Table of Contents
Introduction
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- Definition
- Excluded
- Abbreviations
Executive Summary
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- The market
- Forecasts
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- Figure 1: Total UK value sales of squash and cordial, 2007-17
- Figure 2: Total UK volume sales of squash and cordials, 2007-17
- Market factors
- Wet summer weather impacts soft drink sales
- Olympics fever fails to improve consumer confidence
- Companies, brands and innovation
- Robinsons leads the market but is outperformed by Ribena and Vimto
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- Figure 3: Brand shares in value sales of squashes and cordials in the off-trade, 2011
- Double-strength squash NPD quadruples between 2010 and 2011
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- Figure 4: Share of new double-strength/ double-concentrate* launches within total squash/ cordial NPD, 2009-11
- Ribena holds the lead position in adspend
- Consumer
- Two in five users drink squashes and cordials at least once a day
- Standard squash is most typically drunk format but two fifths of adults have used double concentrate
- Squash is viewed as good value and healthy
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- Figure 5: Perceptions of squash and cordial, July 2012
- NPD opportunities lie in exotic flavours and health
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- Figure 6: Attitudes towards buying squash/cordial, July 2012
- Squashes are deemed healthier but less of a treat than fizzy drinks
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- Figure 7: Attitudes towards squashes and cordials, July 2012
- What we think
Issues in the Market
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- How can manufacturers progress from the double-strength concept?
- Which NPD areas offer potential in squash?
- What NPD areas can manufacturers explore to engage the growing over-65s population?
- How can premium cordial manufacturers encourage usage?
Trend Application
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- Trend: Never Say Die
- Trend: Play Ethic
- 2015 Trend: East Meets West
Market Environment
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- Key points
- Wettest summer in 100 years hits sales of soft drinks in 2012
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- Figure 8: Average UK summer rainfall, 2007-12*
- Consumer confidence remains low in 2012 despite Olympics
- Older generation set for rapid growth
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- Figure 9: Projected trends in population growth, by age, 2012-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD in squashes edges up but a record high is expected in 2012
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- Figure 10: Share of new squash and cordial product launches in NPD in the UK non-alcoholic drinks market*, 2008-11
- Own-label ramps up NPD
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- Figure 11: Share of new launches in the squash and cordials market, by own-label and brands, 2009-11
- Figure 12: Share of new product launches within the UK squash and cordials market, by company (top ten), 2009-11
- Share of double-strength squash in NPD quadruples between 2010 and 2011
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- Figure 13: Share of new double-strength/ double-concentrate* launches within total squash/ cordial NPD, 2009-11
- Asda jumps into activity in 2011 as Tesco goes retro
- Britvic takes Robinsons into the double-strength sector
- Five Valleys brings upmarket cordials to market
- Portability and powder inspire alternative innovation ideas
Market Size and Forecast
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- Key points
- Value growth edges up but volumes tumble
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- Figure 14: Total UK value and volume sales of squashes and cordials, 2007-17
- 2012 sees volumes fall further
- The future of the squash and cordials market
- Market forecasts
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- Figure 15: Total UK value sales of squashes and cordials (including on-premise), 2007-17
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- Figure 16: Total UK volume sales of squashes and cordials (including on-premise), 2007-17
- Forecast methodology
Market Segmentation
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- Key points
- Take-home channel continues to gain share over 2010-11
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- Figure 17: UK value and volume sales of squashes and cordials, by sector, 2009-11
- Take-home
- On-premise
Market Share
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- Key points
- Robinsons leads the market as NPD lifts Ribena sales
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- Figure 18: Brand shares in off-trade value sales of squashes and cordials, 2011
- Figure 19: Brand shares in off-trade value sales of squashes and cordials, 2009-11
- Figure 20: Brand shares in off-trade value sales of squashes and cordials, MAT until June 2012
- Vimto records impressive 11% growth
