Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Market size rationale
- Abbreviations
Insights and Opportunities
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- Adding value to the on-trade
- Bringing soft drinks to the older generation
Market in Brief
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- Value stripped from Irish soft drinks market
- Energy/sports drink segment still in growth
- Market increasingly dominated by off-trade sales, major suppliers
- Addressing economic, health and environmental concerns
- Health and regulations drive NPD
- Consumer targeting opportunities
Fast Forward Trends
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- Trend 1: Hyper-Parenting
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: An Inconvenient Fruit
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Health, diet and nutrition
- Rising interest in health among Irish consumers
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- Figure 1: Agreement with the statement ‘I should do more about my health’, NI and RoI, 2010
- Government and health lobby targets soft drinks
- Focus falls on sugar content
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- Figure 2: Agreement with the statement ‘I always look for the light/diet versions of food and drink’, NI and RoI, 2010
- Manufacturers respond with ‘healthier’ variants
- Scare stories highlight chemical content
- Clean labelling sweeps the soft drinks industry
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- Figure 3: Agreement with the statement ‘I am prepared to pay more for foods that don't contain artificial additives’, NI and RoI, 2005-10
- Functional soft drinks market continues to grow
- Recession causes a setback for the organic soft drinks market
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- Figure 4: Agreement with the statement ‘It's worth paying more for organic food’, NI and RoI, 2005-10
- Alcohol is increasingly demonised
- Manufacturers go green
Broader Market Environment
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- Key points
- Recession stifles premiumisation of soft drinks
- RoI faces continued economic hardship
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- Figure 5: Economic outlook, NI and RoI, 2008-10
- Some manufacturers struggle to stay afloat
- Global volatility hits soft drinks pricing
- Key youth market is leaving Ireland
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- Figure 6: Population, by age, RoI, 2006-41
- Figure 7: Population, by age, NI, 2008-58
- Regulation of soft drinks
- Nutrition labelling
- Health and functional claims
- Marketing of soft drinks to children
- High-caffeine energy drinks and children
- Soft drinks in schools
- Harnessing seasonality and sport
Competitive Context
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- Key points
- Consumers urged to replace alcohol with soft drinks
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- Figure 8: Agreement with selected lifestyle statements, NI and RoI, 2005-10
- Competition from hot drinks heats up
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- Figure 9: Consumers who have used selected types of hot drinks in the last 12 months, NI and RoI, 2010
- Milk marketing campaign targets Irish youth
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD activity is strong
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- Figure 10: Number of new soft drink launches, UK and Ireland, 2005-10
- Figure 11: Number of new soft drink launches – private label v branded, UK and Ireland, 2005-10
- Manufacturers stick to safe ground
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- Figure 12: Number of new soft drink launches, by launch type, UK and Ireland, 2005-10
- Bottles dominate soft drink packaging
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- Figure 13: New soft drink launches – top three packaging types, UK and Ireland, 2005-10
- Juices take over from carbonates as leading NPD sub-category
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- Figure 14: New soft drink launches – top ten sub-categories, UK and Ireland, 2005-10
- Health claims lead NPD
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- Figure 15: New soft drink launches – top ten claims, UK and Ireland, 2005-10
- Manufacturers clean up their labelling
- Children a focus of clean labelling
- Diet variants popular among launches
- Manufacturers go ‘natural’
- Offering functional extras to healthy consumers
- Premium activity holds up...
- ...locally made a popular claim...
