Table of Contents
Executive Summary
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- The market
- Summer weather heats up 2018 sales
- Future outlook is challenging
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- Figure 1: Forecast of UK value sales of cordials and squashes, 2013-23
- Retail is the biggest channel
- ‘Sugar Tax’ comes into force
- Plastic waste is in the spotlight
- Alcohol reduction is an opportunity
- Companies and brands
- Robinsons’ new grown-up ranges drive growth
- Vimto overtakes Ribena
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- Figure 2: Leading brands’ share of value sales in the UK retail cordial and squash market, 2018^
- Cordials and squashes target adults
- Tetley launches fortified squash
- Britvic drives increase in adspend in 2018
- Tetley supports Super Squash, Ribena and Vimto visibility driven by juice drinks
- Robinsons excels on trust, quality and value
- The consumer
- Four in five drink cordials and squashes
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- Figure 3: Frequency of drinking types of cordials and squashes, February 2019
- The home is top for cordial and squash usage
- Linking with refill stations can tap into reusable water bottle trend
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- Figure 4: When cordials and squashes are drunk, February 2019
- Sizeable demand for premium options in the on-trade
- Cocktail recipes garner high interest
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- Figure 5: Behaviours relating to cordials and squashes, February 2019
- A favourite flavour is most important choice factor
- Sugar is high on the agenda
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- Figure 6: Important purchase factors influencing the choice of cordials and squashes, February 2019
- British fruits are in demand
- Fortifications appeal to many
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- Figure 7: Interest in flavours and ingredients in cordials and squashes, February 2019
- Category seen as a more environmentally friendly choice
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- Figure 8: Attitudes towards cordials and squashes, February 2019
- What we think
Issues and Insights
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- Alcohol reduction trend is an opportunity for cordials and squashes
- The facts
- The implications
- The category has a strong green image it can leverage
- The facts
- The implications
- Scope to use British fruits to forge point of difference
- The facts
- The implications
The Market – What You Need to Know
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- Summer weather heats up 2018 sales
- Future outlook is challenging
- Retail is biggest channel
- ‘Sugar Tax’ comes into force
- Plastic waste is in the spotlight
- Alcohol reduction is an opportunity
Market Size and Forecast
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- 2018 summer heatwave sees sales jump
- Sales struggle over 2013-18
- Hot weather and premiumisation drive 2018 growth
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- Figure 9: UK value sales of cordials and squashes, at current and constant prices, 2013-23
- The future
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- Figure 10: Forecast of UK value sales of cordials and squashes, 2013-23
- Forecast methodology
Channels to Market
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- Retail channel sees biggest sales boost in 2018
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- Figure 11: UK value sales of cordials and squashes in the on-premise and retail channels, 2013-18
Market Drivers
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- Sugar remains main foe in fight against obesity
- Soft Drinks Industry Levy comes into force
- Scepticism towards artificial sweeteners is a challenge for sugar reduction
- Plastic waste is in the spotlight
- Government consultations launched to tackle issue
- Manufacturers commit to plastic recycling
- 2018 summer weather a boon for category
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- Figure 12: Total hours of sunshine in the UK, by month, 2013-18
- Alcohol reduction trend creates opportunities
- Decline in under-10s could impact on sales
- Category is unlikely to benefit from the ageing population
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- Figure 13: Trends in the age structure of the UK population, 2013-18 and 2018-23
Companies and Brands – What You Need to Know
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- Robinsons’ new grown-up ranges drive growth
- Vimto overtakes Ribena
- Cordials and squashes target adults
- Tetley launches fortified squash
- Britvic drives increase in adspend in 2018
- Tetley supports Super Squash, Ribena and Vimto visibility driven by juice drinks
- Robinsons excels on trust, quality and value
Market Share
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- Grown-up ranges drive Robinsons’ growth
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- Figure 14: Leading brands’ value sales and shares in the UK retail cordial and squash market, 2016-18
- Vimto overtakes Ribena
- Bottlegreen and Belvoir
- Own-label’s share remains steady
Start-ups and Disruptors Case Study – Wolfe’s Shrubs
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- Company overview
- What is it?
- Founded
- Company mission statement
- Founder’s story
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- Product information
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- Figure 15: Wolfe's Shrubs product range, March 2019
- Figure 16: Wolfe's Shrubs concentrates, March 2019
- Media profile
- Social media metrics
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- Figure 17: Social media metrics for Wolfe's Shrubs as of March 2019
- The brand’s view
- Revenue in the last year (as of 1 December 2018)
- Sources of funding and support
- Target audience
- What consumer needs does the range meet?