- Bottlegreen and Belvoir prove there is demand for premium cordials
- Own-label maintains its share of the market
Companies and Products
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- Belvoir Fruit Farms
- Company overview
- Product range
- Recent activity
- Bottlegreen Drinks
- Company overview
- Product range
- Recent activity
- Britvic Soft Drinks
- Company overview
- Product range
- Recent activity
- Coca-Cola Enterprises
- Company overview
- Product range
- GlaxoSmithKline
- Company overview
- Product range
- Recent activity
- Nichols
- Company overview
- Product range
- Recent activity
Brand Communication and Promotion
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- Key points
- Total adspend is unchanged in 2011
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- Figure 21: Total advertising expenditure in the cordials and squashes market, January 2008-December 2011
- Ribena’s provenance push helps GSK remain biggest spender
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- Figure 22: Total advertising expenditure in the cordials and squashes market, by top five companies, 2008-11
- Britvic ups spend by 55% to support Double Concentrate launch
- Bottlegreen eyes stronger winter sales with print campaign
Channels to Market
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- Key points
- Multiples increase their share
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- Figure 23: UK value sales of squash and cordial, by channel, 2009-11
- On-premise sales edge up
Consumer – Usage of Squashes and Cordials
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- Key points
- Two in three people use squash/cordials
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- Figure 24: Usage of fruit squashes and cordials in the last 12 months, 2008-12
- The large minority of adults drink squash/cordial once a day
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- Figure 25: Frequency of drinking fruit squashes and cordials in the last 12 months, 2008-12
- Standard squash is most typically drunk format but two fifths of adults have used double concentrate
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- Figure 26: Types of squash/cordial drunk, July 2012
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- Figure 27: Usage of standard squash and double-concentrate squash, by presence of children in household, July 2012
- Little difference between male and female usage habits
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- Figure 28: Usage of top six most used squash/cordial types, by gender, July 2012
- Just one in ten use premium cordial
Consumer Perceptions of Squash and Cordial
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- Key points
- Squash is viewed as good value and healthy
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- Figure 29: Perceptions of squash and cordial, July 2012
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- Figure 30: Perceptions of squash and cordial, July 2012
- Fizzy drinks are more likely to be deemed family-friendly than premium cordials
- The bulkiness of squash bottles hinders portable appeal
Consumer Attitudes Towards Buying Squashes and Cordials
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- Key points
- NPD opportunities lie in exotic flavours and health
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- Figure 31: Attitudes towards buying squash/cordial, July 2012
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- Figure 32: Agreement with the statements ‘I would be interested in buying squashes with more exotic flavours’, and ‘I would be interested in buying squash/cordials with more added health benefits’, by age and gender, July 2012
- Energy squash/cordial has youth appeal
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- Figure 33: Agreement with the statement ‘I would be interested in buying a squash/cordial that provides an energy boost’, by gender and age, July 2012
- Mini squash/cordial formats hold more NPD interest than powder formats
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- Figure 34: Agreement with the statements ‘I’d be keen to buy portable mini formats of squash/cordial that are easier to carry’ and ‘I’d be keen to try powder-based squash that you mix with water’, by gender, July 2012
- Only 26% of buyers purchase whatever squash/cordial is on special offer
- Two fifths of over-65 users limit squash usage to warmer months
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- Figure 35: Agreement with the statement ‘I tend to drink squash only in the warmer months’, by age, July 2012
Consumer Attitudes Towards Squashes and Cordials
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- Key points
- Squashes are deemed healthier but less of a treat than fizzy drinks
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- Figure 36: Attitudes towards squashes and cordials, July 2012
- Double concentrates have value appeal but are deemed more difficult to pour
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- Figure 37: Agreement with the statements ‘It’s difficult to judge how much double-concentrate squash to pour in a glass’ and ‘Double-concentrate squash is better value than standard squash’, by gender, July 2012.
