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UK Attitudes towards Premium Soft Drinks Inc Impact of COVID-19 Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards Premium Soft Drinks Inc Impact of COVID-19 market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

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

The COVID-19 outbreak has brought on-premise sales of premium soft drinks to a halt. With the economy and consumer incomes expected to be hit in 2020, with cautious spending, premium products will be in the line of fire. Taste is the top priority for consumers when it comes to buying premium soft drinks, and a key driver that marks a premium variant. A spotlight on the flavour profile can help brands set themselves apart in this space, while adventurous flavours, botanicals and spices all spark minority interest.

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Expert analysis from a specialist in the field

Written by Angharad Goode, 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.

Giving consumers more for their money will be vital, especially through the tough financial times many households face due to the COVID-19 outbreak. Proving and promoting health credentials will be crucial for brands in order to remain relevant to consumers’ shifting tastes. Added value through functional benefits could be a lucrative move Angharad Goode
Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key Issues Covered in this Report
        • Products covered in this Report
        • The Impact of COVID-19 on Premium Soft Drinks

          • Short, medium and long-term impact on the industry
            • Figure 1: Expected impact of COVID-19 on premium soft drinks, short, medium and long-term, 29 April 2020
          • Opportunities and Threats
            • Lockdown stops on-premise sales
              • Economic downturn will put premium products in the line of fire
                • Keener focus on health will endure, creating opportunities and challenges
                  • Impact on the premium soft drinks market
                    • COVID-19 prompts closure of foodservice and on-trade venues
                      • …and fuels a surge in online demand
                        • Figure 2: Stocking up on groceries/other supplies as a result of the COVID-19/coronavirus outbreak, 28 February 2020-16 April 2020
                      • Smaller drinks makers are most exposed to cashflow issues
                        • Shifts in consumer behaviour
                          • COVID-19 puts spotlight on health
                            • Figure 3: Change in priorities regarding eating healthily since the start of the COVID-19/coronavirus outbreak, by age, 16th-23rd April 2020
                          • Impact on key consumer segments
                            • 16-34s core users are heavily exposed to economic downturn
                              • How a COVID-19 recession will reshape the market
                                • COVID-19 will see household incomes come under pressure
                                  • Figure 4: Frequency of drinking premium soft drinks at home, by financial situation, January 2020
                                • Focus on price will grow
                                  • Impact on the marketing mix
                                    • Health warrants attention in marketing and NPD
                                      • Retail channel will remain crucial, ‘weekly shop’ warrants attention
                                        • COVID-19: Market context
                                        • Executive Summary

                                            • Impact of COVID-19 on Premium Soft Drinks
                                              • Figure 5: Expected impact of COVID-19 on premium soft drinks, short, medium and long-term, 29 April 2020
                                            • COVID-19 prompts closure of foodservice and on-trade venues
                                              • Household incomes will come under pressure due to COVID-19
                                                • Figure 6: Frequency of drinking premium soft drinks at home, by financial situation, January 2020
                                              • Moderation and spotlight on health elevated by COVID-19
                                                • Aging population a challenge for the market
                                                  • Companies and brands
                                                    • Mixers amp up tailoring
                                                      • Premium soft drinks continue to explore healthier variants
                                                        • Robinsons Fruit Creations range for adults enjoys ad support
                                                          • The consumer
                                                            • Ingredient quality seen as the top defining factor for premium soft drinks
                                                              • Figure 7: Factors that define a premium soft drink, January 2020
                                                            • Younger consumers drink premium soft drinks more
                                                              • Figure 8: Usage of premium soft drinks, by age and household income, January 2020
                                                            • Opportunity to partner with alcoholic drink brands
                                                              • Figure 9: Usage premium soft drinks, January 2020
                                                            • Two thirds prefer less-sweet options
                                                              • Figure 10: Attitudes towards premium soft drinks, January 2020
                                                            • Functional benefits attract interest
                                                              • Figure 11: Product concepts of interest in premium soft drinks, January 2020
                                                            • Taste is the priority
                                                              • Figure 12: Purchase drivers for premium soft drinks, January 2020
                                                            • What we think
                                                            • Issues and Insights

