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Cordials - UK - June 2008

ISSUES IN THE MARKET
Definitions
Four key issues
INSIGHTS AND OPPORTUNITIES
Sustainability
Fairtrade opportunity
Added convenience
FAST FORWARD TRENDS
Binge On
What we've seen
What does it mean
Eating With Purpose
What we've seen
What does it mean?
MARKET IN BRIEF
Price deflation hampers growth
Cordials forge ahead
Aversion to additives
A concentrated market
A positive outlook
INTERNAL MARKET ENVIRONMENT
Key points
Health matters
Figure 1: Agreement with selected lifestyle statements, 2003-07
Additive aware
…but prepared to accept preservatives and sweeteners
Obesity and weight control
Figure 2: Current and projected levels of obesity among UK children, by age and gender, 2003 and 2010
A functional future?
BROADER MARKET ENVIRONMENT
Key points
Hot summers drive sales
Figure 3: Average summer temperature and total number of sunshine hours in the UK*, 2002-07
Advertising rules
Population is ageing
Figure 4: UK population changes in age, 2002-12
...and upwardly mobile
Figure 5: UK Population changes by socio-economic group, 2002-12
The labelling debate
COMPETITIVE CONTEXT
Key points
Super fruits
Taste advantage
Product detachment
Squashes and cordials in context
Figure 6: Competitive markets to squashes and cordials, 2008
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Figure 7: UK launches of squashes and cordials by product claim and year, 2004-07
NPD has seasonal bias
Figure 8: UK launches of squashes and cordials by quarter, 2004-07
Move towards more natural drinks
Superfruits
Premiumisation
No added sugar (NAS)
More concentrated
Future trends
MARKET VALUE AND FORECAST
Key points
Market struggles to find growth
Figure 9: Volume and value sales of squashes and cordials, 2003-08
Figure 10: Sales of cordials and squashes, 2003-07
The future
 FORECAST
Overall market continuing to struggle
Figure 11: Volume and value of total UK squash and cordial market, 2003-13
Squash market to fall under the £400m mark
Figure 12: Volume and value of UK squash market, 2003-13
Still niche but growing…
Figure 13: Volume and value of UK cordial market, 2003-13
 FACTORS USED IN THE FORECAST
SEGMENT PERFORMANCE
Key points
Squashes
Figure 14: Volume and value sales of squashes, 2003-08
Volume
Value
No added sugar continues to grow
Figure 15: Volume sales of squashes by type, 2006-07
Blends take increasing share
Figure 16: Volume sales of squashes by flavour, 2006-07
Cordials
Figure 17: Volume and value sales of cordials, 2003-08
Volume
Value
Elderflower is favourite cordial
Figure 18: Volume sales of cordials by flavour, 2006-07
MARKET SHARE
Key points
Robinsons take largest share
Figure 19: Market share for squashes and cordials, 2006-07
Ribena struggles with identity
Vimto holds its own
Cordial brands give mixed performance
Own labels
PRODUCT POSITIONING
Squashes
Figure 20: Price per litre of squash brands, 2008
Cordials
Figure 21: Price per litre of cordials, 2008
COMPANIES AND PRODUCTS
 COMPANY PROFILES
Brand map of manufacturers and brands
Figure 22: Map of manufacturers and brands in the squashes and cordials market, 2008
Britvic
Belvoir Fruit Farms
Bottlegreen
GlaxoSmithKline
Nichols
Vimto
Belgravia & Tobago
Princes
Coca-cola
Duchy Originals
Rocks Organic
Thorncroft
Pixley Berries
Meridian
Healthy Food Brands
BRAND ELEMENTS
 BRAND MAP
Figure 23: Attitudes and usage of cordial brands, May 2008
 ROBINSONS
What the brand is trying to achieve
What the consumer thinks
Figure 24: Attitudes towards the Robinsons brand, May 2008
 ROCKS ORGANIC
What the brand is trying to achieve
What the consumer thinks
Figure 25: Attitudes towards the Rocks Organic brand, May 2008
 RIBENA
What the brand is trying to achieve
What the consumer thinks
Figure 26: Attitudes towards the Ribena brand, May 2008
 VIMTO
What the brand is trying to achieve
What the consumer thinks
Figure 27: Attitudes towards the Vimto brand, May 2008
 OCEAN SPRAY
