The total UK Soft Drinks market continues to grow and is now worth more than £10bn, maintaining its spot as a top 3 category in Convenience (IRI).
Within the soft drinks category, Sports and Energy account for £817.9m.
When taking a closer look into the energy sub-categories, it’s Energy Stimulation drinks which play a significant role in contributing to the value growth of the Soft Drinks category, growing +15% YoY (IRI), and accounting for 26% of all Soft Drink value sales (IRI).
Adrian Hipkiss, Marketing Director at Boost Drinks, comments: “Boost is the only brand that is a top three in three Functional Drinks categories – Energy Stimulation, Sports Drinks and RTD Iced Coffee (IRI). Within this, Boost is the third largest brand (IRI) in the Energy Stimulation category and the number one fastest growing Sports and RTD Iced Coffee brand, something we’re incredibly proud of.
“Whilst we are dedicated to developing a range which appeals to consumers, we are also committed to being a transparent and collaborative partner to wholesalers and retailers, a core belief that inspired the Honest Broker approach that Boost is founded on – a belief that in order to help retailers achieve the best sales, open, honest and collaborative interactions are essential. As such, we’re constantly monitoring the ever-evolving retail landscape and consumer trends so we can advise across all touch points, including which products our partners should be stocking and how they should be marketing them, to ensure the best success for their business.”
As the nation has become accustomed to flexi-working following the pandemic, take-home purchases have become more prominent, resulting in a growing consumer demand for 1litre and multi-pack formats. These products continue to be a huge growth opportunity for retailers, with sales witnessing an increase of +10% YoY (IRI).
Simultaneously, shoppers continue to seek ready-to-drink, on-the-go quality energy options at everyday value prices (Cousins Davis). Boost Original Energy is available in 1litre, 500ml and 250ml, and is rated 1st for taste among Original competitor products (Wirral sensory Group). The range of flavour profiles and pack sizes on offer from Boost allows consumers to rely on a brand that caters to an array of consumption moments, whether on the move or stocking up to enjoy at home.
To boost this growth even further, flavours in Energy now account for 38% of Stimulation sales (IRI) and have shown a huge 48% growth YoY (IRI) showing that there’s a significant thirst for a range of flavour variants to suit all tastes. Boost Red Berry is the largest selling 250ml Stimulation Flavour SKU (IRI), however, considering the fact that 39% of Stimulation shoppers actually make their purchase based on flavour (Cousins Davis) alone, it’s important to stock a wide variety of flavours to cater to this.
With that knowledge in mind, Boost is excited to be launching its reformulated 250ml Lemon & Lime Energy (previously Citrus Zing). The drink is an energising blend of citrus fruits for shoppers who are looking for a “fresher” taste experience. Meanwhile, sales of Original flavour drinks do continue to perform extremely well with +17% growth, so it’s important their popularity is still reflected on the shelves.
In the Energy category, Boost tapped into the largest selling can segment (IRI) with the launch of its new 500ml Juic’d range in 2022, which included three flavours in May (Pineapple & Guava Punch, Mango & Tropical Blitz and Watermelon & Lime Twist), and a fourth flavour in August (Tropical Fruit Sour Punch). The NPD is made with 5% real fruit juice and is price marked £1.09 on pack.
“In line with our commitment to always ensuring we invest time and energy into understating the habits of our retail partners’ shoppers, we continue to offer NPDs with price marked packs that help retailers to communicate great value on fixture, amidst increased consumer price consciousness, while still delivering excellent margins,” adds Hipkiss.
Now more than ever, sales of 500ml cans are booming with +16% growth YoY, worth £503m (IRI) and 18% growth in the category from flavoured 500ml variants alone (IRI), resulting in the segment currently being the fastest growing category in Energy Drinks. This growth and consumer appetite presents a promising opportunity for Boost Drinks to penetrate the 500ml market with a range such as Juic’d at an impactful, affordable price point.