- ... organic activity holds up too
- Limited editions add interest
- Manufacturers target consumers with competitions, sporting links
- Targeting ethical consumers
- Going retro
- New format stimulates energy market
Market Size and Forecast
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- Key points
- RoI’s economic woes deflate soft drinks’ value performance
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- Figure 16: Estimated total value sales of soft drinks – IoI, RoI and NI, 2006-16
- Volume sales of soft drinks continue to climb
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- Figure 17: Estimated total volume sales of soft drinks – IoI, RoI and NI, 2006-16
- Lucrative on-trade suffers
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- Figure 18: Soft drinks market value and volume – estimated share, by channel to market, IoI, 2010
- Competition increases in Irish retail markets
- On-trade sales diminish as consumers stay in
Market Segmentation
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- Key points
- Sales ‘sparkle’ for carbonate-heavy NI market
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- Figure 19: Segmentation of soft drinks market, by volume (%), RoI and NI, 2010
- Sports/energy drinks lead growth in RoI market
- NI market boosted by sports/energy drinks and cordial growth
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- Figure 20: Market segmentation of soft drinks, by value, RoI and NI, 2006-10
- Carbonates
- Fizz goes out of carbonated value sales
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- Figure 21: Estimated value sales of carbonated soft drinks* – IoI, RoI and NI, 2006-16
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- Figure 22: Estimated volume sales of carbonated drinks – IoI, RoI and NI, 2006-16
- Energy and sports drinks
- Energy drinks boost the soft drinks market
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- Figure 23: Estimated value sales of energy and sports drinks – IoI, RoI and NI, 2006-16
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- Figure 24: Estimated volume sales of energy and sports drinks – IoI, RoI and NI, 2006-16
- Bottled water
- A watered-down market as consumers turn to the tap
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- Figure 25: Estimated value sales of bottled water – IoI, RoI and NI, 2006-16
- Figure 26: Estimated volume sales of bottled water – IoI, RoI and NI, 2006-16
- Fruit juices and smoothies
- Recession hits premium juice categories
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- Figure 27: Estimated value sales of fruit juice and smoothies – IoI, RoI and NI, 2006-16
- Figure 28: Estimated volume sales of fruit juice and smoothies – IoI, RoI and NI, 2006-16
- Cordials
- Cost-conscious consumers rediscover concentrates
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- Figure 29: Estimated value sales of cordials and squashes – IoI, RoI and NI, 2006-16
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- Figure 30: Estimated volume sales of cordials and squashes – IoI, RoI and NI, 2006-16
Companies and Products
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- Key points
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- Figure 31: Key companies and brands supplying the RoI and NI soft drinks markets, 2011
- AG Barr
- Bottlegreen
- Britvic plc
- Coca-Cola
- GlaxoSmithKline
- Pepsi
- Red Bull
The Consumer – Consumption of Soft Drinks
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- Key points
- Higher uptake of ‘healthier’ soft drinks in RoI
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- Figure 32: Sub-categories of drinks drunk in the last 12 months, by demographics, RoI and NI, 2010
- Yogurt and milk drinks
- Dairy drinkers focus on the under-45s
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- Figure 33: Yogurt or milk drinks drunk in the last 12 months, RoI and NI, 2010
- Older consumers use yogurt drinks heavily
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- Figure 34: Frequency of use of yogurt drinks, RoI and NI, 2010
- Young consumers favour milk drinks
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- Figure 35: Frequency of use of milk drinks, RoI and NI, 2010
- Ready-to-drink fruit and vegetable juices and smoothies
- Women lead juice and smoothie consumption
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- Figure 36: Usage of fruit and vegetable juices and smoothies in the last 12 months, by gender, RoI and NI, 2010
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- Figure 37: Frequency of use of ready-to-drink fruit and vegetable juices and smoothies, RoI and NI, 2010
- Higher penetration for fruit juices and smoothies in RoI
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- Figure 38: Types of ready-to-drink juices consumers drink, RoI and NI, 2010
- Fruit squashes and cordials
- Women with small children use concentrates most often
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- Figure 39: Frequency of use of fruit squashes and cordials, RoI and NI, 2010
- Sugar-free leads in NI, regular cordials in RoI
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- Figure 40: Types of fruit squashes and cordials used, RoI and NI, 2010
- Colas
- Colas prove popular with young men
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- Figure 41: Consumption of cola, by gender and age, RoI and NI, 2010
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- Figure 42: Frequency of use of colas, RoI and NI, 2010
- Men opt for regular variants, women for diet/low calorie
