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UK Cordials and Squashes market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Cordials and Squashes market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Alyson Parkes, 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.

With some consumers showing concerns about both sugar and artificial sweeteners, the category faces a challenge in staying on the menu. Meanwhile, declining alcohol consumption presents an opportunity for cordials and squashes to reach a new audience. However, the category’s current commodity status and strong family appeal may impede this. Alyson Parkes
Research Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Products covered in this Report

For the purposes of this Report, Mintel has used the following definitions:

  • A standard squash is typically a drink requiring dilution in the ratio one part concentrate to four parts water, whereas a double-concentrate dilutes in a one-to-eight ratio.
  • Cordials tend to have a thicker consistency than squashes and require more water to dilute, typically with a ratio of one to 10. They tend to contain no preservatives, and often require chilled storage once opened. Brands include Bottlegreen and Belvoir.

However, the Report analyses squashes/cordials together, across the UK market, which is divided into two main channels:

  • Take-home includes sales through all supermarkets/shops where the cordial/squash is bought concentrated and has to be diluted to taste off-premise.
  • On-premise refers to when squash/cordial is bought diluted ready to drink at pubs, bars and restaurants/cafés.

Value figures are at RSP (Retail Sale Price) and therefore include VAT.

Pressés and juice drinks which are defined as ready to drink (RTD), including ones that carry the same brand names as cordials and squashes, eg Ribena, are excluded from the market size.

Data on volume sales is no longer featured in the Report. The data sources that Mintel uses to create the market size take different approaches as to whether volume sales are quoted diluted or as sold. As a result, it is impossible to build a meaningful market size as measured in volume terms.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Sales of cordials and squashes have continued to fall
              • Figure 1: Forecast of UK value sales of cordials and squashes, 2011-21
            • On-premise sales of cordials and squashes slide
              • Value sales are expected to recover
                • Sugar is a key driver for change in the category
                  • Reduced alcohol consumption could be an opportunity for cordials and squashes
                    • Companies and brands
                      • Robinsons and own-labels dominate the category
                        • Figure 2: Share of retail value sales of top-selling cordial and squash brands, 2014/15-2016/17
                      • Drop in launch activity in 2016
                        • Companies look to peg drinks to occasions
                          • Half of 2016 product launches carried an L/N/R sugar claim
                            • 2016 saw sharp drop in adspend
                              • Vimto Remix shifts TV advertising budget to online
                                • The consumer
                                  • Four fifths of people drink cordials/squash
                                    • No-added-sugar variants most commonly drunk
                                      • Figure 3: Usage of cordials and squashes, by type, by frequency, February 2017
                                    • Usage throughout the day is the key occasion for cordials and squash
                                      • Few buyers choose cordials or squashes for formal occasions
                                        • Figure 4: Usage of cordials and/or squashes, by occasions, February 2017
                                      • Sugar is the biggest barrier to usage
                                        • Over a quarter simply don’t think to drink squash and cordials
                                          • Figure 5: Barriers to usage of squashes and/or cordials, February 2017
                                        • Hydration can underpin squash and cordial consumption
                                          • Mothers want more cordials and squashes in restaurants and cafés
                                            • Figure 6: Attitudes related to cordials and squashes, February 2017
                                          • Few people see cordials and squashes as natural
                                            • Figure 7: Qualities associated with cordials and squashes, correspondence analysis, February 2017
                                          • What we think
                                          • Issues and Insights

                                            • Concern over sugar and artificial sweeteners leaves companies in a tricky position
                                              • The facts
                                                • The implications
                                                  • A premium touch may be needed to improve suitability for formal occasions
                                                    • The facts
                                                      • The implications
                                                        • Pushing hydration could open the market up to a wider audience
                                                          • The facts
                                                            • The implications
                                                            • The Market – What You Need to Know

                                                              • Sales of cordials and squashes have continued to fall
                                                                • On-premise sales of cordials and squashes slide
                                                                  • Value sales are expected to recover
                                                                    • Sugar is a key driver for change in the category
                                                                      • Reduced alcohol consumption could be an opportunity for cordials and squash
                                                                      • Market Size and Forecast

