Table of Contents
Issues in the Market
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- Definitions
- Four key issues
Insights and Opportunities
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- Sustainability
- Fairtrade opportunity
- Added convenience
Fast Forward Trends
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- Binge On
- What we've seen
- What does it mean
- Eating With Purpose
- What we've seen
- What does it mean?
Market in Brief
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- Price deflation hampers growth
- Cordials forge ahead
- Aversion to additives
- A concentrated market
- A positive outlook
Internal Market Environment
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- Key points
- Health matters
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- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Additive aware
- …but prepared to accept preservatives and sweeteners
- Obesity and weight control
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- Figure 2: Current and projected levels of obesity among UK children, by age and gender, 2003 and 2010
- A functional future?
Broader Market Environment
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- Key points
- Hot summers drive sales
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- Figure 3: Average summer temperature and total number of sunshine hours in the UK*, 2002-07
- Advertising rules
- Population is ageing
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- Figure 4: UK population changes in age, 2002-12
- ...and upwardly mobile
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- Figure 5: UK Population changes by socio-economic group, 2002-12
- The labelling debate
Competitive Context
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- Key points
- Super fruits
- Taste advantage
- Product detachment
- Squashes and cordials in context
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- Figure 6: Competitive markets to squashes and cordials, 2008
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
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- Figure 7: UK launches of squashes and cordials by product claim and year, 2004-07
- NPD has seasonal bias
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- 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
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- Key points
- Market struggles to find growth
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- 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
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- Figure 11: Volume and value of total UK squash and cordial market, 2003-13
- Squash market to fall under the £400m mark
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- Figure 12: Volume and value of UK squash market, 2003-13
- Still niche but growing…
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- Figure 13: Volume and value of UK cordial market, 2003-13
- Factors used in the forecast
Segment Performance
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- Key points
- Squashes
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- Figure 14: Volume and value sales of squashes, 2003-08
- Volume
- Value
- No added sugar continues to grow
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- Figure 15: Volume sales of squashes by type, 2006-07
- Blends take increasing share
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- Figure 16: Volume sales of squashes by flavour, 2006-07
- Cordials
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- Figure 17: Volume and value sales of cordials, 2003-08
- Volume
- Value
- Elderflower is favourite cordial
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- Figure 18: Volume sales of cordials by flavour, 2006-07
Market Share
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- Key points
- Robinsons take largest share
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- 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
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- Squashes
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- Figure 20: Price per litre of squash brands, 2008
- Cordials
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- Figure 21: Price per litre of cordials, 2008
Companies and Products
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- Company profiles
- Brand map of manufacturers and brands
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- 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
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- Brand map
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- Figure 23: Attitudes and usage of cordial brands, May 2008
- Robinsons
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Robinsons brand, May 2008
- Rocks Organic
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Rocks Organic brand, May 2008
- Ribena
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the Ribena brand, May 2008
- Vimto
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Vimto brand, May 2008
- Ocean Spray
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 28: Attitudes towards the Ocean Spray brand, May 2008
- Rose’s
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 29: Attitudes towards the Rose’s brand, May 2008
- Brand qualities of cordial brands
- Ribena and Vimto tops for fun
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- Figure 30: Consumer usage of various cordial brands, May 2008
- Experience of cordial brands
- Robinsons the everyday favourite
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- Figure 31: Consumer usage of various cordial brands, May 2008
- Brand intentions for cordial brands
- Information key to cordial consideration
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- Figure 32: Consideration of various cordial brands, May 2008
- Brand momentum for cordial brands
- Robinsons, Ocean Spray, Ribena highest momentum
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- Figure 33: Momentum of various cordial brands, May 2008
- Brand satisfaction for cordial brands
- Robinson’s most satisfying, but Rocks Organics on the rocks
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- Figure 34: Satisfaction of various cordial brands, May 2008
- Brand commitment to cordial brands
- Robinsons has best commitment, but Ribena worth more
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- Figure 35: Commitment to various cordial brands, May 2008
- Round up
Brand Communication and Promotion
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- Key points
- Ad spend dips
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- Figure 36: Main monitored media spend on cordials*, 2004-07
- GSK dominates
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- Figure 37: Main monitored media advertising expenditure on squashes/cordials, by leading advertisers, 2004-07
- Seasonality
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- Figure 38: Main monitored media spend on cordials, 2006-08
Channels to Market
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- Key points
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- Figure 39: Distribution of squashes and cordials, 2005-07
- Grocery multiples dominate supply
- Co-ops and independents lose out
Consumer – Who: Usage and Frequency?
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- Key points
- Consumption of cordial/squash
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- Figure 40: Trends for frequency of fruit cordial/squash drinking, 2003-07
- Heavy users remain loyal
- Usage decreases with age
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- Figure 41: Frequency of consumption of fruit squashes and cordials
- Usage and health
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- 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
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- Key points
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- Figure 43: In-home drinking habits of children and teenagers
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- Figure 44: Drinks drunk by 11-25-year-olds once a week, March 2008
- Hydration and health
- Squash gets squeezed out
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- 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
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- Key points
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- 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
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- Figure 47: Average mean age of respondents, March 2008
Appendix
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- Abbreviations
Appendix – Internal Market Environment
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- Figure 48: Agreement with selected lifestyle statements, by demographic sub-group, 2007
- Figure 49: Agreement with selected lifestyle statements, by demographic sub-group, 2007
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- Figure 50: Agreement with selected lifestyle statements, by demographic sub-group, 2007
- Figure 51: Agreement with selected lifestyle statements, by demographic sub-group, 2007
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Appendix – Consumer – Who: Usage and Frequency: Detailed Demographics
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- Figure 52: Frequency of drinking fruit squashes/cordials (in past 12 months) by demographics, 2007
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- Figure 53: Type of fruit cordial/squash that consumers drink most by demographics, 2007
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Appendix – The Consumer – Children Drinking Habits: Detailed Demographics
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- Figure 54: Drinks drunk by 11-25-year-olds once a week, March 2008
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- Figure 55: Drinks drunk by 11-25-year-olds once a week, March 2008
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- Figure 56: Drinks drunk by 11-25-year-olds once a week, March 2008
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Appendix – The Consumer – Attitudes and Motivations: Detailed Demographics
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- Figure 57: Attitudes to dilutable drinks, by detailed demographics, March 2008
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- Figure 58: Attitudes to dilutable drinks, by detailed demographics, March 2008
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- Figure 59: Attitudes to dilutable drinks, by detailed demographics, March 2008
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