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Cordials and Squashes - UK - September 2014

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Forecast of UK value sales of cordials and squashes, 2009-19
Market factors
Companies, brands and innovation
Britvic retains lead in the market
Figure 2: Value shares of top-selling cordial and squash brands in the off-trade, 2013/14*
Super-concentrated squashes enter the market in 2014
Suntory and Britvic dominate adspend
The consumer
Four in five people drink squash
Figure 3: Frequency of usage of squashes and cordials, June 2014
Marked openness towards squash with natural sweeteners
Figure 4: Interest in different types of squash/cordial product, June 2014
Scope to drive interest in the on-trade with wider ranges
Figure 5: Attitudes towards cordials and squashes, June 2014
Sugar and sweeteners raise concerns about the healthiness of squash and cordials
Figure 6: Further attitudes towards cordials and squashes, June 2014
What we think
ISSUES AND INSIGHTS
Cordial and squash brands can look to added functionality to boost their appeal
The facts
The implications
New packaging designs could shake up the squashes/cordials market
The facts
The implications
Cordials should expand their ranges to tap the on-trade market more effectively
The facts
The implications
TREND APPLICATION
Trend: Minimize Me
Trend: Extend My Brand
Trend: Mood to Order
MARKET DRIVERS
Key points
Hot summer in 2013 provided a boost
Figure 7: Mean temperature, rainfall and sunshine hours over summer (June, July and August), UK, 2008-14
Sugar concerns reflect on the market
The ageing population poses challenges to the market
Figure 8: Trends in the age structure of the UK population, 2009-14 and 2014-19
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
NPD activity falls to a five-year low in 2013
Figure 9: Share of new cordial and squash product launches in NPD in the UK non-alcoholic drinks market, 2009-14
Figure 10: Share of new launches in the cordials and squashes market, by own-label and brands, 2009-14
Tesco continues to lead innovation
Figure 11: Share of new launches in the cordials and squashes market, by company, 2010-14
A burst in activity in super-concentrates
Jump in L/N/R sugar and calorie claims in 2013
Figure 12: Share of new launches in the cordials and squashes market, by claims, 2010-14
MARKET SIZE AND SEGMENTATION
Key points
Value sales returned to growth in 2013, but expected to dip in 2014
Figure 13: UK value and volume sales of cordials and squashes, at current and constant prices, 2009-14
Value sales expected to edge up by 2% over 2014-19
Figure 14: Forecast of UK value sales of cordials and squashes, 2009-19
Figure 15: Forecast of UK volume sales of cordials and squashes, 2009-19
Market segmentation: Off-trade versus on-trade
Figure 16: Share of value and volume sales, in the off-trade versus on-trade, 2009-14
Figure 17: UK value and volume sales of cordials and squashes in the off-trade, at current and constant prices, 2009-14
Figure 18: UK value and volume sales of cordials and squashes in the on-trade, at current and constant prices, 2009-14
Forecast methodology
MARKET SHARE
Key points
Robinsons is steady at the top
Figure 19: Value and volume sales of top-selling cordial and squash brands in the off-trade, 2012/13 and 2013/14
Figure 20: Value and volume sales of top-selling cordial and squash brands in the off-trade, 2012/13 and 2013/14
Ribena struggles in 2013/14
A successful year for Vimto, Jucee and Roses
Value gains for Bottlegreen and Belvoir
Own-label gains share
COMPANIES AND PRODUCTS
Belvoir Fruit Farms
Company overview
Product range and recent activity
Brand communication and promotion
Bottlegreen (SHS Drinks)
Company overview
Product range and recent activity
Brand communication and promotion
Britvic
Company overview
Product range and recent activity
Brand communication and promotion
Coca-Cola Enterprises
Company overview
Product range and recent activity
Suntory
Company overview
Product range and recent activity
Brand communication and promotion
Nichols
Company overview
Product range and recent activity
Brand communication and promotion
Princes Group
Company overview
Product range and recent activity
Brand communication and promotion
BRAND ADVERTISING, PERCEPTIONS AND SOCIAL MEDIA
Key points
A stable advertising landscape
Figure 21: Total advertising expenditure in the cordials and squashes market, 2010-14
Britvic is hot on the heels of Suntory
Figure 22: Total advertising expenditure in the cordials and squashes market, by top five companies, 2010-13
Ribena steps up spend in 2014
Squash’d dominates Britvic advertising activity in 2014
Wimbledon remains a key part of Robinsons’ activity
Vimto introduces a new brand character
 BRAND PERCEPTIONS
Key brand metrics
Figure 23: Key brand metrics, July 2014
Brand map
Figure 24: Attitudes towards and usage of brands in the cordials and squashes sector, July 2014
Correspondence analysis
Brand attitudes
Figure 25: Attitudes, by cordial and squash brand, July 2014
Brand personality
Figure 26: Cordial and squash brand personality – Macro image, July 2014