                                                                        • Sales of cordials and squashes have continued to fall
                                                                          • Figure 8: UK value sales of cordials and squashes, at current and constant prices, 2011-21
                                                                        • On-premise sales of cordials and squashes slide
                                                                          • Figure 9: UK value sales of cordials and squashes in the on-premise and retail channel, 2011-16
                                                                        • Value sales are expected to recover
                                                                            • Figure 10: Forecast of UK value sales of cordials and squashes, 2011-21
                                                                          • Forecast methodology
                                                                          • Market Drivers

                                                                            • Sugar is a key driver for change in the category
                                                                              • Soft Drinks Levy on the cards in 2018
                                                                                • Sugar has caught up with fat as health “foe”
                                                                                  • Industry responds with sugar reduction
                                                                                    • Artificial sweeteners concern consumers
                                                                                      • Reduced alcohol consumption could be an opportunity for cordials and squash
                                                                                        • End in sight to growing real consumer incomes
                                                                                          • Weakening of the Pound offers advantage to UK-grown fruit and botanicals
                                                                                            • Soft Drinks Levy adds to upward price pressure
                                                                                              • Growing child population a positive for the category
                                                                                                • Warmer summers benefit sales of cordials and squashes
                                                                                                  • Figure 11: Total hours of sunshine in the UK, by month, 2012-16
                                                                                              • Companies and Brands – What You Need to Know

                                                                                                • Robinsons and own-labels dominate the category
                                                                                                  • Drop in launch activity in 2016
                                                                                                    • Companies look to peg drinks to occasions
                                                                                                      • Half of 2016 product launches carried an L/N/R sugar claim
                                                                                                        • 2016 saw sharp drop in adspend
                                                                                                          • Vimto Remix shifts TV advertising budget to online
                                                                                                          • Market Share

                                                                                                            • Robinsons and own-labels dominate the category
                                                                                                              • Figure 12: Value retail sales of top-selling cordial and squash brands, 2014/15-2016/17
                                                                                                            • Vimto and Belvoir buck the downward trend
                                                                                                            • Launch Activity and Innovation

                                                                                                              • Drop in launch activity in 2016
                                                                                                                • Figure 13: Share of new cordial and squash product launches in the UK non-alcoholic drinks market, 2012-16
                                                                                                              • Brands gain share of new product launches
                                                                                                                • Figure 14: New product launches in the cordials and squashes market, by own-label and brands, 2013-16
                                                                                                              • Vimto shakes things up with Remix range
                                                                                                                • Packaging updates for super-concentrated formats
                                                                                                                  • Companies look to peg drinks to occasions
                                                                                                                    • Belvoir celebrates Queen’s 90th birthday
                                                                                                                      • Ribena brings back Winter Spice edition
                                                                                                                        • Limited edition Wimbledon labels for Robinsons
                                                                                                                          • Tesco reformulates high fruit juice range to avoid sugar tax
                                                                                                                            • M&S cordials focus on British ingredients
                                                                                                                              • Half of 2016 product launches carried an L/N/R sugar claim
                                                                                                                                • Figure 15: Share of new products launched in the cordials and squashes market with an L/N/R sugar claim, 2013-16
                                                                                                                            • Advertising and Marketing Activity

                                                                                                                              • 2016 saw sharp drop in adspend
                                                                                                                                • Figure 16: Total above-the-line, online display and direct mail advertising expenditure on cordials and squash, 2013-16
                                                                                                                              • Marketing for Ribena brand should also have benefited its squash
                                                                                                                                • Figure 17: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by top five brands, 2013-16
                                                                                                                              • Britvic continues to promote Wimbledon sponsorship
                                                                                                                                • Robinsons rejuvenates hydration campaign in 2017
                                                                                                                                  • Vimto Remix shifts TV advertising budget to online
                                                                                                                                    • ‘Freebees’ from Belvoir to help declining bee population
                                                                                                                                      • Oasis Mighty Drops targeted festival-goers with unique raincoats
                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                          • Four fifths of people drink cordials/squash
                                                                                                                                            • No-added-sugar variants most commonly drunk
                                                                                                                                              • Usage throughout the day is the key occasion for cordials and squash
                                                                                                                                                • Few buyers choose cordials or squashes for formal occasions
                                                                                                                                                  • Sugar is the biggest barrier to usage
                                                                                                                                                    • Over a quarter simply don’t think to drink squash and cordials
                                                                                                                                                      • Hydration can underpin squash and cordial consumption
                                                                                                                                                        • Mothers want more cordials and squashes in restaurants and cafés
                                                                                                                                                          • Few people see cordials and squashes as natural
                                                                                                                                                          • Usage of Cordials and Squashes

