Table of Contents
Executive Summary
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- Impact of COVID-19 on drink brands
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- Figure 1: Expected impact of COVID-19 on the drink retail market, short, medium and long term, 20 July 2020
- Brand Leaders
- Non-alcoholic brands dominate in terms of usage
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- Figure 2: Top ranking of brands in the drinks sector, by usage in the last 12 months, October 2017-April 2020
- Commitment is influenced by value and quality
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- Figure 3: Top ranking of brands in the drinks sector, by commitment (net of “I prefer this brand over others” and “It is a favourite brand”), October 2017-April 2020
- Irn-Bru uses unique brand to extend into the energy category
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- Figure 4: Top ranking of brands in the drinks sector, by differentiation (net of “It stands out as being somewhat different to other brands” and “It’s a unique brand”), October 2017-April 2020
- Perceptions of style and exclusiveness improve drinking experiences
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- Figure 5: Top ranking of brands in the drinks sector, by positive experience (net of “Good” and “Excellent” reviews), October 2017-April 2020
- The Kraken inspires excellent reviews
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- Figure 6: Top ranking of brands in the drinks sector, by excellent reviews, October 2017-April 2020
- Good taste is not enough to recommend a brand
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- Figure 7: Top ranking of brands in the drinks sector, by recommendation, October 2017-April 2020
- Brand Personality
- Trust is a powerful purchase driver
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- Figure 8: Top ranking of brands in the drinks sector, by agreement with “A brand that I trust”, October 2017-April 2020
- A strong quality image encourages consumption
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- Figure 9: Top ranking of brands in the drinks sector, by agreement with “A brand that is consistently high quality”, October 2017-April 2020
- Nescafé and Robinsons lead on value
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- Figure 10: Top ranking of brands in the drinks sector, by agreement with “A brand that offers good value”, October 2017-April 2020
- There is room for premiumisation
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- Figure 11: Top ranking of brands in the drinks sector, by agreement with “A brand that is worth paying more for”, October 2017-April 2020
- BrewDog’s hand sanitiser shows solidarity
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- Figure 12: Top ranking brands in the drinks sector, by agreement with “A brand that is innovative”, October 2017-April 2020
- Carbon neutrality is the next step to a greener industry
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- Figure 13: Top ranking brands in the drinks sector, by agreement with “Ethical”, October 2017-April 2020
- Fruit-flavoured drinks dominate on deliciousness
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- Figure 14: Top ranking brands in the drinks sector, by agreement with “Delicious”, October 2017-April 2020
- Refreshment can be flavourless
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- Figure 15: Top ranking brands in the drinks sector, by agreement with “Refreshing”, October 2017-April 2020
- Lifestyle and Drink Purchases
- Personal needs drive purchases
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- Figure 16: New launches in the drinks sector, by claim category, January 2016-April 2020
- Fortified recipes appeal to consumers
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- Figure 17: Plus claims in the drinks sector, January 2016-April 2020
- What we think
The Impact of COVID-19 on Drink Brands
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- Short, medium and long-term impact on the industry
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- Figure 18: Expected impact of COVID-19 on the drink retail market, short, medium and long term, 20th July 2020
- Opportunities and Threats
- Continue focus on domestic consumption after lockdown
- Highlight the link between diet and health
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- Figure 19: Examples of launches carrying immune system functional claims, 2019-20
- Explore direct-to-consumer channels
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- Figure 20: Change in behaviours since the start of the COVID-19 outbreak, 28th May-3rd June 2020
- Prepare for increased green sentiments
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- Figure 21: Change in perceptions about the environment since the COVID-19 outbreak, 7th-14th May 2020
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- Figure 22: Pukka Organic Three Chamomile, 2019
- Figure 23: Arbikie Distillery launches Nàdar Gin, 2020
- Shifts in consumer behaviour
- Alcohol expenditure varies across demographics
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- Figure 24: Alcoholic drink spending expectations for the next month, 30 April-24 June 2020
- Spending on non-alcoholic drinks remains stable
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- Figure 25: Non-alcoholic drink expectations in the next month, 30 April-28 June 2020
- Consumers rediscover tap water
- Aid consumer moods
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- Figure 26: Examples of launches with mood-related functional claims, 2019-20
- Add indulgence for moments of pleasure
