Table of Contents
Issues in the Market
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- Definitions
- Abbreviations
Future Opportunities
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- How to win mothers and influence them
- Taking customisation a step further
Market in Brief
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- A rare example of a market benefiting from a recession
- But without greater premiumisation the market will stagnate
- Innovation can drive growth but needs to be managed carefully
Internal Market Environment
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- Key points
- The increasing premiumisation of soft drinks…
- …is cut short by the economic downturn
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- Figure 1: Agreement with attitude statements on shopping, 2005-09
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- Figure 2: Spend per capita on UK soft drinks, 2003-08
- Prices of raw costs soar…
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- Figure 3: Month-on-month Retail prices Index (RPI) change for UK soft drinks, January 2009-May 2010
- Double concentrates provides ‘more value’
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- Figure 4: Own-label double concentrates introduced, April 2008-April 2010
- Bad summers affect some soft drinks more than others
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- Figure 5: How seasonality affects cordials compared to bottled water, 2006-09
- Health takes a back seat – but diet is still key
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- Figure 6: Agreement with attitude statements on diet/health, 2005-09
- Parents acting as gatekeepers
- Calories versus health
- Functionality is still important
Broader Market Environment
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- Key points
- Legislating for calories…
- … or should it be sweeteners?
- Economy likely to get worse, not better
- UK continues its shift to a ‘white collar’ dominated society
- A steadily ageing population puts an emphasis on health benefits
- Kids aged 5-9 to see a growth spurt
Competitive Context
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- Key points
- Soft drinks prove robust despite economic conditions
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- Figure 7: Percentage yearly growth in 2008 UK household spend, by selected category, in real value (based on 2005)
- From premium to value for money
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- Figure 8: Trends in penetration of soft drinks, by drink type, 2005-09
- Squash is able to re-engage with its customer base
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- Figure 9: Usage and frequency of fruit squashes and cordials, 2005-09
- ‘Full-fat’ soft drinks are now comfortably in the minority
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- Figure 10: The proportion of soft drinks which are low-calorie/ no added sugar and ‘standard’
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Going natural
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- Figure 11: Claims made about new Innovations in the cordials and squashes market, May 2008-April 2010
- New flavours consist of the old classics
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- Figure 12: New Innovations in the cordials and squashes market, by flavour (incl. blend), May 2008-April 2010
Market Value and Forecast
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- Key points
- Market sees slow value growth
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- Figure 13: Volume and value sales forecast for the total squash/cordial market, 2005-15
- Steadily accumulating value in take-home
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- Figure 14: Volume and value sales forecast for the total take-home squash/cordial market, 2005-15
- A small uplift in on-premise but plenty of growth potential
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- Figure 15: Volume and value sales forecast for the total on-premise squash/cordial market, 2005-15
Segment Performance
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- Key points
- Squash hits its peak in 2009
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- Figure 16: Forecast for take-home volume and value sales of the squash market, 2005-15
- Cordials in arrested development
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- Figure 17: Forecast for take-home volume and value sales of the cordials market, 2005-15
Market Share
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- Key points
- Robinsons increases its dominance
- Own-label cashes in
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- Figure 18: Trends for value sales of squash/cordial brands in the take-home sector, 2007-09
Companies and Products
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- Key points
- Britvic
- Coca-Cola
- GlaxoSmithKline
- Nichols
- Princes
Brand Elements
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- Key points
- Brand map
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- Figure 19: Attitudes towards and purchase of cordial and squash brands, May 2010
- Brand qualities of cordial and squash brands
- Traditional old favourites lead the pack
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- Figure 20: Personalities of various cordial and squash brands, May 2010
- Experience of cordial and squash brands
- Robinsons and Ribena most popular
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- Figure 21: Consumer purchase of various cordial and squash brands, May 2010
- Brand consideration for cordial and squash brands
- Rose’s, Ocean Spray, Bottlegreen most considered
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- Figure 22: Consideration of various cordial and squash brands, May 2010
- Brand satisfaction for cordial and squash brands
- Robinsons top performer, Bottlegreen could do better
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- Figure 23: Satisfaction with various cordial and squash brands, May 2010
- Brand commitment to cordial and squash brands
- Robinsons has loyal fans
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- Figure 24: Commitment to various cordial and squash brands, May 2010
- Brand intentions for cordial and squash brands
- Robinsons retains most custom, Bottlegreen tailing off
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- Figure 25: Future purchase intentions for various cordial and squash brands, May 2010
- Brand recommendation for cordial and squash brands
- Robinsons and Ribena most recommended
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- Figure 26: Recommendation of various cordial and squash brands, May 2010
- Ribena
- What the consumer thinks
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- Figure 27: Attitudes towards the Ribena brand, May 2010
- Bottlegreen
- What the consumer thinks
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- Figure 28: Attitudes towards the bottlegreen brand, May 2010
- Vimto
- What the consumer thinks
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- Figure 29: Attitudes towards the Vimto brand, May 2010
- Robinsons
- What the consumer thinks
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- Figure 30: Attitudes towards the Robinsons brand, May 2010
Channels to Market
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- Key points
- Size increasingly matters
