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.

However, healthiness is a strong purchase driver in this space and likely to gain further momentum in the wake of the COVID-19 outbreak. While many brands are already exploring sugar reduction, consumers’ interest in functional benefits shows potential to elevate their health proposition.

• Impact of COVID19 on consumer behaviour in the premium soft drinks sector

• COVID-19 forces closure of on-premise venues and curtails on-trade sales

• Expected financial downturn to hit premium products, including soft drinks

• Aging population presents a challenge to the sector

This Report examines consumer attitudes towards premium soft drinks sold through both retail and non-retails channels. For the purpose of this Report, the segment is defined by Mintel as including soft drinks positioned towards the top end of the market by price, and targeted at adults more than children across the following types of drinks:

• Fruit juice drinks

• 100% fruit juice

• Pressés

• Cordials

• Still, sparkling and flavoured water

• Mixers

• Sports and energy drinks

This Report excludes:

• Energy and sports drinks such as Lucozade and Red Bull

• Tea and Coffee products