                                                              • Healthier variants would chime widely
                                                                • The facts
                                                                  • The implications
                                                                    • Less-sweet variants are an untapped opportunity for premium soft drinks
                                                                      • The facts
                                                                        • The implications
                                                                          • On-trade lags on premium soft drinks consumption
                                                                            • The facts
                                                                              • The implications
                                                                              • The Market – What You Need to Know

                                                                                • COVID-19 prompts closure of foodservice and on-trade venues
                                                                                  • COVID-19 will see household incomes come under pressure
                                                                                    • Moderation in alcohol consumption present opportunity for market
                                                                                      • COVID-19 puts spotlight on health
                                                                                        • Aging population a challenge for the market
                                                                                        • Market Drivers

                                                                                          • Moderation in alcohol consumption presents opportunity for soft drinks
                                                                                            • Aging population poses a challenge for the market
                                                                                              • Figure 13: Trends in the age structure of the UK population, 2014-19 and 2019-24
                                                                                            • Rising real incomes had supported the market
                                                                                              • Figure 14: CPI vs average weekly earnings, 2016-19
                                                                                          • Companies and Brands – What You Need to Know

                                                                                            • Mixers ramp up tailoring
                                                                                              • Premium soft drinks continue to explore healthier variants
                                                                                                • Robinsons targets adults with Fruit Creations range
                                                                                                  • Coca-Cola seeks new mixologists for Signature Mixers
                                                                                                  • Launch Activity and Innovation

                                                                                                    • Mixers continue to move beyond tonic water to target dark spirits
                                                                                                      • Coca-Cola enters premium mixers space…
                                                                                                        • Figure 15: Coca-Cola Signature Mixers range, 2019
                                                                                                      • …while Fever-Tree expands ginger ale range
                                                                                                        • Figure 16: Examples of Fever-Tree mixers aimed at dark spirits, 2019
                                                                                                      • Sekforde offers tailored mixers
                                                                                                        • Figure 17: Examples of Sekforde mixers, 2019-20
                                                                                                      • Funkin explores unusual mixers packaging
                                                                                                        • Figure 18: Range of Funkin mixers, 2019
                                                                                                      • Aldi joins premium private label mixers
                                                                                                        • Figure 19: Range of Ridge Valley premium tonic waters, 2019
                                                                                                      • Premium soft drinks continue to explore healthier variants
                                                                                                        • Bottlegreen launches Light Infusions range
                                                                                                          • Figure 20: Example of the Bottlegreen Light Infusions range, 2019
                                                                                                        • Fentimans releases Light range
                                                                                                        • Advertising and Marketing Activity

                                                                                                          • Robinsons targets adults with Fruit Creations range
                                                                                                            • Figure 21: Total above-the line, online display and direct mail advertising expenditure on selected premium soft drinks brands, 2019
                                                                                                          • Coca-Cola seeks new mixologists for Signature Mixers
                                                                                                            • Schweppes goes on a flavour tour
                                                                                                              • Bottlegreen associates with summer music
                                                                                                                • Nielsen Ad Intel coverage
                                                                                                                • The Consumer – What You Need to Know

                                                                                                                  • Ingredient quality seen as the top defining factor for premium soft drinks
                                                                                                                    • Younger consumers drink premium soft drinks more
                                                                                                                      • Opportunity to partner with alcoholic drink brands
                                                                                                                        • Two thirds prefer less-sweet options
                                                                                                                          • Taste is the priority
                                                                                                                            • Functional benefits and botanicals attract interest
                                                                                                                            • Defining Premium Soft Drinks

