Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast of UK value sales of cordials and squashes, 2009-19
- Market factors
- Companies, brands and innovation
- Britvic retains lead in the market
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- Figure 2: Value shares of top-selling cordial and squash brands in the off-trade, 2013/14*
- Super-concentrated squashes enter the market in 2014
- Suntory and Britvic dominate adspend
- The consumer
- Four in five people drink squash
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- Figure 3: Frequency of usage of squashes and cordials, June 2014
- Marked openness towards squash with natural sweeteners
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- Figure 4: Interest in different types of squash/cordial product, June 2014
- Scope to drive interest in the on-trade with wider ranges
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- Figure 5: Attitudes towards cordials and squashes, June 2014
- Sugar and sweeteners raise concerns about the healthiness of squash and cordials
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- Figure 6: Further attitudes towards cordials and squashes, June 2014
- What we think
Issues and Insights
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- Cordial and squash brands can look to added functionality to boost their appeal
- The facts
- The implications
- New packaging designs could shake up the squashes/cordials market
- The facts
- The implications
- Cordials should expand their ranges to tap the on-trade market more effectively
- The facts
- The implications
Trend Application
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- Trend: Minimize Me
- Trend: Extend My Brand
- Trend: Mood to Order
Market Drivers
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- Key points
- Hot summer in 2013 provided a boost
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- Figure 7: Mean temperature, rainfall and sunshine hours over summer (June, July and August), UK, 2008-14
- Sugar concerns reflect on the market
- The ageing population poses challenges to the market
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- Figure 8: Trends in the age structure of the UK population, 2009-14 and 2014-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD activity falls to a five-year low in 2013
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- Figure 9: Share of new cordial and squash product launches in NPD in the UK non-alcoholic drinks market, 2009-14
- Figure 10: Share of new launches in the cordials and squashes market, by own-label and brands, 2009-14
- Tesco continues to lead innovation
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- Figure 11: Share of new launches in the cordials and squashes market, by company, 2010-14
- A burst in activity in super-concentrates
- Jump in L/N/R sugar and calorie claims in 2013
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- Figure 12: Share of new launches in the cordials and squashes market, by claims, 2010-14
Market Size and Segmentation
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- Key points
- Value sales returned to growth in 2013, but expected to dip in 2014
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- Figure 13: UK value and volume sales of cordials and squashes, at current and constant prices, 2009-14
- Value sales expected to edge up by 2% over 2014-19
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- Figure 14: Forecast of UK value sales of cordials and squashes, 2009-19
- Figure 15: Forecast of UK volume sales of cordials and squashes, 2009-19
- Market segmentation: Off-trade versus on-trade
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- Figure 16: Share of value and volume sales, in the off-trade versus on-trade, 2009-14
- Figure 17: UK value and volume sales of cordials and squashes in the off-trade, at current and constant prices, 2009-14
- Figure 18: UK value and volume sales of cordials and squashes in the on-trade, at current and constant prices, 2009-14
- Forecast methodology
Market Share
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- Key points
- Robinsons is steady at the top
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- Figure 19: Value and volume sales of top-selling cordial and squash brands in the off-trade, 2012/13 and 2013/14
- Figure 20: Value and volume sales of top-selling cordial and squash brands in the off-trade, 2012/13 and 2013/14
- Ribena struggles in 2013/14
- A successful year for Vimto, Jucee and Roses
- Value gains for Bottlegreen and Belvoir
- Own-label gains share
Companies and Products
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- Belvoir Fruit Farms
- Company overview
- Product range and recent activity
- Brand communication and promotion
- Bottlegreen (SHS Drinks)
- Company overview
- Product range and recent activity
- Brand communication and promotion
- Britvic
- Company overview
- Product range and recent activity
- Brand communication and promotion
- Coca-Cola Enterprises
- Company overview
- Product range and recent activity
- Suntory
- Company overview
- Product range and recent activity
- Brand communication and promotion
- Nichols
- Company overview
- Product range and recent activity
- Brand communication and promotion
- Princes Group
- Company overview
- Product range and recent activity
- Brand communication and promotion
Brand Advertising, Perceptions and Social Media
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- Key points
- A stable advertising landscape
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- Figure 21: Total advertising expenditure in the cordials and squashes market, 2010-14
- Britvic is hot on the heels of Suntory
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- Figure 22: Total advertising expenditure in the cordials and squashes market, by top five companies, 2010-13
- Ribena steps up spend in 2014
- Squash’d dominates Britvic advertising activity in 2014
- Wimbledon remains a key part of Robinsons’ activity
- Vimto introduces a new brand character
- Brand perceptions
- Key brand metrics
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- Figure 23: Key brand metrics, July 2014
- Brand map
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- Figure 24: Attitudes towards and usage of brands in the cordials and squashes sector, July 2014
- Correspondence analysis
- Brand attitudes
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- Figure 25: Attitudes, by cordial and squash brand, July 2014
- Brand personality
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- Figure 26: Cordial and squash brand personality – Macro image, July 2014
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- Figure 27: Cordial and squash brand personality – Micro image, July 2014
- Brand usage
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- Figure 28: Cordial and squash brand usage, July 2014
- Brand experience
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- Figure 29: Cordial and squash brand experience, July 2014
- Social media and online buzz
- Social media metrics
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- Figure 30: Social media metrics of selected cordial and squash brands, August 2014