What the brand is trying to achieve
What the consumer thinks
Figure 28: Attitudes towards the Ocean Spray brand, May 2008
 ROSE’S
What the brand is trying to achieve
What the consumer thinks
Figure 29: Attitudes towards the Rose’s brand, May 2008
 BRAND QUALITIES OF CORDIAL BRANDS
Ribena and Vimto tops for fun
Figure 30: Consumer usage of various cordial brands, May 2008
 EXPERIENCE OF CORDIAL BRANDS
Robinsons the everyday favourite
Figure 31: Consumer usage of various cordial brands, May 2008
 BRAND INTENTIONS FOR CORDIAL BRANDS
Information key to cordial consideration
Figure 32: Consideration of various cordial brands, May 2008
 BRAND MOMENTUM FOR CORDIAL BRANDS
Robinsons, Ocean Spray, Ribena highest momentum
Figure 33: Momentum of various cordial brands, May 2008
 BRAND SATISFACTION FOR CORDIAL BRANDS
Robinson’s most satisfying, but Rocks Organics on the rocks
Figure 34: Satisfaction of various cordial brands, May 2008
 BRAND COMMITMENT TO CORDIAL BRANDS
Robinsons has best commitment, but Ribena worth more
Figure 35: Commitment to various cordial brands, May 2008
 ROUND UP
BRAND COMMUNICATION AND PROMOTION
Key points
Ad spend dips
Figure 36: Main monitored media spend on cordials*, 2004-07
GSK dominates
Figure 37: Main monitored media advertising expenditure on squashes/cordials, by leading advertisers, 2004-07
Seasonality
Figure 38: Main monitored media spend on cordials, 2006-08
CHANNELS TO MARKET
Key points
Figure 39: Distribution of squashes and cordials, 2005-07
Grocery multiples dominate supply
Co-ops and independents lose out
CONSUMER – WHO: USAGE AND FREQUENCY?
Key points
Consumption of cordial/squash
Figure 40: Trends for frequency of fruit cordial/squash drinking, 2003-07
Heavy users remain loyal
Usage decreases with age
Figure 41: Frequency of consumption of fruit squashes and cordials
Usage and health
Figure 42: Usage of fruit cordial/squash crossed by health/diet lifestyle statements, 2007 (column)
Health concerns hold back consumption
THE CONSUMER – CHILDREN’S DRINKING HABITS
Key points
Figure 43: In-home drinking habits of children and teenagers
Figure 44: Drinks drunk by 11-25-year-olds once a week, March 2008
Hydration and health
Squash gets squeezed out
Figure 45: Top five drinks drunk by 11-25-year-olds once a week by age, March 2008
Female bias increases with age
THE CONSUMER – ATTITUDES AND MOTIVATIONS
Key points
Figure 46: Attitudes to dilutable drinks, March 2008
Natural preference
Lesser of two evils
Taste good
Summer refreshment
Convenient for families
Targeting less-likely consumers
Older consumers are most concerned about sugar content
Figure 47: Average mean age of respondents, March 2008
APPENDIX
Abbreviations
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 48: Agreement with selected lifestyle statements, by demographic sub-group, 2007
Figure 49: Agreement with selected lifestyle statements, by demographic sub-group, 2007
Figure 50: Agreement with selected lifestyle statements, by demographic sub-group, 2007
Figure 51: Agreement with selected lifestyle statements, by demographic sub-group, 2007
APPENDIX – CONSUMER – WHO: USAGE AND FREQUENCY: DETAILED DEMOGRAPHICS
Figure 52: Frequency of drinking fruit squashes/cordials (in past 12 months) by demographics, 2007
Figure 53: Type of fruit cordial/squash that consumers drink most by demographics, 2007
APPENDIX – THE CONSUMER – CHILDREN DRINKING HABITS: DETAILED DEMOGRAPHICS
Figure 54: Drinks drunk by 11-25-year-olds once a week, March 2008
Figure 55: Drinks drunk by 11-25-year-olds once a week, March 2008
Figure 56: Drinks drunk by 11-25-year-olds once a week, March 2008
APPENDIX – THE CONSUMER – ATTITUDES AND MOTIVATIONS: DETAILED DEMOGRAPHICS
Figure 57: Attitudes to dilutable drinks, by detailed demographics, March 2008
Figure 58: Attitudes to dilutable drinks, by detailed demographics, March 2008
Figure 59: Attitudes to dilutable drinks, by detailed demographics, March 2008

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