Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- The market
- Tough times for squashes and cordials
-
- Figure 1: Forecast of UK value sales of cordials and squashes, 2010-20
- Figure 2: Forecast of UK volume sales of cordials and squashes, 2010-20
- Off-trade sales of squashes/cordials slump
- Soft drink sales correlate with the weather
- Squashes/cordials are traditionally a commodity category
- Sugar concerns impact the market
- Companies and brands
- Britvic’s Robinsons brand dominates the market
- NPD in the market rises in 2015
- Britvic drives a rise in adspend in 2015
- The consumer
- 82% of Brits drink squashes/cordials
-
- Figure 3: Usage of squashes and cordials, by type, by frequency, February 2016
- Sugar content provokes the strongest response
-
- Figure 4: Preferences regarding selected attributes of squashes and cordials, February 2016
- Exotic fruits can be lucrative for squash/cordial producers
- Child- and age-tailored variants resonate highly
-
- Figure 5: Interest in types of squashes/cordials, February 2016
- What we think
Issues and Insights
-
- Driving further growth of the super-concentrates segment
- The facts
- The implications
- Improving understanding of sugar and sweeteners could be beneficial
- The facts
- The implications
- Appealing to households’ different flavour and functional preferences
- The facts
- The implications
The Market – What You Need to Know
-
- Tough times for squashes and cordials
- Off-trade sales of squashes/cordials slump
- Soft drink sales correlate with the weather
- Squashes/cordials are traditionally a commodity category
- Sugar concerns impacting the market
Market Size and Segmentation
-
- Tough times for squashes and cordials
-
- Figure 6: UK value and volume sales of cordials and squashes, at current and constant prices, 2010-20
- Volumes are expected to continue falling
-
- Figure 7: Forecast of UK value sales of cordials and squashes, 2010-20
- Figure 8: Forecast of UK volume sales of cordials and squashes, 2010-20
- Off-trade sales of squashes/cordials slump
-
- Figure 9: UK value and volume sales of cordials and squashes in the off-trade, at current and constant prices, 2010-15
-
- Figure 10: UK on-trade value and volume sales of cordials and squashes, at current and constant prices, 2010-15
Market Drivers
-
- Weather affects soft drink sales
-
- Figure 11: Annual hours of sunshine in the UK, by month, 2011-15
- Squashes/cordials are traditionally a commodity category
- Sugar concerns impact NPD…
- …and consumers
- An ageing population poses problems to the cordials/squashes market
Key Players – What You Need to Know
-
- Britvic’s Robinsons brand dominates the market
- NPD in the market rises in 2015
- Super-concentrates and no-sugar variants attract NPD
- Britvic drives a rise in adspend in 2015
Market Share
-
- Britvic’s Robinsons brand dominates the market
-
- Figure 12: Value and volume sales of top-selling squash and cordial brands in the off-trade, 2013-15
- Vimto bucks the category downturn
- Premium cordial sales hold firm
Launch Activity and Innovation
-
- Innovation in the market rises in 2015
-
- Figure 13: Share of new cordial and squash product launches in the UK non-alcoholic drinks market, 2011-15
- Asda has launched the most products into the market since 2011
-
- Figure 14: Share of new launches in the cordials and squashes market, by company, 2011-15
- Britvic is also a prominent innovator
- Innovation in cordials
- Healthier claims on the rise
-
- Figure 15: Share of new launches in the cordials and squashes market, by claims, 2011-15
Brand Communication and Promotion
-
- Britvic drives a rise in adspend in 2015
-
- Figure 16: Total above-the line, online display and direct mail advertising expenditure on cordials/squashes, 2011-15
- Figure 17: Total above-the line, online display and direct mail advertising expenditure on cordials/squashes, by top four companies, 2011-15
- Suntory and Nichols are the other main advertisers
- TV’s popularity as an advertising channel wanes in 2015
-