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- Figure 27: Examples of luxury hot drinks, 2020
- Buy made in UK to support national recovery
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- Figure 28: Perception about the impact of COVID-19 outbreak on the UK economic growth, 4th-11th June 2020
- Notable brand activity and campaigns since COVID-19
- Be proactive and socially committed
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- Figure 29: COVID-19-related initiatives from Wasabi, Innocent and Camden Town Brewery, April 2020
- Supporting the hospitality and on-trade industries
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- Figure 30: Jägermeister #SaveTheNight campaign, 2020
- Offering consumers digital alternatives
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- Figure 31: Blossom Hill ‘Friendship Fridays’ Facebook post, May 2020
- Consumers seek ways to escape
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- Figure 32: VK #WeAreSummer campaign, 2020
- Lesson from the 2008/09 recession
- Consumers cut on alcohol expenditure, but invest in premium purchases
- Own-labels rise as winners, but brands still have a chance
Brand Leaders – What You Need to Know
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- Non-alcoholic brands dominate in terms of usage
- Commitment is influenced by value and quality
- Irn-Bru uses unique brand to extend into the energy category
- Perceptions of style and exclusiveness improve drinking experiences
- Good taste is not enough to recommend a brand
Brand Usage
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- Non-alcoholic brands dominate in terms of usage
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- Figure 33: Top ranking of brands in the drinks sector, by usage in the last 12 months, October 2017-April 2020
- Coca-Cola explores new categories
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- Figure 34: Coca-Cola Signature Mixers range, 2019
- Pepsi Max revamps its packaging design
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- Figure 35: Pepsi Max Cherry Cola‘s new packaging, May 2020
- CSD brands bet on fruit flavours
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- Figure 36: Examples of fruit-flavoured carbonated soft drink launches, 2020
Brand Preference
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- Commitment is influenced by value and quality
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- Figure 37: Top ranking of brands in the drinks sector, by commitment (net of “I prefer this brand over others” and “It is a favourite brand”), October 2017-April 2020
- Nescafé extends its Azera Nitro coffee range
- Diet Coke invites people to take a break for themselves
Brand Differentiation
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- Irn-Bru invests in the energy drinks category
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- Figure 38: Top ranking of brands in the drinks sector, by differentiation (net of “It stands out as being somewhat different to other brands” and “It’s a unique brand”), October 2017-April 2020
- Lucozade creates an energy drink with natural ingredients
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- Figure 39: Lucozade Revive new launches, 2020
- Coca-Cola extends its Energy range
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- Figure 40: Coca-Cola Energy Cherry Flavour launch, 2020
- Guinness shows that less can mean more
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- Figure 41: Guinness ‘Stay at Home’ advert, 2020
- Innocent invests in rebranding
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- Figure 42: Examples of Innocent Super Smoothies, 2020
Satisfaction and Recommendation
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- Perceptions of style and exclusiveness improve drinking experiences
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- Figure 43: Top ranking of brands in the drinks sector, by positive experience (net of “Good” and “Excellent” reviews), October 2017-April 2020
- The Kraken inspires excellent reviews
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- Figure 44: Top ranking of brands in the drinks sector, by excellent reviews, October 2017-April 2020
- Figure 45: The Kraken adverts, 2019-20
- Bombay Sapphire invests in new flavours
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- Figure 46: Bombay Bramble Distilled Gin with a Blackberry & Raspberry Infusion, 2020
- Good taste is not enough to recommend a brand
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- Figure 47: Top ranking of brands in the drinks sector, by recommendation, October 2017-April 2020
- S.Pellegrino celebrates its 120th anniversary
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- Figure 48: S.Pellegrino Essenza range, 2019
Brand Personality – What You Need to Know
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- Trust is a powerful purchase driver
- A strong quality image encourages consumption
- Nescafé and Robinsons lead on value
- There is room for premiumisation
- BrewDog’s hand sanitiser shows solidarity
- Carbon neutrality is the next step to a greener industry
- Tropicana captures rising trends
Trust and Quality Leaders
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- Trust is a powerful purchase driver
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- Figure 49: Top ranking of brands in the drinks sector, by agreement with “A brand that I trust”, October 2017-April 2020
- Consumers trust tea brands with a green ethos
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- Figure 50: PG Tips ethical certifications, 2019
- A strong quality image encourages consumption
