Table of Contents
Issues in the Market
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- Definition
- Abbreviations
Future Opportunities
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- Authenticity through local community
- Relax and smell the roses
- Purity of these products gives them a natural positioning
Market in Brief
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- A market of great potential
- What consumers will pay more for
- Targeting mealtime occasions is key
- Market forecasted to grow healthily
Internal Market Environment
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- Key points
- A drive towards premiumisation
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- Figure 1: Trends for statement on premium spending, 2005-09
- What has the economic downturn meant for premiumisation?
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- Figure 2: Changing grocery shopping habits, Jan 09-Oct 09
- Health remains a key driver
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- Figure 3: Trends in statements on health/diet, 2005-09
- Health messages slowly changing drinking culture
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- Figure 4: Alcohol consumption trends, 2005-09
- Locality increasingly seen as more authentic
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- Figure 5: Trend in statement on British provenance, 2005-09
- The increasing importance of the in-home market
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- Figure 6: Drinking trends, 2005-09
- Capitalising on nation’s love affair with food
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- Figure 7: Proportion who cook from scratch and how this has changed over the past year, December 2009
- Some soft drinks are more premium than others
Broader Market Environment
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- Key points
- Legislation
- A forced shift from kids to adults
- Health benefits under the spotlight
- On-trade legislation works in soft drinks favour
- Increasing importance of the grey pound
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- Figure 8: Total population, by age, 2004-14
- Societal changes underpin rise in premiumisation
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- Figure 9: Changes in UK adult population, by socio-economic group, 2004-14
- Signs of a (slow) economic recovery
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- Figure 10: UK Consumer Confidence Index, January 2007-November 2009
Competitive Context
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- Key points
- An increasingly competitive market
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- Figure 11: Trends in penetration of non alcoholic drinks, by drink type, 2005-09
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- Figure 12: Trends in consumption and spend on soft drinks, 2003-08
- Carbonated soft drinks are getting healthier
- Recession changes dynamics of soft drinks market
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- Figure 13: Changes in penetration of non-alcoholic drinks, pre- and post- economic downturn, by drink type, 2005-09
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Flavours get more adventurous
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- Figure 14: Trends for flavour component of fruit/still drinks, 2006-09
- Fentimans courts curiosity
- Premium in a can
- Premium mixer
- New releases in 2009
Market Size and Forecast
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- Key points
- Market proves its resilience despite the recession
- Market has plenty more potential to grow
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- Figure 15: Value and volume sales of the premium soft drinks market, 2004-14
- Factors used in the forecast
Channels to Market
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- Key points
- Off-trade drives majority of sales...
- ... but pubs represent an opportunity
- Steadily growing their supermarket shelf-space
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- Figure 16: Trends in online supermarket activity for premium soft drinks, December 2007-November 2009
- However, discounting is being used with more frequency
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- Figure 17: Trends in online supermarket discounting for premium soft drinks, December 2007-November 2009
- Consumers prefer a big, weekly shop
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- Figure 18: Consumer food shopping habits, September 2009
Companies and Products
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- Key points
- Belvoir Fruit Farm
- Bottlegreen Drinks Company
- Britvic
- Clives Fruit Farm
- Coca-Cola
- Duchy Originals
- Ella Drinks Limited
- Feel Good Drinks
- Shloer (SHS)
- Thorncroft
Brand Communication and Promotion
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- Key points
- Adspend predominantly below-the-line
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- Figure 19: Premium soft drinks adspend, 2007-09*
- Appletiser invest the most in 2009
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- Figure 20: Premium soft drinks adspend, by brand, 2007-09*
- Primarily print
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- Figure 21: Premium soft drinks adspend by media type, 2007-09*
Consumer Usage
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- Key points
- Awareness is a problem
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- Figure 22: How many drinks in the premium soft drinks market people are aware of, December 2009
- Only Shloer and Appletiser stand out
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- Figure 23: Usage and awareness of selected premium soft drinks over the past year, December 2009
- Premium soft drinks too often go unnoticed in supermarkets
- Highlighting premium soft drinks as an alternative to alcohol
- A chance to appeal more to an older audience
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- Figure 24: Penetration of premium soft drinks in the past year, by key demographics, December 2009
- Has the recession helped increase frequency of usage?
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- Figure 25: Trends in frequency of drinking flavoured water, herbal and premium soft drinks, 2005-09
Consumer Attitudes – Drinking Occasions
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- Key points
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- Figure 26: Which occasions people are most likely to buy a soft drink, December 2009
- Seeking an alternative to alcohol
- Mealtimes is key to increasing frequency of usage
- Targeting separate occasions for women and men
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- Figure 27: Net difference* between female and male preferred soft drinking occasions, December 2009
Consumer Attitudes – Reasons to Pay More for a Soft Drink
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- Key points
- People will pay a premium for health
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- Figure 28: Which occasions people are most likely to buy a soft drink, December 2009
- Women attracted by the drink’s inner qualities
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- Figure 29: Net difference* between qualities women and men would pay more for in a soft drink, December 2009
- Appeal to older people needs to be converted into sales
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- Figure 30: Index for which qualities in soft drinks 45+ would pay more for, December 2009
Targeting Opportunities
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- Key points
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- Figure 31: Premium soft drinks attitudinal groups, December 2009
- Self Indulgers
- Safety First
- Price Led
- Bare Necessities
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- Figure 32: Premium soft drinks attitudinal groups, by statements they agree with, December 2009
Appendix
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- Consumer research
- ACORN
- Advertising data
Appendix – Broader Market Environment
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- Figure 33: Trends in PDI and consumer expenditure, 2004-14
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Appendix – Consumer Usage
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- Figure 34: Usage and awareness of Shloer, by demographics, December 2009
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- Figure 35: Usage and awareness of Fentimans, by demographics, December 2009
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- Figure 36: Usage and awareness of Feel Good Drinks Company, by demographics, December 2009
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- Figure 37: Usage and awareness of Bottlegreen, by demographics, December 2009
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- Figure 38: Usage and awareness of Belvoir, by demographics, December 2009
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- Figure 39: Usage and awareness of Appletiser (including Peartiser), by demographics, December 2009
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Appendix – Drinking Occasions
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- Figure 40: Occasions that consumers are most likely to buy soft drinks, by demographics, December 2009
- Figure 41: Occasions that consumers are most likely to buy soft drinks, by demographics, December 2009 (continued)
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Appendix – Reasons to Pay More for a Soft Drink
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- Figure 42: Factors for worth paying more for a soft drink, by demographics, December 2009
- Figure 43: Factors for worth paying more for a soft drink, by demographics, December 2009 (continued)
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- Figure 44: Factors for worth paying more for a soft drink, by demographics, December 2009 (continued)
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Appendix – Targeting Opportunities
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- Figure 45: Premium soft drink attitudinal groups, by demographics, December 2009
- Figure 46: Premium soft drink attitudinal groups, by occasions when they buy a soft drink, December 2009
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- Figure 47: Premium soft drinks attitudinal groups, by which factors they think it is worth paying more for when they buy a soft drink, December 2009
- Figure 48: Premium soft drinks attitudinal groups’ awareness and penetration of premium and standard soft drinks
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