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- Figure 31: Trends for values sales of the squash and cordial market, by off-trade retail channel, 2005-09
- Growth opportunity in on-trade
Brand Communication and Promotion
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- Key points
- Aiming to capitalise on recessionary window of opportunity
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- Figure 32: Spend per year on above-the-line advertising for cordials and squashes, 2005-09
- Promotional activity for brand leaders
- Cordials have to be very targeted
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- Figure 33: Media advertising expenditure on squashes and cordials, by brand, 2007-09
- Figure 34: Media advertising expenditure on squashes and cordials, by advertiser, 2007-09
Consumer Usage of Cordials/Squash
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- Key points
- Cordials/squash purchased by three quarters of the UK population
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- Figure 35: Types of soft drinks bought in the past 12 months, April 2010
- Mothers are the key target
- Consumption drops off post family lifestage
- Preference among young consumers
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- Figure 36: Buyers of different soft drinks in the past 12 months, indexed by demographics, April 2010
- That they last longer restricts frequency
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- Figure 37: Frequency of buying standard price/quality squash/cordials, compared to other soft drinks in the past 12 months, April 2010
- Value soft drinks hugely out-selling premium
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- Figure 38: Types and Price/quality of soft drinks bought in the past 12 months, by demographics, April 2010
- Cordials are not capitalising on the premium opportunity
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- Figure 39: Premium cordial/squash drinkers compared to other soft drink sub-categories, April 2010
- Converting more buyers from standard squash to premium cordials
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- Figure 40: Purchasing of standard, value and premium squash/cordials, April 2010
Consumer Purchase Drivers of Cordials/Squash
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- Key points
- About flavours and value, not branding
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- Figure 41: Main factors which influenced purchase of cordials/squash in the past 12 months, April 2010
- Women are especially pragmatic
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- Figure 42: Net difference in attitudes towards cordials/squash, by gender, April 2010
- Debate over whether own-label really is better value
- Flavours and value are the key points of difference over competitors
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- Figure 43: Most influential benefit in buying each soft drink, by main soft drink types, April 2010
- But consumers are choosing fruit juices/smoothies for health and quality
- Stealing greater share from bottled water
- Fizzy carbonates rely on style not substance
- Consumers given little reason to pay a premium for cordials
- Given tangible reasons to pay more, women like the idea of cordials
- Quality ingredients are the biggest selling point for cordial buyers
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- Figure 44: What influences buyers of premium cordial/squash compared to all cordial/squash buyers, April 2010
Consumer Attitudes Towards Cordials/Squash
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- Key points
- Consumers love being in control
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- Figure 45: Any agree with attitudes towards cordials/squash, April 2010
- Additives are a bigger issue than sugar
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- Figure 46: Net difference in attitudes towards cordials/squash, by gender, April 2010
- Long-lasting versus fresh
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- Figure 47: Attitudes of premium cordial/squash buyers compared to all cordial/squash buyers, April 2010
- Lack of familiarity is holding back double-strength…
- … as well as scepticism about whether they are really better value
Appendix
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- Consumer research
- Advertising data
- Focus groups
Appendix – Internal Market Environment
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- Figure 48: Attitudinal statements on shopping, by demographics, 2009
- Figure 49: Attitudinal statements on diet/health, by demographics, 2009
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- Figure 50: Trends in personal concerns, June 2009-April 2010
- Figure 51: Obesity and Overweight prevelance among children in England, 2001-08
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Appendix – Broader Market Environment
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- Figure 52: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
- Figure 53: Trends and projections in the UK population (000s), by age group, 2005-15
- Figure 54: Forecast adult population trends, by lifestage, 2005-15
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- Figure 55: Forecast adult population trends, by socio-economic group, 2005-15
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Appendix – Brand Communication and Promotion
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- Figure 56: Above-the-line media advertising expenditure on squashes and cordials, by advertisers, 2007-09
- Figure 57: Above-the-line media advertising expenditure on squashes and cordials, by brands, 2007-09
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Appendix – Consumer Usage of Cordials/Squash
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- Figure 58: Any buyers of cordials/squash compared to other soft drinks in the past 12 months, by demographics, April 2010
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- Figure 59: Buyers of standard squash/cordials and other key competitors in the past 12 months, by demographics, April 2010
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- Figure 60: Buyers of value squash/cordials and other key competitors in the past 12 months, by demographics, April 2010
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- Figure 61: Buyers of premium squash/cordials and other key competitors in the past 12 months, by demographics, April 2010
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Appendix – Consumer Purchase Drivers of Cordials/Squash
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- Figure 62: Key purchase drivers for buying squash/cordials in the past 12 months, by demographics, April 2010
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- Figure 63: Secondary purchase drivers for buying squash/cordials in the past 12 months, by demographics, April 2010
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Appendix – Consumer Attitudes Towards Cordials/Squash
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- Figure 64: Main factors influencing choice of cordials/squash bought, by demographics, April 2010
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- Figure 65: Other factors influencing choice of cordials/squash bought, by demographics, April 2010
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- Figure 66: Other factors influencing choice of cordials/squash bought, by demographics, April 2010
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