Figure 27: Cordial and squash brand personality – Micro image, July 2014
Brand usage
Figure 28: Cordial and squash brand usage, July 2014
Brand experience
Figure 29: Cordial and squash brand experience, July 2014
 SOCIAL MEDIA AND ONLINE BUZZ
Social media metrics
Figure 30: Social media metrics of selected cordial and squash brands, August 2014
Ribena and Vimto benefit from upbeat personalities
Robinsons launches separate Twitter handle for Squash’d sub-brand
Bottlegreen has similar level of engagement to Robinsons but fewer mentions
Jucee’s lack of online profile may limit conversation
Online mentions
Figure 31: Online mentions of selected cordial and squash brands, 28 July 2013-2 August 2014
Ribena is generally most spoken about, particularly in first half of period
Activity around launch of Squash’d provides boost in mentions
Robinsons also utilises tennis sponsorship
Bottlegreen ties in sponsorship with Twitter activity
Topics of discussion
Figure 32: Topics of discussion around selected cordial and squash brands, 28 July 2013-2 August 2014
Flavours mentioned as reference point
Consumers more likely to talk about something unusual
Sugar and sweeteners are not a key topic for online consumers
Where discussion occurs
Figure 33: Where conversation occurs, by type of webpage, 28 July 2013-2 August 2014
Figure 34: Where conversation occurs, by type of webpage, by brand, 28 July 2013-2 August 2014
Analysis by brand
Ribena
Figure 35: Topic cloud around mentions of Ribena, 28 July 2013-2 August 2014
Vimto
Figure 36: Topic cloud around mentions of Vimto, 28 July 2013-2 August 2014
Robinsons
Figure 37: Topic cloud around mentions of Robinsons, 28 July 2013-2 August 2014
Bottlegreen
Figure 38: Topic cloud around mentions of Bottlegreen, 28 July 2013-2 August 2014
Jucee
THE CONSUMER – USAGE OF CORDIALS AND SQUASHES
Key points
Squashes enjoy high penetration
Figure 39: Overall usage of squashes and cordials, June 2014
Figure 40: Frequency of usage of squashes and cordials, June 2014
Under-35s are the core users of squash and cordial
Figure 41: Usage of squash and cordial, by gender and age, June 2014
One in five have used super-concentrated squash
THE CONSUMER – INTEREST IN DIFFERENT TYPES OF SQUASH/CORDIAL PRODUCTS
Key points
Notable interest in squashes/cordials with natural sweeteners
Figure 42: Interest in different types of squash/cordial product, June 2014
Figure 43: Consumers willing to pay more for squash/cordials containing natural, sugar-free sweeteners, squash that has the same benefits as an energy drink and squash that has the same benefits as a sports drink, by age, June 2014
Energy-boosting squash appeals to the younger generation
Opportunities for mood-focused cordials
Packaging innovation potential
THE CONSUMER – ATTITUDES TOWARDS CORDIALS AND SQUASHES
Key points
Interest in a wider variety of squashes/cordials in the foodservice arena
Figure 44: Attitudes towards cordials and squashes, June 2014
16-24s most likely to get bored with the same flavour
Interest in customisation
THE CONSUMER – FURTHER ATTITUDES TOWARDS SQUASHES AND CORDIALS
Key points
Squashes are seen to help with hydration
Figure 45: Further attitudes towards cordials and squashes, June 2014
Widespread health concerns
Parents are concerned about children developing a sweet tooth
APPENDIX – MARKET SIZE AND SEGMENTATION
Figure 46: Best- and worst-case forecasts for the cordials and squashes market, by value, 2014-19
Figure 47: Best- and worst-case forecasts for the cordials and squashes market, by volume, 2014-19
APPENDIX – BRAND ADVERTISING, PERCEPTIONS AND SOCIAL MEDIA
Figure 48: Brand usage, July 2014
Figure 49: Brand commitment, July 2014
Figure 50: Brand commitment, July 2014
Figure 51: Brand diversity, July 2014
Figure 52: Brand satisfaction, July 2014
Figure 53: Brand recommendation, July 2014
Figure 54: Brand attitude, July 2014
Figure 55: Brand image – Macro image, July 2014
Figure 56: Brand image – Micro image, July 2014
Figure 57: Share of conversation of selected cordial and squash brands, 28 July 2013-2 August 2014
Figure 58: Topics of discussion around selected cordial and squash brands, 28 July 2013-2 August 2014
APPENDIX – THE CONSUMER – USAGE OF CORDIALS AND SQUASHES
Figure 59: Frequency of usage of squashes and cordials, June 2014
Figure 60: Usage of any squash/cordial, squash, cordial, by demographics, June 2014
Figure 61: Frequency of usage of squashes and cordials – Standard squash, by demographics, June 2014
Figure 62: Frequency of usage of squashes and cordials – Double-concentrate squash, by demographics, June 2014
Figure 63: Frequency of usage of squashes and cordials – High-juice squash, by demographics, June 2014
Figure 64: Frequency of usage of squashes and cordials – Squash with added vitamins/minerals, by demographics, June 2014
Figure 65: Frequency of usage of squashes and cordials – Standard cordial, by demographics, June 2014
Figure 66: Frequency of usage of squashes and cordials – Premium cordial, by demographics, June 2014
Figure 67: Frequency of usage of squashes and cordials – Fruit and barley water, by demographics, June 2014