“In terms of how we see our range of Energy Drinks benefitting our customers, they should prioritise stocking Boost as a leading brand within the Soft Drink category, and one which provides a diverse range of affordably priced-marked pack formats, flavours and take-home offerings,” says Hipkiss. “This will ensure retailers are meeting the needs of their core consumer groups, resulting in trusted relationships with their customers whilst guaranteeing maximimum profits can be made.”
Demand is on the rise for drinks that incorporate natural ingredients, provenance and nutritional benefits (Mintel), as consumers continue to look for added health benefits from the products they choose. This is exemplified by the fact that Rio, with its blend of five fruit flavours and sources of vitamin C, is a top 5 ranked SKU in Fruit Carbonates based on unit rate of sale (IRI) and is the fastest growing Carbonate brand +29% YoY (IRI).
Insight illustrates that Flavoured Carbonates is the 3rd largest category in Soft Drinks, now being worth over £291m and growing +8% YOY (IRI). Tropical fruit is the fastest growing flavour in the category, growing +50% and adding +£3 million RSV in two years. Rio, which contains exotic guava and passion fruit, is the fastest growing brand in value, witnessing a 34% growth YoY (IRI) and has the highest unit ROS amongst all fruit carbonates.
This in turn exemplifies that Rio offers huge growth opportunities for wholesalers; and with a range of products such as Rio Tropical, which comes in both price marked can and 500ml bottle formats, and Rio Tropical Light, there’s a selection of products on offer to suit varying consumer needs, including those looking to make more conscious choices regarding the sugar content of the products they consume without compromising on flavour.
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “With soft drinks now worth more than £12bn in retail (Nielsen), wholesalers should focus on stocking soft drinks in key categories such as colas, carbonates and mixers.
“Specifically, wholesalers should focus on the most popular brands within these categories – like Coca-Cola™, led by Coca-Cola Zero Sugar, the fastest growing major cola brand in retail (Nielsen), along with Fanta and Dr Pepper, the number one and number two flavoured carbonates brands in retail by value, both in value and volume growth (Nielsen).”
Wholesalers should also keep an eye out for the latest launches, including the latest addition to the Coca-Cola range – Coca-Cola Original Taste Lemon and Coca-Cola Zero Sugar Lemon – combining the iconic Coca-Cola flavour with a zesty citrus taste.
Schweppes should also be on wholesalers’ lists considering it is sold in retail more than any other mixer brand (Nielsen).
Energy drinks continue to increase in popularity, now worth £1.84bn in GB (Nielsen) and continuing to grow, thanks to the arrival of new flavours, functionality and zero sugar options.
“With innovation key to increasing sales, wholesalers must stock up on the latest launches that are going to capture consumers’ attention,” adds Burgess. “High on the list should be Monster’s great tasting NPDs, considering they have generated more than 47.7% of the category’s innovation sales over the last year (Nielsen).”
Since the start of 2023, CCEP has added six new Monster Energy variants, including Monster Zero Sugar – arguably Monster’s biggest innovation in 20 years – offering the same iconic and full-flavoured taste of Monster Original but with zero sugar.
CCEP has also added new flavours to its Monster Juiced and HFSS-compliant Monster Ultra brands, including Monster Lewis Hamilton Zero Sugar, Monster Juiced Aussie Lemonade, red berry flavoured Monster Ultra Rosa and Monster Ultra Peachy Keen. More recently, Monster Reserve Orange Dreamsicle has been added to the brand’s Reserve range, combining a citrusy orange flavour with creamy vanilla bean.
Despite the emergence of new innovations, traditional energy drinks still remain popular, with Monster Original remaining CCEP’s flagship offering, worth £133.6m in retail (Nielsen). This underscores the importance of maintaining a robust core product range alongside stocking new launches.
GLACÉAU Smartwater’s sustainability credentials make it an appealing choice for shoppers. GLACÉAU Smartwater bottles have been made from 100% recycled plastic (rPET) since 2019 – a fact highlighted prominently on-pack and in consumer marketing campaigns, to help drive sales.
Last year, GLACÉAU Smartwater partnered with actress and singer Zendaya as part of the brand’s ‘Keeping It Smart’ campaign. As Smartwater’s global ambassador, Zendaya appeared in a series of new creatives from the brand that celebrates those who are defining ‘smart’ on their own terms. This partnership has continued into 2024 as CCEP looks to maintain momentum behind the brand.