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- Figure 43: Types of cola used, RoI and NI, 2010
- Fizzy and energy soft drinks
- Young men favour other carbonates and notably energy drinks
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- Figure 44: Fizzy and energy drinks (excluding cola) drunk in the last 12 months, RoI and NI, 2010
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- Figure 45: Consumers who have drunk energy drinks in the last 12 months, by gender and age, RoI and NI, 2010
- Heavy usage of fizzy drinks favours C2DEs, light usage ABC1s
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- Figure 46: Frequency of use of fizzy soft drinks (excluding cola), RoI and NI, 2010
- Young men in big households drive energy drink sales
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- Figure 47: Frequency of use of energy soft drinks (excluding cola), RoI and NI, 2010
- Orangeade a favourite with male workers
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- Figure 48: Flavours of fizzy and energy soft drinks used, RoI and NI, 2010
- Middle-aged women favour diet/low-calorie fizzy drinks
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- Figure 49: Types of fizzy and energy soft drinks used, RoI and NI, 2010
- Bottled mineral water
- Middle-aged women lead bottled water consumption
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- Figure 50: Frequency of use of bottled mineral water, RoI and NI, 2010
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- Figure 51: Consumption of bottled mineral water, RoI and NI, 2005-10
- Sparkling water taps into older, premium market
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- Figure 52: Types of bottled mineral water used, RoI and NI, 2010
- Flavoured water, herbal and premium soft drinks
- Heavy usage most common in NI for premium drinks
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- Figure 53: Frequency of use of flavoured water, herbal and premium soft drinks, RoI and NI, 2010
The Consumer – Attitudes Towards Soft Drinks
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- Key points
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- Figure 54: Agreement with statements relating to food and drink, RoI and NI, 2010
- Women show a healthier interest in ingredients
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- Figure 55: Agreement with the statement ‘I am eating more healthily than I have in the past’, by gender and socio-economic group, RoI and NI, 2010
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- Figure 56: Agreement with selected statements relating to health and appearance, by gender, RoI and NI, 2010
- Concerns about additives
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- Figure 57: Agreement with the statement ‘I read the labels on food to see what additives are in it’, by gender and age, RoI and NI, 2010
- Reluctance to buy GM foods
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- Figure 58: Agreement with the statement ‘I would never buy food that has been genetically modified’, RoI and NI, 2005-10
- Kids and their diets
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- Figure 59: Agreement with the statement ‘I wouldn’t let my children eat junk food’, by age range of children in household, RoI and NI, 2010
- Children more aware of health issues
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- Figure 60: Agreement with statements relating to health – 7-14s – UK, 2001-10
- Young women enjoy ‘naughty’ treats
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- Figure 61: Agreement with the statement ‘I like to treat myself to foods that are not good for me’, by gender, RoI and NI, 2010
- Experimentation rises among the over-25s
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- Figure 62: Agreement with the statement ‘I like to try out new food products’, by age, RoI and NI, 2010
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- Figure 63: Agreement with the statement ‘I like to try new recipes’, by age, RoI and NI, 2010
The Consumer – Target Groups
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- Key points
- RoI target groups
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- Figure 64: Consumer target groups, RoI, 2010
- Traditionalists
- Health-conscious
- Torn
- Energisers
- NI target groups
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- Figure 65: Consumer target groups, NI, 2010
- Indulgers
- Novelty Seekers
- Fizzy Pops
- Naturals
Appendix – The Consumer – Consumption
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- NI
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- Figure 66: Yogurt or milk drinks that have been drunk in the last 12 months, by demographics, NI, 2010
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- Figure 67: Frequency of use of yogurt drinks, by demographics, NI, 2010
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- Figure 68: Frequency of use of milk drinks, by demographics, NI, 2010
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- Figure 69: Frequency of use of ready-to-drink fruit and vegetable juices and smoothies, by demographics, NI, 2010
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- Figure 70: Types of ready-to-drink juices consumers drink, by demographics, NI, 2010
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- Figure 71: Frequency of use of fruit squashes and cordials, by demographics, NI, 2010
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- Figure 72: Type of fruit squashes and cordials used, by demographics, NI, 2010