- Ribena and Vimto benefit from upbeat personalities
- Robinsons launches separate Twitter handle for Squash’d sub-brand
- Bottlegreen has similar level of engagement to Robinsons but fewer mentions
- Jucee’s lack of online profile may limit conversation
- Online mentions
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- Figure 31: Online mentions of selected cordial and squash brands, 28 July 2013-2 August 2014
- Ribena is generally most spoken about, particularly in first half of period
- Activity around launch of Squash’d provides boost in mentions
- Robinsons also utilises tennis sponsorship
- Bottlegreen ties in sponsorship with Twitter activity
- Topics of discussion
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- Figure 32: Topics of discussion around selected cordial and squash brands, 28 July 2013-2 August 2014
- Flavours mentioned as reference point
- Consumers more likely to talk about something unusual
- Sugar and sweeteners are not a key topic for online consumers
- Where discussion occurs
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- Figure 33: Where conversation occurs, by type of webpage, 28 July 2013-2 August 2014
- Figure 34: Where conversation occurs, by type of webpage, by brand, 28 July 2013-2 August 2014
- Analysis by brand
- Ribena
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- Figure 35: Topic cloud around mentions of Ribena, 28 July 2013-2 August 2014
- Vimto
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- Figure 36: Topic cloud around mentions of Vimto, 28 July 2013-2 August 2014
- Robinsons
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- Figure 37: Topic cloud around mentions of Robinsons, 28 July 2013-2 August 2014
- Bottlegreen
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- Figure 38: Topic cloud around mentions of Bottlegreen, 28 July 2013-2 August 2014
- Jucee
The Consumer – Usage of Cordials and Squashes
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- Key points
- Squashes enjoy high penetration
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- Figure 39: Overall usage of squashes and cordials, June 2014
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- Figure 40: Frequency of usage of squashes and cordials, June 2014
- Under-35s are the core users of squash and cordial
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- Figure 41: Usage of squash and cordial, by gender and age, June 2014
- One in five have used super-concentrated squash
The Consumer – Interest in Different Types of Squash/Cordial Products
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- Key points
- Notable interest in squashes/cordials with natural sweeteners
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- Figure 42: Interest in different types of squash/cordial product, June 2014
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- Figure 43: Consumers willing to pay more for squash/cordials containing natural, sugar-free sweeteners, squash that has the same benefits as an energy drink and squash that has the same benefits as a sports drink, by age, June 2014
- Energy-boosting squash appeals to the younger generation
- Opportunities for mood-focused cordials
- Packaging innovation potential
The Consumer – Attitudes Towards Cordials and Squashes
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- Key points
- Interest in a wider variety of squashes/cordials in the foodservice arena
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- Figure 44: Attitudes towards cordials and squashes, June 2014
- 16-24s most likely to get bored with the same flavour
- Interest in customisation
The Consumer – Further Attitudes Towards Squashes and Cordials
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- Key points
- Squashes are seen to help with hydration
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- Figure 45: Further attitudes towards cordials and squashes, June 2014
- Widespread health concerns
- Parents are concerned about children developing a sweet tooth
Appendix – Market Size and Segmentation
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- Figure 46: Best- and worst-case forecasts for the cordials and squashes market, by value, 2014-19
- Figure 47: Best- and worst-case forecasts for the cordials and squashes market, by volume, 2014-19
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Appendix – Brand Advertising, Perceptions and Social Media
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- Figure 48: Brand usage, July 2014
- Figure 49: Brand commitment, July 2014
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- Figure 50: Brand commitment, July 2014
- Figure 51: Brand diversity, July 2014
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- Figure 52: Brand satisfaction, July 2014
- Figure 53: Brand recommendation, July 2014
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- Figure 54: Brand attitude, July 2014
- Figure 55: Brand image – Macro image, July 2014
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- Figure 56: Brand image – Micro image, July 2014
- Figure 57: Share of conversation of selected cordial and squash brands, 28 July 2013-2 August 2014
- Figure 58: Topics of discussion around selected cordial and squash brands, 28 July 2013-2 August 2014
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Appendix – The Consumer – Usage of Cordials and Squashes
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- Figure 59: Frequency of usage of squashes and cordials, June 2014
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- Figure 60: Usage of any squash/cordial, squash, cordial, by demographics, June 2014
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- Figure 61: Frequency of usage of squashes and cordials – Standard squash, by demographics, June 2014
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- Figure 62: Frequency of usage of squashes and cordials – Double-concentrate squash, by demographics, June 2014
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- Figure 63: Frequency of usage of squashes and cordials – High-juice squash, by demographics, June 2014
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- Figure 64: Frequency of usage of squashes and cordials – Squash with added vitamins/minerals, by demographics, June 2014
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- Figure 65: Frequency of usage of squashes and cordials – Standard cordial, by demographics, June 2014
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- Figure 66: Frequency of usage of squashes and cordials – Premium cordial, by demographics, June 2014
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- Figure 67: Frequency of usage of squashes and cordials – Fruit and barley water, by demographics, June 2014
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- Figure 68: Frequency of usage of squashes and cordials – Low/no-calorie squash, by demographics, June 2014
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- Figure 69: Frequency of usage of squashes and cordials – Powder mix squash, by demographics, June 2014
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- Figure 70: Frequency of usage of squashes and cordials – Fruit syrup, by demographics, June 2014