Pepsi has unveiled a complete rebrand, with exciting new pack designs for all formats rolling out across grocery, wholesale and convenience. The rebrand creates a consistent identity across the Pepsi MAX®, diet, regular and flavoured cola ranges, with new packaging visuals, in-store materials and displays.
With the goal of attracting younger shoppers, while retaining existing customers, the rebrand focuses on great taste and refreshment – reasons that align with research showing 70% of cola consumption occasions are driven by consumers who say they enjoy the taste (Kantar).
The roll-out will be supported by a fully integrated campaign, including TV, radio, out-of-home and experiential marketing. In line with Pepsi’s Thirsty for More campaign, it will highlight Pepsi’s commitment to celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions. The campaign underscores how the great, bold taste of Pepsi fuels these moments of enjoyment.
Ben Parker, Britvic Retail Commercial Director in Great Britain, said: “The rebrand reflects Pepsi’s challenger mindset and drive to push culture forward whilst remaining iconic and timeless, with a new logo and visual identity that borrows equity from its past and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi. The vibrant new look will grab the attention on the shelf, playing a key role in drawing younger consumers into the category. As the number one soft drink category (NielsenIQ), worth £6 billion cola presents a major sales opportunity (NielsenIQ), and this rebrand will help retailers maximise sales by sparking a renewed interest in the brand. Pepsi and Pepsi MAX® are well-known and loved by many, but as a brand with such a rich history, it’s vital that we work to evolve its look and feel, driving relevance for the next generation.”
The rebrand forms part of Pepsi’s vision to ensure long-term growth in the cola category. By modernising its flagship Pepsi brand with bolder, more vibrant packaging, this refresh helps retailers capitalise on sales amid evolving consumer tastes.
Furthermore, flexible and animated visual assets will allow for more seamless collaboration with retail partners. From custom point of sales displays to personalised digital campaigns, the rebrand unlocks more versatility to engage shoppers. Retailers can also easily adapt the new branding across in-store and e-commerce touchpoints to create a consistent, recognisable identity.
Red Bull continues to drive flavour innovation and growth within the Sports and Energy category with the launch of its brand-new Summer Edition Curuba Elderflower.
The new Red Bull Summer Edition aims to tap into the ever-growing demand for Flavoured Energy, with 41% more Flavoured Energy Drinks sold per store in the last two years alone (Nielsen).
With 85% of shoppers agreeing that they “want to try new and unusual flavours in Energy Drinks” (Appinio) the new Red Bull Summer Edition Curuba Elderflower offers the perfect taste blend of exotic curuba, rounded off with floral notes of elderflower to excite shoppers and drive trial.
The demand for Energy Drinks has never been stronger, seeing +31% growth over the last two years (Nielsen) and continuing to drive the category, accounting for 30% of all Soft Drink growth over the last 12 months (Nielsen). Flavours have been an important part of category growth, with 19m shoppers now buying Flavoured Energy Drinks and 71% of these new to the category, showing they are key to recruitment (Kantar).
Boasting a flavour profile described as exotic, refreshing, and floral with hints of melon, pineapple and elderflower, the new Red Bull Summer Edition performed well in consumer testing with more than two thirds of Energy Drink buyers saying they would likely purchase a Curuba & Elderflower flavoured Energy Drink (Appinio).
Offered in 250ml, 250ml PMP, 355ml Sugarfree and 250ml Sugarfree 4-pack, the launch of the new Red Bull Summer Edition Curuba Elderflower will be supported with a range of tailored POS to raise awareness in-store across all key touchpoints.
For Red Bull, NPD has been largely incremental with 50% of shoppers that bought into the Editions range being new to the Red Bull brand (Kantar). Last year, Red Bull launched its most successful NPD yet: The Summer Edition with the taste of Juneberry, which has now been made permanent in the range as The Blue Edition.