Figure 68: Frequency of usage of squashes and cordials – Low/no-calorie squash, by demographics, June 2014
Figure 69: Frequency of usage of squashes and cordials – Powder mix squash, by demographics, June 2014
Figure 70: Frequency of usage of squashes and cordials – Fruit syrup, by demographics, June 2014
Figure 71: Frequency of usage of squashes and cordials – Water flavour enhancer, by demographics, June 2014
Figure 72: Frequency of usage of squashes and cordials – Any other squash/cordial, by demographics, June 2014
Repertoire – Usage of cordials and squashes
Figure 73: Repertoire of usage of squashes and cordials, June 2014
Figure 74: Repertoire of usage of squashes and cordials, number of types of products used, by demographics, June 2014
Figure 75: Usage of squashes and cordials by type, by repertoire of squashes and cordials used, June 2014
Figure 76: Interest in different types of squash/cordial products, by repertoire of usage of squashes and cordials, June 2014
Figure 77: Responsibility for buying squash/cordial, June 2014
Figure 78: Responsibility for buying squash/cordial, by demographics, June 2014
APPENDIX – THE CONSUMER – INTEREST IN DIFFERENT TYPES OF SQUASH/CORDIAL PRODUCTS
Figure 79: Interest in different types of squash/cordial product, June 2014
Figure 80: Interest in squash/cordials containing natural, sugar-free sweeteners, by demographics, June 2014
Figure 81: Interest in cordials made with botanicals, by demographics, June 2014
Figure 82: Interest in cordials with ingredients associated with being calming, detoxing, by demographics, June 2014
Figure 83: Interest in squash that has the same benefits as an energy drink, by demographics, June 2014
Figure 84: Interest in squash that has the same benefits as a sports drink, by demographics, June 2014
Figure 85: Interest in squash/cordial in a bottle with a measuring cap to make sure you pour the correct amount, by demographics, June 2014
Figure 86: Interest in squash in bottles that make it easier for kids to pour on their own, by demographics, June 2014
Figure 87: Interest in cordial available in flavours that can be drunk hot, by demographics, June 2014
Figure 88: Interest in cordials in a cocktail-style flavour^, by demographics, June 2014
Figure 89: Interest in herbal tea-flavoured squash, by demographics, June 2014
Figure 90: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014
Figure 91: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014 (continued)
Figure 92: Interest in different types of squash/cordial product, by usage of squashes and cordials, June 2014 (continued)
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS CORDIALS AND SQUASHES
Figure 93: Attitudes towards cordials and squashes, June 2014
Figure 94: Most popular attitudes towards cordials and squashes, by demographics, June 2014
Figure 95: Next most popular attitudes towards cordials and squashes, by demographics, June 2014
Figure 96: Other attitudes towards cordials and squashes, by demographics, June 2014
Figure 97: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014
Figure 98: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
Figure 99: Attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
APPENDIX – THE CONSUMER – FURTHER ATTITUDES TOWARDS CORDIALS AND SQUASHES
Figure 100: Further attitudes towards cordials and squashes, June 2014
Figure 101: Agreement with the statement ‘Squash is a good way to get kids to drink enough water’, by demographics, June 2014
Figure 102: Agreement with the statement ‘It’s not healthy for children to drink squashes/cordials with added sweeteners several times a day’, by demographics, June 2014
Figure 103: Agreement with the statement ‘Water with added squash/cordial hydrates you just as well as water on its own’, by demographics, June 2014
Figure 104: Agreement with the statement ‘There’s too much sugar in standard squash/cordial to drink it regularly’, by demographics, June 2014
Figure 105: Agreement with the statement ‘I’m worried my children will develop a sweet tooth if they get used to sweet drinks ^’, by demographics, June 2014
Figure 106: Agreement with the statement ‘Squashes have too many artificial ingredients’, by demographics, June 2014
Figure 107: Agreement with the statement ‘Drinking squash/cordial regularly is bad for your teeth’, by demographics, June 2014
Figure 108: Agreement with the statement ‘Sugar-free squash/cordial satisfies my sweet cravings without the calories’, by demographics, June 2014
Figure 109: Agreement with the statement ‘Watered down fruit juice is a healthier option to squash/cordial’, by demographics, June 2014
Figure 110: Agreement with the statement ‘Drinking sweet squash/cordial causes you to crave other sweet things’, by demographics, June 2014
Figure 111: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014
Figure 112: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)
Figure 113: Further attitudes towards cordials and squashes, by usage of squashes and cordials, June 2014 (continued)

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