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- Figure 38: Agreement with the statement ‘Double-concentrate squash is better value than standard squash’, by gross household income, July 2012
- Emphasising the water content of squash/cordial may resonate among health-conscious consumers
- NPD opportunities lie in sugar-free and provenance
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- Figure 39: Agreement with the statements ‘I’d be happy to pay more for squash/cordials containing natural, sugar-free sweeteners’ and ‘Squashes/cordials containing fruit from a named country are worth paying more for’, by age, July 2012
- Over-65s may be deterred by sweetness of fruit squash
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- Figure 40: agreement with the statement ‘Fruit squash tends to taste too sweet’, by age, July 2012
- Premium cordials can be an alternative to alcoholic drinks
Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 41: Target groups based on attitudes towards squash and cordials, July 2012
- Promotion Hunters (25%)
- Squash Enthusiasts (24%)
- Healthy Drinkers (23%)
- Disengageds (28%)
Appendix – Market Size and Forecast
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- Figure 42: Total UK value and volume sales of squashes and cordials, 2007-17
- Figure 43: Total UK value sales of squash and cordial, 2007-17
- Figure 44: Best- and worst-case forecasts for UK value sales of squashes and cordials, 2012-17
- Figure 45: Total UK volume sales of squash and cordial, 2007-17
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- Figure 46: Best- and worst-case forecasts for UK volume sales of squashes and cordials, 2012-17
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Appendix – Market Share
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- Figure 47: Brand shares in off-trade volume sales of squashes and cordials, 2011
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Appendix – Consumer – Types of Squash/Cordial Used
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- Figure 48: Most popular types of squash/cordial used, by demographics, July 2012
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- Figure 49: Next most popular types of squash/cordial used, by demographics, July 2012
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- Figure 50: Other types of squash/cordial used, by demographics, July 2012
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Appendix – Consumer – Household Members Cordials/Squashes are Bought For
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- Figure 51: Household members cordials/squashes are bought for, by demographics, July 2012
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Appendix – Consumer – Perceptions of Squash and Cordial
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- Figure 52: Perceptions (too sweet) of squash and cordial, by demographics, July 2012
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- Figure 53: Perceptions (good value for money) of squash and cordial, by demographics, July 2012
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- Figure 54: Perceptions (portable) of squash and cordial, by demographics, July 2012
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- Figure 55: Perceptions (thirst-quenching) of squash and cordial, by demographics, July 2012
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- Figure 56: Perceptions (artificial) of squash and cordial, by demographics, July 2012
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- Figure 57: Perceptions (sophisticated in taste) of squash and cordial, by demographics, July 2012
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- Figure 58: Perceptions (old-fashioned) of squash and cordial, by demographics, July 2012
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- Figure 59: Perceptions (good for you) of squash and cordial, by demographics, July 2012
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- Figure 60: Perceptions (long lasting) of squash and cordial, by demographics, July 2012
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- Figure 61: Perceptions (unexciting) of squash and cordial, by demographics, July 2012
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- Figure 62: Perceptions (family-friendly) of squash and cordial, by demographics, July 2012
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- Figure 63: Perceptions (natural) of squash and cordial, by demographics, July 2012
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Appendix – Consumer – Attitudes towards Buying Squashes and Cordials
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- Figure 64: Most popular attitudes towards buying squashes and cordials, by demographics, July 2012
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- Figure 65: Next most popular attitudes towards buying squashes and cordials, by demographics, July 2012
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Appendix – Consumer – Attitudes towards Squashes and Cordials
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- Figure 66: Agreement with the statements ‘Squashes/cordials are healthier than fizzy drinks’ and ‘Fizzy soft drinks are more of a treat drink than squash’, by demographics, July 2012
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- Figure 67: Agreement with the statements ‘It’s difficult to judge how much double-concentrate squash to pour in a glass’ and ‘Water hydrates you more effectively than squash or cordial’, by demographics, July 2012
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- Figure 68: Agreement with the statements ‘Double-concentrate squash is better value than standard squash’ and ‘I tend to stick to one type of cordial/squash when buying’, by demographics, July 2012
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- Figure 69: Agreement with the statements ‘I’d be happy to pay more for squash/cordials containing natural, sugar-free sweeteners’ and ‘Fruit squash tends to taste too sweet’, by demographics, July 2012
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- Figure 70: Agreement with the statements ‘I’m drinking weaker squash/cordial to make it last longer’ and ‘I’m buying more soft drink alternatives to squash cordials’, by demographics, July 2012
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- Figure 71: Agreement with the statement ‘Squashes/cordials containing fruit from a named country are worth paying more for’, by demographics, July 2012
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- Figure 72: Agreement with the statement ‘Premium cordials can make for a sophisticated alternative to alcoholic drinks’, by demographics, July 2012
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Appendix – Consumer – Target Groups
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- Figure 73: Target groups, by demographics, July 2012
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- Figure 74: Types of squash/cordial used, by target groups, July 2012
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- Figure 75: Perceptions of squash and cordial, by target groups, July 2012
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- Figure 76: Attitudes towards buying squashes and cordials, by target groups, July 2012
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- Figure 77: Attitudes towards squashes and cordials, by target groups, July 2012
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- Figure 78: Attitudes towards drinking soft drinks in pubs/restaurants, by target groups, July 2012
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