Matt Gouldsmith, Channel Director, Wholesale, Suntory Beverage & Food GB&I, comments: “The sport and energy drinks segments have continued to deliver significant value, acting as a real driver for the soft drinks category as a whole. In fact, both sport and energy drinks are growing ahead of the category, currently seeing 80.5% (Nielsen) and 16.9% (Nielsen) value sales growth respectively.”
Within energy, stimulation has been the strongest performing segment over the last five years, making up 80% of the category and worth £345m (NielsenIQ) in the convenience channel in the last year.
Alongside stimulation sales, sport drinks have performed well since the pandemic. This tallies with a broader increase in focus on health following the impact of Covid-19. Penetration of sport drinks grew by 66% (Kantar) from February 2020 to February 2022. While a lower base than stimulation, the trend within sport drinks matches the upward swing in the broader sports & energy segment.
Lucozade has recently launched three new drinks – Lucozade Sport Blue Force, Lucozade Energy Blue Burst and Lucozade Alert Blue Rush – which have all joined the Lucozade range, uniting the sub-brands together for the first time in a huge change in Lucozade’s marketing strategy.
The launch of Blucozade is the first time that all three Lucozade sub-brands have appeared side by side in a single launch, with new drinks across function, flavour and format. This cross-category innovation creates an exciting line up of new drinks across the Lucozade brand, adding a splash of colour to retailers’ chillers and creating real excitement for shoppers.
Lucozade Energy has moved its 380ml single SKUs to 500ml bottles only, including Lucozade Energy Orange and Original, the Lucozade Energy Apple, Cherry and Caribbean Crush flavours and Lucozade Zero Pink Lemonade. The move also sees the introduction of a price-marked variant, RRP £1.50, available for the first time in 500ml format, offering a bigger bottle and better value for Lucozade Energy drinkers.
The move to 500ml single bottles from 380ml PMP and existing 380ml standard pack flavours across the range enhances the options for shoppers wanting to choose the right drink for their different consumption occasions by offering them their favourite drink, in a larger on-the-go format. Lucozade Energy 380ml bottles will still be available in multipacks, while 250ml and 330ml cans offer a great entry option for those looking for an on-the-go drink, and 900ml bottles deliver a great “drink later” option. Standard non-PMP single 380ml packs of Orange and Original flavours will still be available across Northern Ireland.
“Lucozade has helped to lead the energy drinks segment as a trusted brand consumers know and love,” adds Gouldsmith. “A continued focus on innovation, packaging and flavour delivered more of what we know our customers want. Shoppers are already purchasing more Lucozade drinks per trip, with an uplift of +3.3% (Kantar), which means both wholesalers and retailers should ensure they’re stocked up.”
Sales of Lucozade Sport were again strong in 2023, with the brand climbing in value by 21.2% (Nielsen), continuing the strong performance displayed in the previous year, helped by the launch of Lucozade Sport Zero Sugar in March. Within its first eight months on shelf, Lucozade Sport Zero Sugar delivered £8.5M in sales – growing faster than the total category – and is also 55% incremental to the soft drinks category as a whole (Nielsen).
Lucozade Energy also grew in value last year by 2.8% (Nielsen) following the introduction of a new look and taste for the brand’s Original and Orange flavours.
The new enhanced flavours helped the brand drive 8% (Nielsen) value and 1.1% (Nielsen) volume YOY growth and was the result of 18 months of extensive research and development, and input from 6,500 consumers. The changes also prompted 25% more shoppers to purchase the brand and over half of these were light or lapsed shoppers, which suggests the drinks’ fresh new pack design and bolder flavour profiles are renewing shopper interest in the brand and driving trial.
Andy Lewis, Group Marketing Controller at Sunmagic, comments: “It is a transitional time for the soft drinks sector with the cost-of-living crisis, inflation and latest trends creating a challenging environment but equally a sector with many opportunities for growth if the right products are stocked.”
Wholesalers traditionally do well in summer with soft drinks sales and there is no reason for 2024 to be any different, but it will be important for the market to offer customers the right level of choice and value to meet with their requirements. Customers are interrogating their product purchases and the amount they spend more than ever before and increasingly seeking out lines offering them better value along with healthier treats, with the functional drinks trend continuing to be a major driver of purchase.
