Many adults have a wide repertoire of soft drinks that they regularly consume, from juice drinks to flavoured water. The adult soft drinks market continues to show tremendous development and has grown by nearly 80% in volume terms between 1994 and 1999, with many factors indicating that this trend will continue. Market dynamics have reached a critical phase; however, can niche items such as herbal drinks break out into the mainstream? Often sold as premium soft drinks at premium prices, have manufacturers of soft drinks got the market right? Does the addition of an exotic ingredient justify the difference in price from a carbonate? Public awareness is often the key factor in the success of soft drinks. Many adults have grown up with carbonates as a central refreshment option, therefore to market a new soft drink is to encourage a new habit. In finding the unique selling proposition, there would appear to be vast opportunities for soft drinks companies. Flavoured waters have shown exceptional growth over the last few years, yet marketing activity may have a significant say in the future development of the sector. It will be vital to establish brand identities with strong products, if they are to compete in the mainstream soft drinks market on a long-term basis.

This report examines the market for soft drinks marketed specifically at adults. Looking specifically at fruit drinks, herbal drinks and flavoured waters, Adult Soft Drinks analyses the major companies operating in this field and assesses their advertising and promotional support, determining the resultant affects on the UK consumer. Product potential cannot be realised without the correct marketing and supply structure back-up, and this report highlights market opportunities in the light of the current industry structure. In addition, Adult Soft Drinks looks at the roles that the population age structure and changing social attitudes, as well as increased disposable income, are likely to play in the future of the sector.

Other Mintel reports of relevance include:

- Alcoholic Carbonates, Market Intelligence, October 1999

- Sports Drinks and Supplements, Market Intelligence, August 1999

- Energy Drinks, Market Intelligence, July 1999

- Bottled Water, Market Intelligence, June 1999

- Carbonates, Market Intelligence, February 1999

- Fruit Juices and Juice Drinks, Market Intelligence, November 1998.