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- Figure 73: Frequency of use of colas, by demographics, NI, 2010
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- Figure 74: Type of cola used, by demographics, NI, 2010
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- Figure 75: Use of fizzy and energy soft drinks in the last 12 months (excluding cola), by demographics, NI, 2010
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- Figure 76: Frequency of use of fizzy and energy soft drinks in the last 12 months (excluding cola), by demographics, NI, 2010
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- Figure 77: Frequency of use of fizzy soft drinks in the last 12 months (excluding cola), by demographics, NI, 2010
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- Figure 78: Frequency of use of energy soft drinks in the last 12 months (excluding cola), by demographics, NI, 2010
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- Figure 79: Types of fizzy and energy soft drinks used, by demographics, NI, 2010
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- Figure 80: Flavours of fizzy and energy soft drinks used, by demographics, NI, 2010
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- Figure 81: Frequency of use of bottled mineral water, by demographics, NI, 2010
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- Figure 82: Type of bottled mineral water used, by demographics, NI, 2010
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- Figure 83: Frequency of use of flavoured water, herbal and premium soft drinks, by demographics, NI, 2010
- RoI
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- Figure 84: Yogurt or milk drinks that have been drunk in the last 12 months, by demographics, RoI, 2010
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- Figure 85: Frequency of use of yogurt drinks, by demographics, RoI, 2010
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- Figure 86: Frequency of use of milk drinks, by demographics, RoI, 2010
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- Figure 87: Frequency of use of ready-to-drink fruit and vegetable juices and smoothies, by demographics, RoI, 2010
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- Figure 88: Types of ready-to-drink fruit and vegetable juices and smoothies consumers use, by demographics, RoI, 2010
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- Figure 89: Frequency of use of fruit squashes and cordials, by demographics, RoI, 2010
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- Figure 90: Types of fruit squashes and cordials used, by demographics, RoI, 2010
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- Figure 91: Frequency of use of colas, by demographics, RoI, 2010
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- Figure 92: Types of cola used, by demographics, RoI, 2010
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- Figure 93: Use of fizzy and energy soft drinks in the last 12 months (excluding cola), by demographics, RoI, 2010
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- Figure 94: Frequency of use of fizzy and energy soft drinks in the last 12 months (excluding cola), by demographics, RoI, 2010
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- Figure 95: Frequency of use of fizzy soft drinks in the last 12 months (excluding cola), by demographics, RoI, 2010
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- Figure 96: Frequency of use of energy soft drinks in the last 12 months (excluding cola), by demographics, RoI, 2010
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- Figure 97: Types of fizzy and energy soft drinks used, by demographics, RoI, 2010
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- Figure 98: Flavours of fizzy and energy soft drinks used, by demographics, RoI, 2010
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- Figure 99: Frequency of use of bottled mineral water, by demographics, RoI, 2010
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- Figure 100: Types of bottled mineral water used, by demographics, RoI, 2010
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- Figure 101: Frequency of use of flavoured water, herbal and premium soft drinks, by demographics, RoI, 2010
Appendix – The Consumer – Attitudes towards Soft Drinks
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- Figure 102: Agreement with lifestyle statements, by demographics, NI, 2010
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- Figure 103: Agreement with lifestyle statements, by demographics, RoI, 2010
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Appendix – The Consumer – Target Groups
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- NI consumer typology tables
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- Figure 104: NI consumer typologies, by agreement with attitudinal statements, 2010
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- Figure 105: NI consumer typologies, by drinks drunk in the last 12 months, 2010
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- Figure 106: NI consumer typologies, by demographics, 2010
- RoI consumer typology tables
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- Figure 107: RoI consumer typologies, by agreement with attitudinal statements, 2010
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- Figure 108: RoI consumer typologies, by drinks drunk in the last 12 months, 2010
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- Figure 109: RoI consumer typologies, by demographics, 2010
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