Consumer lifestyles are becoming busier and the demand for out-of-home hydration is growing in the UK. Thanks to new technologies, such as Amazon button, and the increasing use of internet retailing, consumers are used to having products on demand, when and where they want.
The growing concerns about sugar intake and the increasing attention consumers pay to what is unhealthy for their body are hampering off-trade sales of concentrates in volume and value terms. Indeed, liquid concentrates are perceived as unnatural drinks, which are full of sugar.
In their quest for natural options and ingredients, consumers are moving from liquid concentrates to flavoured bottled water and other non-cola carbonates, with its new sparkling ranges. In addition, although flavoured bottled water has a taste and functionality similar to those of liquid concentrates, it is more suitable for addressing the growing demand for out-of-home hydration than concentrates.
Britvic Soft Drinks Ltd remained the leading player in liquid concentrates in 2018, with its Robinsons brand. Britvic has shifted its strategy to targeting adult drinkers with the launch of Fruit Creations, a new squash supported by a nationwide advertisement campaign.
Private label has gained share in off-trade volume sales due to strong promotion campaigns in 2018, whilst registering a decline in off-trade value terms. In order to compete with premium concentrates, private label players have tried implementing a low-price strategy to be more appealing to price-orientated consumers.
PepsiCo Inc has bought SodaStream International Ltd for US$3.2 billion to penetrate the health-conscious beverage market.
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This industry report originates from Passport, our Soft Drinks market research database.