Table of Contents
Introduction
-
- Definition
- Excluded
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Market size and forecast for value sales for the UK total cordials/squash market, 2006-16
- Market factors
-
- Figure 2: Statements about shopping habits, 2007-11
- Companies, brands and innovation
-
- Figure 3: Market share in value sales for the squash/cordials take-home market, 2010
- The consumer
-
- Figure 4: Penetration of squash/cordial purchasing, by type, over the past six months, July 2011
-
- Figure 5: Factors most important to people when buying one squash/cordial brand over another, July 2011
- What we think
Issues in the Market
-
- Is the market over-reliant on a weak economy?
- Is this an investable market for UK soft drink companies?
- Has the industry segmented itself in a way which will maximise profits?
- Is the industry missing out on potential revenue from older consumers?
Future Opportunities
-
- Make it mine
- Transumers
Internal Market Environment
-
- Key points
- Prioritising value at the expense of other factors
- Health takes a back seat to price
-
- Figure 6: Agreement with selected lifestyle statements, 2007-11
- Brands have a greater need to justify their worth
- The rise of low calorie soft drinks
-
- Figure 7: Proportion of cordials/squash drinkers who drink sugar-free variants most often, 2007-11
- Squash/cordials rely on a summer seasonal uplift
-
- Figure 8: Trends for quarterly penetration of cordials/squash in past 12 months, 2006-10
- British provenance becomes a big selling point
Broader Market Environment
-
- Key points
- Economic growth is sluggish…
-
- Figure 9: The change in UK GDP at constant prices, Q1 2007-Q2 2011
- ... and consumer incomes are dramatically squeezed
-
- Figure 10: Year-on-year % change in average weekly earnings compared to inflation in the UK, January 2008-June 2011
- Inflation hits soft drink prices at the worst possible time
-
- Figure 11: Trends in annual inflation per quarter (measured in RPI) for soft drinks compared to all items, 2009 Q1 – 2011 Q2
- Changes in the UK social structure
-
- Figure 12: Forecast adult population trends, by socio-economic group, 2006-16
- Ageing population poses a challenge for the category
-
- Figure 13: Forecast adult population trends, by lifestage, 2006-16
Competitive Context
-
- Key points
- The decline in alcohol drinking opens up opportunities
-
- Figure 14: Sales of major UK drinks categories, 2006-10
- Energy drinks are the big winners as soft drink competition intensifies
-
- Figure 15: Drink types consumed in the past 12 months, 2007-11
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- 2011 sees double concentrate innovation take off
-
- Figure 16: The proportion of new product developments in the cordial/squash market which are double concentrate, January 2008-September 2011
- Natural and ethical claims are driving force behind NPD
-
- Figure 17: Top claims for new product developments in the Cordial/squash market January 2007-August 2011
- Orange replaces apple as top flavour in NPD in 2011
-
- Figure 18: New product developments in the cordial/squash market, by Flavour Component, January 2007-August 2011
- Smaller players experiment with off piste flavours
- Winter warmers
Market Size and Segmentation
-
- Key points
- Market builds towards the billion-pound mark
-
- Figure 19: Market size and forecast for the total UK cordials/squash market, in volume and value sales. 2006-16
- Figure 20: Market size and forecast for value sales for the UK total cordials/squash market, 2006-16
- Take home remains the engine of growth
-
- Figure 21: Volume and value sales for the UK take-home cordials/squash market, 2006-16
- On-premise can capitalise on changing nature of the pub market
-
- Figure 22: Volume and value sales for the UK on-premise cordials/squash market, 2006-16
- Forecast methodology
Market Share
-
- Key points
- Robinsons’ dominance of the market continues
-
- Figure 23: Trends for market share of the top 10 leading squash/cordial brands in the take-home channel, 2008-10
- Own-label’s large slice of the market is eroding
- … but value brands perform well
- bottlegreen shows the potential for a more premium segment
Companies and Products
-
- Key points
- Belvoir Fruit Farms
- Background
- Product range
- Recent activity
- bottlegreen/SHS
- Background
- Product range
- Recent activity
- Britvic
- Background
- Product range
- Recent activity
- Coca-Cola Enterprises (CCE)
- Background
- Product range
- GlaxoSmithKline
- Background
- Product range
- Recent activity
- Nichols
- Background
- Product range
- Recent activity
- Princes
- Background
- Product range
- Recent activity
Channels to Market
-
- Key points
- Multiples strengthen their hold on the market
-
- Figure 24: Value sales for cordials/squash, by channel, 2009-10
- The on-premise market benefits from shift in pub focus
Brand Research
-
- Brand map
-
- Figure 25: Attitudes towards and usage of cordial and squash brands, August 2011
- Brand attitudes
-
- Figure 26: Attitudes, by cordial and squash brand, August 2011
- Brand personality
-
- Figure 27: Cordial and squash brand personality – macro image, August 2011
-
- Figure 28: Cordial and squash brand personality – micro image, August 2011
- Correspondence analysis
- Brand experience
-
- Figure 29: Cordial and squash brand usage, August 2011
- Figure 30: Satisfaction with various cordial and squash brands, August 2011
-
- Figure 31: Consideration of cordial and squash brands, August 2011
-
- Figure 32: Consumer perceptions of current cordial and squash brand performance, August 2011
-