- Product stockists
- Looking to the future
Launch Activity and Innovation
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- Cordials and squashes lose share of soft drinks launches
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- Figure 18: Beverage concentrates’ share of launches in the UK retail soft drinks market, 2014-18
- Robinsons launches ranges targeting grown-ups
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- Figure 19: Robinsons Fruit Creations and Fruit Cordials ranges, 2017 and 2018
- Herb and spice flavours gain prominence
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- Figure 20: Top six flavour components used in new product launches in the UK retail beverage concentrates market (sorted by 2018), 2014-18
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- Figure 21: Cordials and squash launches featuring herb or spice flavour components, 2018
- Vimto and Ribena roll out flavour extensions
- Tetley enters category with fortified squash
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- Figure 22: Tetley Super Squash range, 2017
Advertising and Marketing Activity
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- Adspend picks up in 2018
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- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, 2014-18
- Robinsons enlists kids to push for ‘grown-ups’ message
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- Figure 24: Robinsons Fruit Creations and Fruit Cordials adverts, 2018
- Fruit Cordials sponsor James Martin’s Saturday Morning with dinner party advice
- Sustainability is a focus for Robinsons’ Wimbledon sponsorship
- Teisseire focuses on flavour and cocktail recipes
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- Figure 25: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by top five advertisers (sorted by 2018), 2014-18
- Tetley smartens up its fruit in Super Squash campaign
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- Figure 26: Tetley Super Squash ‘Seriously Super Stuff’ advert, 2018
- Ribena and Vimto visibility driven by juice drinks
- Ribena continues focus on flavour
- Vimto launches ‘Refreshingly Different’ campaign
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- Figure 27: Vimto ‘Refreshingly Different’ advert, 2018
- Bottlegreen and Belvoir link to royal wedding with cake recipes
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 28: Attitudes towards and usage of selected brands, March 2019
- Key brand metrics
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- Figure 29: Key metrics for selected brands, March 2019
- Brand attitudes: Robinsons excels on trust, quality and value
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- Figure 30: Attitudes, by brand, March 2019
- Brand personality: Bottlegreen stands out as exclusive
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- Figure 31: Brand personality – macro image, March 2019
- Robinsons and Vimto are seen as most delicious
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- Figure 32: Brand personality – micro image, March 2019
- Brand analysis
- Robinsons sets the benchmark high for its competitors
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- Figure 33: User profile of Robinsons, March 2019
- Bottlegreen has the strongest premium image
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- Figure 34: User profile of Bottlegreen, March 2019
- Ribena enjoys a fun image among the young
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- Figure 35: User profile of Ribena, March 2019
- Vimto is viewed positively but trails behind its competition
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- Figure 36: User profile of Vimto, March 2019
- Jucee struggles to stand out from competition
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- Figure 37: User profile of Jucee, March 2019
The Consumer – What You Need to Know
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- Four in five drink cordials and squashes
- The home is top for cordial and squash usage
- Linking with refill stations can tap into reusable water bottle trend
- Sizeable demand for premium options in the on-trade
- Cocktail recipes garner high interest
- A favourite flavour is most important choice factor
- Sugar is high on the agenda
- British fruits are in demand
- Fortifications appeal to many
- Category seen as a more environmentally friendly choice
Usage of Cordials and Squashes
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- Four in five drink cordials and squashes
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- Figure 38: Repertoires of types of cordials and squashes drunk, February 2019
- Families are key users of cordials and squashes
- Standard- and double-strength squashes have a lead
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- Figure 39: Frequency of drinking types of cordials and squashes, February 2019
- 46% drink cordials
- No-added-sugar variants are most popular
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- Figure 40: Usage of no-added-sugar and regular cordials and squashes, February 2019
When Cordials and Squashes are Drunk
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- The home remains the centre of cordial and squash usage
- Scope to grow meal occasion with pairing advice
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- Figure 41: When cordials and squashes are drunk, February 2019
- Linking with refill stations can tap into reusable water bottle trend
- Boosting energy and hydration could enhance exercise usage
Behaviours Relating to Cordials and Squashes
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- Sizeable demand for premium options in on-trade
- Work with on-trade operators for training and advice
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- Figure 42: Behaviours relating to cordials and squashes, February 2019
- Cocktail recipes garner interest
- Cocktails also offer flavour cues
- Cold infusions are a threat
Cordial and Squash Purchase Factors
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- A favourite flavour is most important
- 16-34s are most adventurous
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- Figure 43: Important purchase factors influencing the choice of cordials and squashes, February 2019
- Sugar is high on the agenda
- One in three are swayed by deals
Interest in Cordial and Squash Concepts
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- British fruits are in demand
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- Figure 44: Urban Cordials’ range of cordials at IFE London, 2019
- Scope to play on regional provenance
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- Figure 45: Interest in flavours and ingredients in cordials and squashes, February 2019
- Fortifications appeal to many
- Price and category confusion are barriers to Tetley Super Squash
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- Figure 46: Perceptions of Tetley Super Squash in comparison to cordials and squashes in the UK market, April 2018-March 2019
- Energy-boosting ingredients interest 33% of young men
Attitudes towards Cordials and Squashes
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- Category seen as a more environmentally friendly choice
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- Figure 47: Attitudes towards cordials and squashes, February 2019
- Baking suggestions spark interest
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 48: Total UK value sales of cordials and squashes, best- and worst-case forecast, 2018-23
Appendix – Market Share
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- Figure 49: Leading manufacturers’ value sales and shares in the UK retail cordial and squash market, 2016-18
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Appendix – Launch Activity and Innovation
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- Figure 50: Share of new product launches in the UK retail beverage concentrates market, by launch type, 2014-18
- Figure 51: Share of new product launches in the UK retail beverage concentrates market, by branded and private label, 2014-18
- Figure 52: Share of new product launches in the UK retail beverage concentrates market, by top 10 companies (sorted by 2018), 2014-18
- Figure 53: Top 10 claims featured on new product launches in the UK retail beverage concentrates market (sorted by 2018), 2014-18
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