Table of Contents
Executive Summary
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- Impact of COVID-19 on cordials and squashes
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on the cordials and squashes market, 23 March 2021
- The market
- Sales fall in 2020 as on-trade feels the effects of COVID-19
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- Figure 2: Market size for cordials and squashes, 2015-25 (prepared on 23 March 2021)
- The market will enjoy a rapid rebound
- Retail sales benefit from on-trade closures and more time at home
- Income squeeze puts pressure on spending
- Fall in number of children brings headwinds to the market
- Companies and brands
- Robinsons continues to lead the market
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- Figure 3: Leading brands’ value shares in the UK retail cordials and squashes market, 2020/21*
- Various brands push functional health benefits
- Suntory leads advertising with Ribena; aiming to cultivate an artisan image
- Robinsons leads on trust, quality and innovation; Belvoir and Bottlegreen on sophistication and style
- The consumer
- 79% drink cordials/squash; usage skewed towards the young
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- Figure 4: Frequency of drinking types of cordials and squashes, November 2020
- At home is the most popular place to drink cordial/squash
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- Figure 5: When cordials and squashes are drunk, November 2020
- Naturalness is a priority for cordials/squash buyers
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- Figure 6: Interest in factors when buying cordials and squashes, November 2020
- Emphasising immunity support would help manufacturers stand out
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- Figure 7: Interest in cordials/squashes with health benefits, November 2020
- Promotions remain an incentive to switching
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- Figure 8: Behaviours related to cordials/squashes, November 2020
- Cordials/squashes should push environmental credentials; stand to benefit from alcohol moderation trend
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- Figure 9: Attitudes towards cordials/squashes, November 2020
Issues and Insights
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- Emphasising immunity support would help manufacturers stand out in the wake of COVID-19
- Cordials/squashes should push environmental credentials
- Moderation trend should benefit cordials/squashes
- Opportunities to push cocktails and food pairings for cordials/squashes
The Market – Key Takeaways
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- Sales fall in 2020 as on-trade feels the effects of COVID-19
- The market will enjoy a rapid rebound
- Retail sales benefit from on-trade closures
- Income squeeze puts pressure on finances
- Fall in number of children brings headwinds to the market
Market Size and Forecast
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- Impact of COVID-19 on cordials and squashes
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on the cordials and squashes market, 23 March 2021
- Sales fall in 2020 as on-trade feels the effects of COVID-19
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- Figure 11: Market size for cordials and squashes, 2015-25 (prepared on 23 March 2021)
- The market will enjoy a rapid rebound
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- Figure 12: Market size for cordials and squashes, 2015-25 (prepared on 23 March 2021)
- Market drivers and assumptions
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- Figure 13: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 23 March 2021)
- Learnings from the last recession
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- Figure 14: Value sales of cordials and squashes, 2007-12
- Forecast methodology
Channels to Market
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- Retail sales benefit from on-trade closures, stay-at-home orders and cautious spending
- On-trade sales hit during COVID-19 outbreak
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- Figure 15: Value sales of cordials and squashes in the on- and off-trade, 2015-20
Market Drivers
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- Income squeeze puts pressure on finances…
- …further fuelling alcohol reduction trend
- Brexit has limited impact on cordials and squashes
- Fall in number of children brings headwinds to the market
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- Figure 16: Trends in the age structure of the UK population, 2015-20 and 2020-25
Companies and Brands – Key Takeaways
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- Robinsons continues to lead the market
- Various brands push functional health benefits
- Suntory leads advertising with Ribena; aiming to cultivate an artisan image
- Robinsons leads on trust, quality and innovation; Belvoir and Bottlegreen on sophistication and style
Market Share
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- Robinsons continues to lead
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- Figure 17: Leading brands’ value sales and share in the UK retail cordials and squashes market, 2018/19-2020/21
- Vimto sees fastest growth; Ribena bounces back
- Own-label performs well
Launch Activity and Innovation
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- Vimto offers refills at Asda store
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- Figure 18: Ribena references recycled plastic on front of pack, 2021
- Various brands push functional health benefits
- Capri-Sun enters the category with functional squashes
- Other brands also look to functionality
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- Figure 19: Ocean Spray and Robinsons launch fortified versions, 2020
- Ribena moves into botanicals and redesigns core range
- Ribena targets those trading up with botanicals launch
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- Figure 20: Ribena launches premium cordials line, 2020
- Core Ribena range receives redesign
- Premium launches continue to mine production, provenance and ingredients
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- Figure 21: NPD referencing production methods or ingredients, 2019/20
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- Figure 22: Premium NPD highlighting production methods/ingredients in cordials/squashes, 2020
- Value ranges rebrand
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- Figure 23: Own-labels rename/relaunch products, 2020
- Belvoir and Squash’d update their designs
- Belvoir rebrands to Belvoir Farms
