What Children Drink - UK - June 2018

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The market
Children and teens outpacing total population growth
PHE targets sugar to combat childhood obesity
Soft drinks levy comes into effect
New restrictions on advertising targeted at children
Companies and brands
Products for 5-12s account for a small share of drinks launches
Majority of children’s launches are juices and juice drinks
L/N/R sugar claims on two thirds of new launches
On-the-go claims on three in 10 launches
Brands look to packaging to make water more fun for kids
The consumer
Two thirds of parents buy squash/cordial for their child
Figure 1: Types of drinks bought for the household and specifically for children, March 2018
Sugar is parents’ top consideration when buying drinks for kids
Figure 2: Factors considered most important by parents when choosing drinks for children, March 2018
Parents try to limit their kids’ intake of fizzy drinks and juice
Figure 3: Parents’ behaviour in relation to children’s drinking habits, March 2018
Milk is drunk most at breakfast
Figure 4: Times of day when children drink different drinks, March 2018
Schools encourage kids to drink water and healthier drinks
Figure 5: Children’s drinking behaviour and attitudes, March 2018
What we think
ISSUES AND INSIGHTS
Health-related messages are important for children’s drinks
The facts
The implications
Parents limit drinking of certain drinks, but kids still have a big say on what gets bought
The facts
The implications
Lunchbox drinks face a number of challenges
The facts
The implications
New flavours and sparkling options are important for experimental kids
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Children and teens outpacing total population growth
PHE targets sugar to combat childhood obesity
Soft drinks sugar levy comes into effect
New restrictions on advertising targeted at children
School food standards guidance influence lunchbox drinks
Universal Infant School Meals limit sales of ‘lunchbox’ drinks
Deposit return schemes aim to increase recycling
Free water refill stations set to become more widespread
Government consultation on plastic straws
MARKET DRIVERS
Children and teens outpacing total population growth
Figure 6: Trends in the age structure of the UK population (0-15-year-olds), by age, 2012-22
Big focus on sugar reduction from PHE
PHE targets sugar to combat childhood obesity
Soft Drinks Industry Levy comes into effect
New PHE sugar reduction targets for juice and milk-based drinks
New restrictions on advertising targeted at children
Non-broadcast media brought into line with other media
New limits on juice and milkshake advertising proposed
Universal Infant Free School Meals and lunchbox policies
School Food Standards cover all drinks served in schools
Tackling plastic waste a big issue for the drinks industry
Deposit return schemes aim to reduce litter and increase recycling
Free water refill stations set to become more widespread
Government consultation on plastic straws
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Products for 5-12s make up a small share of drinks launches
Majority of children’s launches are juices and juice drinks
L/N/R sugar claims on two thirds of new launches
On-the-go claims on three in 10 launches
Vitamin/mineral fortified launches also being seen
Brands continue to push school compliant credential
Brands look to packaging to make water more fun for kids
LAUNCH ACTIVITY AND INNOVATION 
Products for children aged 5-12 make up a small share of drink launches
Figure 7: Proportion of new launches in the UK non-alcoholic drinks market making children (5-12) claims, 2013-18
Majority of children’s drinks launches are juices and juice drinks
Figure 8: Breakdown of new drinks launches making children (5-12) claims, by category, 2013-18*
L/N/R sugar claims on two thirds of new launches
No added sugar the biggest focus
Figure 9: Examples of children’s drinks launches making no added sugar claims, 2018
No artificial additives/preservatives a claim on most kids’ drinks
Figure 10: New drinks launches (excluding alcoholic drinks) making children (5-12) claims, by claim (top 20), 2013-18
On-the-go claims on three in 10 launches
Figure 11: Examples of children’s drinks launches making on-the-go claims, 2017 and 2018
Vitamin/mineral fortified and health claims
Figure 12: Up & Go Kids Breakfast Drinks launch, 2018
Figure 13: Examples of drinks launches making vitamin/mineral fortified and health claims, 2018
Brands continue to push school compliant
Figure 14: Examples of children’s drinks launches making ‘schools compliant’ claims, 2017 and 2018
Brands look to packaging to make water and hydration more fun for kids
Figure 15: Examples of character-themed bottled water launches, 2017
Less mess packaging from Ribena Minis
Figure 16: Example of less mess packaging from Ribena Minis, 2017
Tapping into PHE’s 100-calorie snack advice
THE CONSUMER – WHAT YOU NEED TO KNOW
Two thirds of parents buy squash/cordial for their child
Fizzy drinks lag noticeably behind
Sugar is parents’ top consideration when buying drinks for kids
Favourite flavour a bigger consideration for parents than favourite brand
Parents try to limit their kids’ intake of fizzy drinks and juice
Children have a big influence on soft drink purchases
Milk drunk most for breakfast, followed by fruit juice/smoothies
Squash a popular choice for lunch and dinner
Schools encourage kids to drink water and healthier drinks
Half of 10-15s sometimes buy drinks on school days
DRINKS BOUGHT IN HOUSEHOLD AND THOSE BOUGHT SPECIFICALLY FOR CHILDREN
Two thirds of parents buy squash/cordial for their child
Fruit juice and juice drinks are next most popular choice
Fizzy drinks lag noticeably behind
Figure 17: Types of drinks bought for the household and specifically for children, March 2018
Squash and juice drinks bought more for younger children
Fizzy drinks are much more common for older kids
Figure 18: Types of drinks bought specifically for child, by age of child taking part in survey, March 2018
FACTORS INFLUENCING CHOICE OF DRINKS FOR CHILDREN 
Sugar is top consideration when buying drinks for kids
Levy cements sugar as source of concern and fuels NPD
Figure 19: Factors considered most important by parents when choosing drinks for children, March 2018
Absence of artificial sweeteners also a big consideration
Drinks can help with 5-a-day targets and vitamins/minerals
Favourite flavour a bigger consideration than favourite brand
BEHAVIOURS RELATED TO CHILDREN’S DRINKING HABITS
Parents try to limit their kids’ intake of fizzy drinks and juice
Biggest concerns surround fizzy drinks
Healthy halo of fruit juice has slipped
‘School approved’ label can make choosing healthier drinks easier
Figure 20: Parents’ behaviours in relation to children’s drinking habits, March 2018
Children have a big influence on soft drink purchases
Many schools only allow healthy drinks
Plastic straws under pressure
ATTITUDES TOWARDS WHAT CHILDREN DRINK
Children’s health central to parents’ thinking
Figure 21: Attitudes towards what children drink, March 2018
Drinking cow’s milk seen as important for children
Flavoured milk bought by a third of parents
DRINKS DRUNK BY CHILDREN AT DIFFERENT TIMES OF DAY
Milk drunk most typically at breakfast, followed by fruit juice/smoothies
Figure 22: Times of day when children drink different drinks, March 2018
Squash a popular choice for lunch and dinner
The appeal of squash wanes among over-9s
Fizzy and hot drinks drunk more by older children
CHILDREN’S DRINKING BEHAVIOUR AND ATTITUDES
Schools encouraging kids to drink water, parents worry about intake
Figure 23: Children’s drinking behaviour and attitudes, March 2018
Most kids report their school follows standards for healthier drinks
New flavours remain a key means to appeal to kids
Fizzy drinks appeal to kids, less so to parents
Over half of children have a favourite drinks brand, many buy drinks for themselves
Advertising and peer influence affect kids’ preferences
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 24: Incidence of children (5-12) claims in different drinks categories, share of launches in each category, 2013-18
Figure 25: Total UK drinks launches (excluding alcoholic drinks), by claim, 2013-18