                                                                                                                                                            • Four fifths of people drink cordials/squash
                                                                                                                                                              • Figure 18: Repertoire of usage of types of cordials and squashes, February 2017
                                                                                                                                                            • Standard-strength squash remains top choice
                                                                                                                                                              • Figure 19: Usage of cordials and squashes, by type, by frequency, February 2017
                                                                                                                                                            • A third buy super-concentrated squashes but not for use on the go
                                                                                                                                                              • No-added-sugar variants most commonly drunk
                                                                                                                                                                • Over-55s top no-added-sugar usage
                                                                                                                                                                  • Figure 20: Usage of cordials and squashes, by sugar-content, February 2017
                                                                                                                                                              • Occasions for Drinking Cordials and Squashes

                                                                                                                                                                • Usage throughout the day is the key occasion for cordials and squash
                                                                                                                                                                  • 45% of users drink cordials or squash with food
                                                                                                                                                                    • Few buyers choose cordials or squashes for formal occasions
                                                                                                                                                                      • Figure 21: Occasions cordials and squashes have been bought for, February 2017
                                                                                                                                                                    • Cordials/squashes are a rare choice at pubs, bars or restaurants
                                                                                                                                                                      • Visibility remains a key challenge
                                                                                                                                                                        • Comparisons to retail can dilute value image
                                                                                                                                                                        • Barriers to Usage of Cordials and Squashes

                                                                                                                                                                          • Sugar is the biggest barrier to usage
                                                                                                                                                                            • Artificial sweeteners are a turn-off for many
                                                                                                                                                                                • Figure 22: Barriers to usage of cordials and/or squashes, February 2017
                                                                                                                                                                              • Over a quarter simply don’t think to drink squash and cordials
                                                                                                                                                                                • Seasonality plays a role in cordial/squash consumption
                                                                                                                                                                                • Attitudes Related to Cordials and Squashes

                                                                                                                                                                                  • Hydration can underpin squash and cordial consumption
                                                                                                                                                                                    • Scope for category to further mine links with water
                                                                                                                                                                                      • Figure 23: Attitudes related to cordials and squashes, February 2017
                                                                                                                                                                                    • Mothers want more cordials and squashes in restaurants and cafés
                                                                                                                                                                                      • Two in five ABs see hot squash/cordials as a good alternative to tea/coffee
                                                                                                                                                                                        • Scope for cordials and squashes to replace alcohol…
                                                                                                                                                                                          • Figure 24: Attitudes related to usage of squashes and cordials, February 2017
                                                                                                                                                                                        • …and to make good cocktail ingredients
                                                                                                                                                                                        • Qualities Associated with Cordials and Squashes

                                                                                                                                                                                          • Few people see cordials and squashes as natural
                                                                                                                                                                                            • Squash is strongly associated with being refreshing
                                                                                                                                                                                              • Figure 25: Qualities associated with cordials, squashes and selected competing drinks, correspondence analysis, February 2017
                                                                                                                                                                                            • Neither seen to be particularly suitable for adults
                                                                                                                                                                                              • Figure 26: Qualities associated with cordials, squashes and selected competing drinks, February 2017
                                                                                                                                                                                            • Methodology
                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                      • Figure 27: Best- and worst-case forecasts for the total cordials and squashes market, by value, 2016-21
                                                                                                                                                                                                    • Forecast Methodology
                                                                                                                                                                                                    • Appendix – Market Drivers

                                                                                                                                                                                                        • Figure 28: Annual UK rainfall (mm), by month, 2012-16
                                                                                                                                                                                                        • Figure 29: Annual UK mean temperature (°C), by month, 2012-16
                                                                                                                                                                                                    • Appendix – Market Share

                                                                                                                                                                                                        • Figure 30: Value retail sales of top-selling cordial and squash manufacturers, 2014/15-2016/17
                                                                                                                                                                                                    • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                        • Figure 31: New product launches in the cordials and squashes market, by top 10 claims, 2013-16
                                                                                                                                                                                                    • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                        • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by top six companies, 2013-16
                                                                                                                                                                                                    • Appendix – Consumer Research

                                                                                                                                                                                                        • Figure 33: Usage of cordials and squashes, by type, February 2017
                                                                                                                                                                                                        • Figure 34: Frequency of cordials and squashes drank, by type, February 2017