based, and cordial drinks, 2018
                                                                                                    • Brand NPD
                                                                                                      • Recent Developments
                                                                                                        • PepsiCo
                                                                                                          • Key Facts
                                                                                                            • Product Portfolio
                                                                                                              • Figure 33: PepsiCo Ireland full soft drinks product portfolio including carbonated, still and fruit juice drinks, 2018
                                                                                                            • Brand NPD
                                                                                                              • Recent Developments
                                                                                                                • Princes Group Ltd.
                                                                                                                  • Key Facts
                                                                                                                    • Product Portfolio
                                                                                                                      • Figure 34: Princes Group Ltd, soft drinks portfolio including pure and blended fruit juice, fruit-juice based drinks, cordials and water, 2018
                                                                                                                    • Recent Developments
                                                                                                                      • SHS Group
                                                                                                                        • Key Facts
                                                                                                                          • Product Portfolio
                                                                                                                            • Figure 35: SHS Group soft drink portfolio including cordials, presses, sparkling drinks, tonics, mixers, concentrates and water, 2018
                                                                                                                          • Brand NPD
                                                                                                                            • Recent Developments
                                                                                                                              • Red Bull
                                                                                                                                • Key Facts
                                                                                                                                  • Product Portfolio
                                                                                                                                    • Figure 36: Red Bull soft drinks portfolio including energy drinks, sugar-free drinks, editions and organics, 2018
                                                                                                                                  • Brand NPD
                                                                                                                                    • Recent Developments
                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                      • Water remains most-used soft drink
                                                                                                                                        • NI and RoI consumers differ over cola preferences
                                                                                                                                          • Tap water usage increasing in 2018
                                                                                                                                            • Eco-friendly packaging a key issue for Irish consumers
                                                                                                                                            • Usage of Non-carbonated Beverages

                                                                                                                                                • RoI consumers stronger water users
                                                                                                                                                  • Figure 37: Types of non-carbonated drinks that consumers have drunk in the last month, NI and RoI, September 2018
                                                                                                                                                • Women key users of bottled water, but need for more environmentally-friendly bottles
                                                                                                                                                  • Figure 38: Consumers who have drunk bottled water in the last month, by gender, NI and RoI, September 2017
                                                                                                                                                • RoI consumers stronger users of juices and smoothies
                                                                                                                                                  • Figure 39: Usage of selected non-carbonated juice drinks in the last month, NI and RoI, September 2018
                                                                                                                                                  • Figure 40: Amount of effort consumers put into staying healthy, NI and RoI, June 2018
                                                                                                                                                • 25-34-year-olds strongest users of concentrates
                                                                                                                                                  • Figure 41: Usage of selected non-carbonated concentrate drinks in the last month, NI and RoI, September 2017 and September 2018
                                                                                                                                                  • Figure 42: Consumers who have used squashes and cordials in the last month, by age group, NI and RoI, September 2018
                                                                                                                                                  • Figure 43: Consumers who have used squashes in the last month, by presence of children in household, NI and RoI, September 2018
                                                                                                                                              • Usage of Carbonated Beverages

                                                                                                                                                  • NI consumers embracing diet cola more than RoI consumers
                                                                                                                                                    • Figure 44: Types of carbonated drinks that consumers have drunk in the last month, NI and RoI, September 2018
                                                                                                                                                  • Diet colas remain more popular among Irish women in 2018
                                                                                                                                                    • Figure 45: Consumers who have drunk diet colas in the last month, by gender, NI and RoI, September 2018
                                                                                                                                                    • Figure 46: Selected ingredients in food and drink products consumers are concerned about, by gender, NI and RoI, June 2018
                                                                                                                                                  • RoI consumers more likely to opt for standard colas than NI consumers
                                                                                                                                                    • Figure 47: Consumers who have drunk standard colas in the last month, by presence and age of children in household, NI and RoI, September 2018
                                                                                                                                                  • Gin craze helping to boost usage of carbonated waters
                                                                                                                                                    • Figure 48: Consumers who have drunk carbonated waters in the last month, by socio-economic group, NI and RoI, September 2018
                                                                                                                                                    • Figure 49: Types of gin spirits drunk in the last six months, by method of consumption, NI and RoI, October 2017
                                                                                                                                                • Soft Drink Behaviours