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- Figure 71: Frequency of usage of squashes and cordials – Water flavour enhancer, by demographics, June 2014
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- Figure 72: Frequency of usage of squashes and cordials – Any other squash/cordial, by demographics, June 2014
- Repertoire – Usage of cordials and squashes
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- Figure 73: Repertoire of usage of squashes and cordials, June 2014
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- Figure 74: Repertoire of usage of squashes and cordials, number of types of products used, by demographics, June 2014
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- Figure 75: Usage of squashes and cordials by type, by repertoire of squashes and cordials used, June 2014
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- Figure 76: Interest in different types of squash/cordial products, by repertoire of usage of squashes and cordials, June 2014
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- Figure 77: Responsibility for buying squash/cordial, June 2014
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- Figure 78: Responsibility for buying squash/cordial, by demographics, June 2014
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Appendix – The Consumer – Interest in Different Types of Squash/Cordial Products
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- Figure 79: Interest in different types of squash/cordial product, June 2014
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- Figure 80: Interest in squash/cordials containing natural, sugar-free sweeteners, by demographics, June 2014
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- Figure 81: Interest in cordials made with botanicals, by demographics, June 2014
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- Figure 82: Interest in cordials with ingredients associated with being calming, detoxing, by demographics, June 2014
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- Figure 83: Interest in squash that has the same benefits as an energy drink, by demographics, June 2014
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- Figure 84: Interest in squash that has the same benefits as a sports drink, by demographics, June 2014
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- Figure 85: Interest in squash/cordial in a bottle with a measuring cap to make sure you pour the correct amount, by demographics, June 2014
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- Figure 86: Interest in squash in bottles that make it easier for kids to pour on their own, by demographics, June 2014
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- Figure 87: Interest in cordial available in flavours that can be drunk hot, by demographics, June 2014
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- Figure 88: Interest in cordials in a cocktail-style flavour^, by demographics, June 2014
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- Figure 89: Interest in herbal tea-flavoured squash, by demographics, June 2014
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- Figure 90: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014
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- Figure 91: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014 (continued)
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- Figure 92: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014 (continued)
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Appendix – The Consumer – Attitudes Towards Cordials and Squashes
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- Figure 93: Attitudes towards cordials and squashes, June 2014
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- Figure 94: Most popular attitudes towards cordials and squashes, by demographics, June 2014
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- Figure 95: Next most popular attitudes towards cordials and squashes, by demographics, June 2014
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- Figure 96: Other attitudes towards cordials and squashes, by demographics, June 2014
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- Figure 97: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014
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- Figure 98: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
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- Figure 99: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
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Appendix – The Consumer – Further Attitudes Towards Cordials and Squashes
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- Figure 100: Further attitudes towards cordials and squashes, June 2014
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- Figure 101: Agreement with the statement ‘Squash is a good way to get kids to drink enough water’, by demographics, June 2014
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- Figure 102: Agreement with the statement ‘It’s not healthy for children to drink squashes/cordials with added sweeteners several times a day’, by demographics, June 2014
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- Figure 103: Agreement with the statement ‘Water with added squash/cordial hydrates you just as well as water on its own’, by demographics, June 2014
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- Figure 104: Agreement with the statement ‘There’s too much sugar in standard squash/cordial to drink it regularly’, by demographics, June 2014
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- Figure 105: Agreement with the statement ‘I’m worried my children will develop a sweet tooth if they get used to sweet drinks ^’, by demographics, June 2014
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- Figure 106: Agreement with the statement ‘Squashes have too many artificial ingredients’, by demographics, June 2014
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- Figure 107: Agreement with the statement ‘Drinking squash/cordial regularly is bad for your teeth’, by demographics, June 2014
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- Figure 108: Agreement with the statement ‘Sugar-free squash/cordial satisfies my sweet cravings without the calories’, by demographics, June 2014
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- Figure 109: Agreement with the statement ‘Watered down fruit juice is a healthier option to squash/cordial’, by demographics, June 2014
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- Figure 110: Agreement with the statement ‘Drinking sweet squash/cordial causes you to crave other sweet things’, by demographics, June 2014
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- Figure 111: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014
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- Figure 112: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
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- Figure 113: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
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