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- Figure 24: Belvoir Fruit Farms rebrands to Belvoir Farms, 2021
- New look for Robinsons Squash’d
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- Figure 25: Robinsons updates the packaging of Squash’d, 2020
- Seasonal NPD looks to extend usage beyond warmer months
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- Figure 26: Seasonal NPD in cordials/squashes, 2020
Advertising and Marketing Activity
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- Advertisers increase spend in 2020
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- Figure 27: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by media, 2019 and 2020 (sorted by 2020)
- Suntory is the leading advertiser
- 2019-20 marketing aims to cultivate an artisan image for Ribena
- Ribena offers meditative escapism through film shorts
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- Figure 28: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by advertiser, 2019 and 2020 (sorted by 2020)
- Britvic supports Robinsons Fruit Creations
- Robinsons offers daily craft projects
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 29: Attitudes towards and usage of selected brands, January 2021
- Key brand metrics
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- Figure 30: Key metrics for selected brands, January 2021
- Brand attitudes: Robinsons is most widely seen as offering good value
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- Figure 31: Attitudes, by brand, January 2021
- Brand personality: Robinsons and Ribena lead on accessibility, Belvoir and Bottlegreen on exclusivity
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- Figure 32: Brand personality – macro image, January 2021
- Belvoir and Bottlegreen stand out on associations with sophistication and style
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- Figure 33: Brand personality – micro image, January 2021
- Brand analysis
- Robinsons leads on trust, quality and innovation
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- Figure 34: User profile of Robinsons, January 2021
- Belvoir is seen most widely as a connoisseur brand
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- Figure 35: User profile of Belvoir, January 2021
- Bottlegreen scores better than most on being stylish, sophisticated and special
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- Figure 36: User profile of Bottlegreen, January 2021
- Ribena is seen to be delicious by almost a third
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- Figure 37: User profile of Ribena, January 2021
- Vimto is seen to be the brand least worth paying more for
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- Figure 38: User profile of Vimto, January 2021
The Consumer – Key Takeaways
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- Health becomes more of a priority in the wake of the pandemic
- Moderation trend should benefit cordials/squashes
- Sustainability rises on consumers’ radars
- Promotions remain an incentive to switching
Impact of COVID-19 on Consumer Behaviour
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- On-trade closures see many occasions lost
- Lockdowns/restrictions stop on-premise sales
- Dining out and holidays are leisure activities people look forward to most
- Health becomes more of a priority in the wake of the pandemic
- Sustainability rises on consumers’ radars
- One in four say environment is a higher priority
- Keen spotlight on packaging
Usage
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- 79% drink cordials/squash; over half drink more than three types
- Families and higher-income households more likely to drink cordials/squashes
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- Figure 39: Repertoires of types of cordials and squashes drunk, November 2020
- Standard squash is drunk most frequently
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- Figure 40: Frequency of drinking types of cordials and squashes, November 2020
- No-added-sugar versions are the most popular
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- Figure 41: Usage of no-added-sugar and regular cordials and squashes, November 2020
Where Cordials/Squashes Are Drunk
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- At home is the most popular place to drink cordial/squash
- Squash and cordials have traditionally been homebound
- Refill trend holds potential for out-of-home usage
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- Figure 42: When cordials and squashes are drunk, November 2020
Interest in Cordial/Squash Concepts
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- Health is a priority as people look for naturalness…
- …added vitamins/minerals also appeal
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- Figure 43: Interest in factors when buying cordials and squashes, November 2020
- Flavour innovation – exotic, seasonal and botanical – would interest minority
- Exotic flavours interest one in three
- Seasonal and botanical flavours appeal to a minority
- A lack of alcohol-inspired flavours
- Smaller formats encourage trial
Desired Health Benefits
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- Emphasising immunity support would help manufacturers stand out
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- Figure 44: Interest in cordials/squashes with health benefits, November 2020
- 22% want cordials/squashes to help them relax/de-stress…
- …but 28% look for energy
Cordials and Squashes Behaviours
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- Promotions remain an incentive to switching…
- …but there is room for added-value propositions
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- Figure 45: Behaviours related to cordials/squashes, November 2020
- Opportunities to push cocktails and food pairings for cordials/squashes
Attitudes towards Cordials and Squashes
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- Cordials/squashes should push environmental credentials
- Nearly half of users are unaware of category’s green credentials
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- Figure 46: Attitudes towards cordials/squashes, November 2020
- Packaging and ingredients can lend standout for individual operators
- Refills hold future potential
- Moderation trend should benefit cordials/squashes
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 47: UK value sales of cordials and squashes, best- and worst-case forecast, 2020-25
Appendix – Market Share
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- Figure 48: Leading manufacturers’ sales and share in the UK retail cordials and squashes market, 2018/19-2020/21
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