                                                                                                                                                    • Half of consumers using more tap water in 2018
                                                                                                                                                      • Figure 50: Consumer soft drink behaviours, NI and RoI, September 2018
                                                                                                                                                    • Younger consumers drinking more tap water
                                                                                                                                                      • Figure 51: Agreement with the statement ‘I am drinking more tap water compared to 12 months ago’, by age group, NI and RoI, September 2018
                                                                                                                                                    • Avoiding sugar remains a priority in 2018
                                                                                                                                                      • Figure 52: Agreement with the statement ‘I am more likely to avoid sugary carbonated drinks compared to 12 months ago’, by work status, NI and RoI, September 2018
                                                                                                                                                    • Smaller servings of full-sugar drinks appeal more to RoI consumers
                                                                                                                                                      • Figure 53: Agreement with the statement ‘I would rather drink smaller servings of fizzy drinks than switch to a diet/low sugar version ‘, by gender, NI and RoI, September 2018
                                                                                                                                                  • Attitudes Towards Soft Drinks

                                                                                                                                                      • Huge demand for more environmentally-friendly practices
                                                                                                                                                        • Figure 54: Agreement with statements relating to soft drinks, NI and RoI, September 2018
                                                                                                                                                      • Biodegradable packaging a must across all demographics
                                                                                                                                                        • Figure 55: New product launches in the soft drinks category claiming to have environmentally-friendly packaging, UK and Ireland, 2014-18
                                                                                                                                                      • Bottle return scheme strikes a chord with mature consumers
                                                                                                                                                        • Figure 56: Agreement with the statement ‘I would like to see a money-back bottle return scheme of soft drink bottles introduced to help reduce packaging waste’, NI and RoI, September 2017 and September 2018
                                                                                                                                                        • Figure 57: Agreement with the statement ‘I would like to see a money-back bottle return scheme of soft drink bottles introduced to help reduce packaging waste’, NI and RoI, September 2017 and September 2018
                                                                                                                                                      • Sugar reduction a higher priority for those aged 55+
                                                                                                                                                        • Figure 58: Agreement with the statement ‘Manufacturers should do more to reduce the sugar in soft drinks’, by age NI and RoI, September 2017 and September 2018
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                      • Consumer research
                                                                                                                                                        • Data sources
                                                                                                                                                          • Market size rationale
                                                                                                                                                            • Abbreviations
                                                                                                                                                            • Appendix – The Market

                                                                                                                                                              • Market segmentation tables
                                                                                                                                                                • Bottled water
                                                                                                                                                                  • Figure 59: Estimated value of bottled water sector, on-trade, IoI, NI and RoI, 2013-23
                                                                                                                                                                  • Figure 60: Estimated value of bottled water sector, off-trade, IoI, NI and RoI, 2013-23
                                                                                                                                                                • Juice
                                                                                                                                                                  • Figure 61: Estimated value of juice sector, on-trade, IoI, NI and RoI, 2013-23
                                                                                                                                                                  • Figure 62: Estimated value of juice sector, off-trade, IoI, NI and RoI, 2013-23
                                                                                                                                                                • Concentrate
                                                                                                                                                                  • Figure 63: Estimated value of concentrate sector (inc cordials and squash), on-trade, IoI, NI and RoI, 2013-23
                                                                                                                                                                  • Figure 64: Estimated value of concentrate sector (inc cordials and squash), off-trade, IoI, NI and RoI, 2013-23
                                                                                                                                                                • Carbonated beverages
                                                                                                                                                                  • Figure 65: Value sales of carbonated drinks market – on-trade, IoI, NI and RoI, 2013-23
                                                                                                                                                                  • Figure 66: Value sales of carbonated drinks market – off-trade, IoI, NI and RoI, 2013-23
                                                                                                                                                                • Energy drinks
                                                                                                                                                                  • Figure 67: Estimated value sales of sports and energy drinks, IoI, NI and RoI, 2013-23

                                                                                                                                                              Soft Drinks - Ireland - November 2018

                                                                                                                                                              US $1,400.83 (Excl.Tax)