                                                                                                                              • Ingredient quality seen as the top defining factor for premium soft drinks
                                                                                                                                • Figure 22: Factors that define a premium soft drink, January 2020
                                                                                                                                • Figure 23: Examples of products highlighting specific origin of ingredients, 2019
                                                                                                                              • Authenticity drives premium perception
                                                                                                                                • A third associate a clear difference in taste with premium soft drinks
                                                                                                                                  • Scope to explore adventurous flavours…
                                                                                                                                    • …as well as spices
                                                                                                                                      • Figure 24: Morrison’s The Best Black cherry & cinnamon sparkling pressé and Franklin’s Exotic Pineapple & Aromatic Cardamon with Cracked Cubeb Pepper Infused Soda, 2018
                                                                                                                                  • Frequency of Drinking Premium Soft Drinks

                                                                                                                                    • Younger consumers drink premium soft drinks more frequently
                                                                                                                                      • Figure 25: Usage of premium soft drinks, by age and household income, January 2020
                                                                                                                                      • Figure 26: Examples of alcohol-free alternative drinks, 2019
                                                                                                                                    • Premium soft drinks enjoy more frequent uptake in off-trade
                                                                                                                                      • Figure 27: Frequency of drinking premium soft drinks, January 2020
                                                                                                                                    • On-trade lags on premium soft drinks consumption
                                                                                                                                      • Food pairings appeal widely
                                                                                                                                        • Visibility remains key to driving purchase
                                                                                                                                        • Usage of Premium Soft Drinks On Their Own and With Alcoholic Drinks

                                                                                                                                          • Opportunity to partner with alcoholic drink brands
                                                                                                                                            • Figure 28: Usage premium soft drinks, January 2020
                                                                                                                                          • Recipe inspiration can tap interest in pairing
                                                                                                                                            • Figure 29: Jeffrey's Original recipe tonic syrup with cassia, nutmeg & allspice, 2020
                                                                                                                                          • Use of premium soft drink in alcohol-free mixology is still niche
                                                                                                                                            • Figure 30: Examples of Alcohol-free spirits, 2018-19
                                                                                                                                        • Attitudes towards Premium Soft Drinks

                                                                                                                                          • Two thirds prefer less-sweet options
                                                                                                                                            • Figure 31: Attitudes towards premium soft drinks, January 2020
                                                                                                                                            • Figure 32: Example of products featuring spice flavours, 2018-19
                                                                                                                                          • Over half of premium soft drink users would be reassured by awards
                                                                                                                                          • Interest in Premium Soft Drinks Concepts

                                                                                                                                            • Functional benefits attract interest
                                                                                                                                              • Focus could be on physical benefits…
                                                                                                                                                • Figure 33: Product concepts of interest in premium soft drinks, January 2020
                                                                                                                                                • Figure 34: Examples of soft drinks with digestive functional claims, 2019
                                                                                                                                              • … or emotional wellbeing
                                                                                                                                                • Figure 35: Examples of products with functional claims in soft drinks, 2019-20 year
                                                                                                                                              • Older consumers focus on health benefits
                                                                                                                                                • Brain and heart health hold strong appeal among over-55s
                                                                                                                                                  • Figure 36: 4Move Active Vitamin drink with brain and nervous system functional claim, 2020
                                                                                                                                                • Interest in botanicals
                                                                                                                                                • Purchase Drivers for Premium Soft Drinks

                                                                                                                                                  • Taste is the priority
                                                                                                                                                    • Figure 37: Purchase drivers for premium soft drinks, January 2020
                                                                                                                                                  • Over half of buyers are cost conscious
                                                                                                                                                    • Healthiness is a key purchase driver for two in five
                                                                                                                                                      • Figure 38: Examples of soft drinks with ‘healthy’ claims, 2019-20
                                                                                                                                                    • 1 in 5 concerned about eco credentials
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Abbreviations
                                                                                                                                                          • Consumer research methodology

                                                                                                                                                          About the report

                                                                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                          • The Consumer

                                                                                                                                                            What They Want. Why They Want It.

                                                                                                                                                          • The Competitors

                                                                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                                                                          • The Market

                                                                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                          • The Innovations

                                                                                                                                                            New Ideas. New Products. New Potential.

                                                                                                                                                          • The Opportunities

                                                                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                                                                          • The Trends

                                                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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