- Figure 18: Total above-the line advertising expenditure on cordials/squashes, by media channel, 2011-15
- Nielsen Media Research coverage
Brand Research
-
- What you need to know
- Brand map
-
- Figure 19: Attitudes towards and usage of selected drinks brands, December 2015
- Key brand metrics
-
- Figure 20: Key metrics for selected drinks brands, December 2015
- Brand attitudes: Ribena enjoys strong associations to many positive qualities
-
- Figure 21: Attitudes, by drinks brand, December 2015
- Brand macro personality: Bottlegreen is seen as exclusive…
-
- Figure 22: Brand personality – Macro image, December 2015
- …as well as stylish and sophisticated
-
- Figure 23: Brand personality – Micro image, December 2015
- Brand analysis
- Well-known Robinsons remains a popular brand
-
- Figure 24: User profile of Robinsons, December 2015
- Ribena also benefits from its high levels of consumer awareness
-
- Figure 25: User profile of Ribena, December 2015
- Bottlegreen stands apart from squash brands on sophistication
-
- Figure 26: User profile of Bottlegreen, December 2015
- Vimto falls down on trust and advocacy
-
- Figure 27: User profile of Vimto, December 2015
- Jucee has work to do to improve its image
-
- Figure 28: User profile of Jucee, December 2015
The Consumer – What You Need to Know
-
- 82% of Brits drink squashes/cordials
- Little change in usage patterns of squashes and cordials
- Squashes and cordials appeal as a means to drink more water
- Sugar content provokes the strongest response
- Exotic fruits can be lucrative for squash/cordial producers
- Child- and age-tailored variants resonate highly
- Mixed flavour multipacks appeal
Usage of Squashes and Cordials
-
- 82% of Brits drink squashes/cordials
-
- Figure 29: Repertoire of usage of types of squashes and cordials, February 2016
- Standard squash leads the way
-
- Figure 30: Usage of types of squashes and cordials, February 2016 and June 2014
-
- Figure 31: Usage of squashes and cordials, by type, by frequency, February 2016
- The rise of double and super-concentrates
Trends in Purchasing of Squashes and Cordials
-
- Little change in usage patterns of squashes and cordials
-
- Figure 32: Changes in purchasing squashes and cordials, February 2016
- Hydration is a key driver for those buying more squashes/cordials
-
- Figure 33: Reasons for buying squashes and cordials more, February 2016
- Squash is winning users from other soft drinks
- New flavours also support higher usage
- Squashes/cordials are also losing out to other soft drinks
- Sugar is a common concern…
- …but so are sweeteners
-
- Figure 34: Reasons for buying fewer or not buying squashes and cordials, February 2016
Squash and Cordial Preferences
-
- Sugar content provokes the strongest response
-
- Figure 35: Preferences regarding selected attributes of squashes and cordials, February 2016
- Clear preference for familiar flavours
- The taste of cordials/squashes vs other soft drinks
- Younger consumers drive interest in warm/hot squashes/cordials and functionality
- Double concentrates look set to continue growing
-
- Figure 36: Share of new launches of squashes and cordials in the UK, by pack size, 2011-15
Interest in Flavour Types in Squashes and Cordials
-
- Exotic fruits can be lucrative for squash/cordial producers
-
- Figure 37: Interest in flavours of squashes/cordials, February 2016
- Flavour can resonate with older drinkers
- Niche interest in other lesser-used flavours
Interest in Squash and Cordial Products
-
- Child- and age-tailored variants resonate highly
-
- Figure 38: Interest in types of squashes/cordials, February 2016
- Mixed flavour multipacks also appeal to many squash/cordial buyers
- Millennials drive interest in packaging innovation
- Strong demand for dosing caps
- Pocket-sized packs and pouches
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Segmentation
-
-
- Figure 39: Best- and worst-case forecasts for the squashes and cordials market, by value, 2015-20
- Figure 40: Best- and worst-case forecasts for the squashes and cordials market, by volume, 2015-20
- Forecast methodology
-
Back to top