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- Figure 51: Top ranking of brands in the drinks sector, by agreement with “A brand that is consistently high quality”, October 2017-April 2020
- Robinsons focuses on NPD
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- Figure 52: Robinsons Superfruit Cordials range, 2020
Value Leaders
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- Nescafé and Robinsons lead on value
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- Figure 53: Top ranking of brands in the drinks sector, by agreement with “A brand that offers good value”, October 2017-April 2020
- Nescafé explores new formats and plant-based recipes
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- Figure 54: Nescafé Azera Ground Coffee Bags, 2019
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- Figure 55: Nescafé Gold non-dairy latte mixes, 2019
- There is room for premiumisation
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- Figure 56: Top ranking of brands in the drinks sector, by agreement with “A brand that is worth paying more for”, October 2017-April 2020
- Fever-Tree launches range of CSDs
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- Figure 57: Fever-Tree Soda Collection, 2020
Innovation Leaders
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- Innocent enters the juice shot market
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- Figure 58: Top ranking brands in the drinks sector, by agreement with “A brand that is innovative”, October 2017-April 2020
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- Figure 59: Innocent Power to the Purple juice, 2020
- BrewDog’s hand sanitiser shows solidarity
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- Figure 60: BrewDog hand sanitiser launch, March 2020
- Twinings launches cold water infusers for kids
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- Figure 61: Twinings Kid Cold In’fuse range, 2019
- Suntory invests in sustainable packaging innovations
Ethics Leaders
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- Clipper launches #AcTEAvism campaign to celebrate 25 years of Fairtrade
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- Figure 62: Top ranking brands in the drinks sector, by agreement with “Ethical”, October 2017-April 2020
- Clipper extends range of decaffeinated teas
- Highland Spring invests in sustainable packaging
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- Figure 63: Highland Spring eco bottle for kids launch, 2019
- Carbon neutrality is the next step to a greener industry
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- Figure 64: Examples of carbon-neutral non-alcoholic launches, 2019
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- Figure 65: Silver Swift Spiced Pear Gin by Wild Rose, 2019
Taste and Refreshment
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- Fruit-flavoured drinks dominate on deliciousness
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- Figure 66: Top ranking brands in the drinks sector, by agreement with “Delicious”, October 2017-April 2020
- Tropicana captures rising trends
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- Figure 67: Tropicana Essentials new launches, 2020
- Malibu’s launches follow the summer
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- Figure 68: Malibu Strawberry Spritz
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- Figure 69: Malibu Splash range, 2020
- Refreshment can be flavourless
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- Figure 70: Top ranking brands in the drinks sector, by agreement with “Refreshing”, October 2017-April 2020
- Capri-Sun appeals to adults as well as kids
- Danone’s water brands launch new green campaign
Lifestyle and Drink Purchases – What You Need to Know
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- Personal needs drive purchases
- Halal-certified drinks represent an opportunity
- Fortified recipes appeal to consumers
- Added health benefits give room for premiumisation
Lifestyle Impacts on Shopping Behaviours
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- Personal needs drive purchases
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- Figure 71: New launches in the drinks sector, by claim category, January 2016-April 2020
- Vegan launches continue to rise
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- Figure 72: Suitable for claims in the drinks sector, January 2016-April 2020
- Figure 73: Examples of new launches carrying the vegan claim, 2019-20
- Free-from options on the increase
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- Figure 74: Examples of free-from launches, 2020
- Halal-certified drinks represent an opportunity
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- Figure 75: Examples of halal-certified launches in the drinks category, 2019-20
- M&S Food launches halal own-label range
Health in a Bottle
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- Fortified recipes appeal to consumers
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- Figure 76: Plus claims in the drinks sector, January 2016-April 2020
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- Figure 77: Examples of new launches with added vitamins/minerals, 2019-20
- Added health benefits give room for premiumisation
- Naked offers less sugar and added health benefits at once
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- Figure 78: Naked Lean range, 2020
- Innocent extends its Super Smoothie range
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- Figure 79: Innocent Super Smoothie range, 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Brands Covered
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