- Figure 33: Cordial and squash brand recommendation – Net Promoter Score, August 2011
- Brand index
-
- Figure 34: Cordial and squash brand index, August 2011
- Figure 35: Cordial and squash brand index vs. recommendation, August 2011
- Target group analysis
-
- Figure 36: Target groups, August 2011
-
- Figure 37: Cordial and squash brand usage, by target groups, August 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
-
- Key points
- Annual advertising spend rising steadily
-
- Figure 38: Topline advertisement spend in the UK Squashes and Cordials market, 2006/07-2010/11*
- Britvic invests heavily behind its new double concentrate
-
- Figure 39: Above-the-line advertising spend in the UK Squashes and Cordials market, by brand, 2008-11*
- Return of the Ribena berries helps push vitamin C message to mums
Consumer Usage
-
- Key points
- Consumers are drinking cordials/squash with increasing frequency…
-
- Figure 40: Frequency of usage of cordials/squashes, 2007-11
- Double concentrate proves a major success
-
- Figure 41: Penetration of squash/cordial purchasing, by type, over the past six months, July 2011
- Premium ranges have potential to unlock usage among the over-45s
-
- Figure 42: Factors worth paying more for in a soft drink, by demographics, December 2009
- 16-24s are comfortably the most regular consumers of squash/cordials
-
- Figure 43: Overall squash/cordial purchasing, by gender and age group, July 2011
-
- Figure 44: Average number of monthly occasions for drinking squash/cordials, by gender, age group and socio-economic group, 2011
- As kids fly the nest so squash/cordial purchasing diminishes
-
- Figure 45: Index of who people purchase squash/cordials for, by age, gender and presence of children in the household, July 2011
- A product that needs to address the needs of the whole family
-
- Figure 46: Who buyers of cordial/squash purchase the product for, July 2011
Consumer Purchase Drivers for Squash/Cordials
-
- Key points
- Flavour is key to purchase decisions
-
- Figure 47: Factors most important to people when buying one squash/cordial brand over another, July 2011
- Consumers pay attention to detail over ingredients
- Brands attract families
-
- Figure 48: Factors most important to people when buying one squash/cordial brand over another, for drinkers of squash/cordials with children, compared to drinkers without, July 2011
- Double concentrate is a threat to manufacturer brands
-
- Figure 49: Factors most important to people when buying one squash/cordial brand over another, for all drinkers of squash/cordials compared to drinkers of double concentrate, July 2011
Consumer Attitudes Towards Squash/Cordials
-
- Key points
- Plenty of positives to shout about
-
- Figure 50: Attitudes towards squash/cordial, July 2011
- The importance of being in control
- 16-24s more likely to perceive mixing as a “hassle factor”
- Families perceive squash as more good than bad for their family’s health
-
- Figure 51: Net difference in attitudes towards squash/cordial, people with and without children (aged under 16) in their household, July 2011
- Over-45s perceive health as more of a barrier
-
- Figure 52: Net difference in attitudes to squash/cordial, over-45s versus under-45s, July 2011
- Opportunities in polarising the market rather than claiming middle ground
Appendix – Internal Market Environment
-
-
- Figure 53: Agreement with selected lifestyle statements, by demographics, 2011
-
Appendix – Broader Market Environment
-
-
- Figure 54: PDI and consumer expenditure, at current and constant 2006 prices, 2006-16
- Figure 55: Population trends and projections, 2006-16
-
Appendix – Brand Research
-
-
- Figure 56: Brand usage, August 2011
- Figure 57: Brand commitment, August 2011
-
- Figure 58: Brand momentum, August 2011
- Figure 59: Brand diversity, August 2011
-
- Figure 60: Brand satisfaction, August 2011
- Figure 61: Brand recommendation, August 2011
-
- Figure 62: brand attitudes, August 2011
- Figure 63: Brand image – micro image, August 2011
-
- Figure 64: Brand image – micro image, August 2011
- Figure 65: Profile of target groups, by demographic, August 2011
-
- Figure 66: Psychographic segmentation, by target groups, August 2011
- Figure 67: Brand usage, by target group, August 2011
- Brand index
-
- Figure 68: Brand index, August 2011
-
Appendix – Brand Communication and Promotion
-
-
- Figure 69: Advertisement expenditure in the UK squashes and cordials market, by company, 2008-11*
-
Appendix – Consumer Usage
-
-
- Figure 70: Most popular types of cordials/squash bought in the past 6 months, by demographics, July 2011
-
- Figure 71: Next most popular types of cordials/squash bought in the past 6 months, by demographics, July 2011
-
- Figure 72: Who consumers bought squash/cordial for in the past six months, by demographics, July 2011
-
Appendix – Consumer Purchase Drivers for Squash/Cordials
-
-
- Figure 73: Most popular factors most important to people when buying one squash/cordial brand over another, by demographics, July 2011
-
- Figure 74: Next most popular factors most important to people when buying one squash/cordial brand over another, by demographics, July 2011
-
- Figure 75: Other factors most important to people when buying one squash/cordial brand over another, by demographics, July 2011
-
Appendix – Consumer Attitudes Towards Squash/Cordials
-
-
- Figure 76: Most popular attitudes towards squash/cordial, by demographics, July 2011
-
- Figure 77: Next most popular attitudes towards squash/cordial, by demographics, July 2011
-
- Figure 78: Attitudes towards squash/cordial, July 2011
-
Back to top