Sunmagic Juices is a UK-based producer of premium juice, juice drinks, fresh juice and smoothies. Offering a broad range of flavours and formats under its Sunmagic brand which are primarily ‘From Concentrate’ juices. These include 300ml and 500ml rPET bottles along with 1L cartons. Its Daymer Bay Drinks range of premium juices, lemonades and mocktails are primarily NFC and cater perfectly for the adult soft drinks sector, providing premium solutions for the wholesale market selling into independent stores as well as cafes, bars and restaurants.
“These drivers are set to impact soft drink sales in wholesale,” says Andy Lewis.
Rising household energy bills and motor fuel costs are likely to lead convenience channel shoppers to re-evaluate their choice in everyday soft drinks, especially given the level of price inflation seen in the last 12 months. Even categories with the highest penetration such as Water have seen static volume growth as shoppers cut back on quantities purchased. Water however has seen healthy value growth at +10% YOY as has Fruit Juice, with YOY value growth of +4% YOY.
The overall soft drinks category has been facing pressure in recent years from the macro trend of health and wellness, with two thirds (66%) of consumers indicating that they are “taking precautions to protect long term health, such as changing what I eat and drink and how frequently I exercise”. Juice is one of the categories to be well placed to address this as many juices are naturally high in vitamin C and even if not, lend themselves well to the enrichment in vitamin blends.
While one adult in five is teetotal, the proportion is highest among 18 to 24-year-olds, where one third claims to be teetotal. In addition, half of alcohol drinkers say they are “limiting” their alcohol intake, so consumer demand for adult soft drinks is set to accelerate its growth. The trend is likely to continue for adults to choose premium soft drink options, with taste the key driver and good value growing in importance, given the current economic climate.
During the past 12 months, treating has become a key purchase driver for food and drink, with shoppers turning to more indulgent options, including in C-stores, as a reward or pick-me-up during these testing times. It’s all good news for the juices sector where overall sales continue to be strong, and Sunmagic is a major player with its core fruit juice range, and premium adult soft drinks, where they have introduced their Daymer Bay Drinks range.
Not from Concentrate juice remains the dominant sector with a value of £613.5m, up 5.7%. And adult soft drinks, where Sunmagic Juices have recently launched the Daymer Bay range, are seen as a “pick me up” and most often drunk on their own (70%), versus 30% as mixers.
From Concentrate Juices offer the best value and their importance is growing in the sector as more shoppers place value as their key decision driver. Representing £115.2m of the total juice market, it will become more important in the year ahead for stores to offer more choice at this lower tier of the juice category.
Freshly Squeezed occupies the top tier of the juice category offering premium quality to those prioritising quality from their juice purchase. Freshly squeezed is worth £38.5m and can provide an important upper level to enable shoppers to trade up from their mainstream juice.
Smoothies are an important category within the soft drinks sector, representing £275.9m with the varieties of Strawberry & Banana and Mango & Passionfruit the major sellers, but strongest YOY growth coming from the skus offering functional benefits.
The premiumisation & no-alcohol trends are continuing in adult soft drinks. “Taste appeal is the most important factor in premium soft drinks like the Daymer Bay Drinks range,” says Lewis, “however as more people choose not to drink alcohol, there is a growing demand for non-alcoholic options offering great-taste and something different.” This is one of the drivers behind the demand for Mocktails, a sub-category that brands are attempting to satisfy including Daymer Bay Drinks with their new range of Mocktails, available in 250ml glass bottles. Adult soft drinks are seen as a “pick me up” and most often drunk on their own (70%), versus 30% as mixers. The value of premium mixer sales have rocketed by 81.3% to £323.1m.
The Sunmagic brand is one of the most widely distributed ranges of 100% pure fruit juice, juice drinks and smoothies in the UK. Sunmagic’s premium soft drinks come in all shapes and sizes, from small cartons for lunchboxes, to on-the-go bottles to drink at work, and larger packs to take home.
The Sunmagic core fruit juice range is available in both 300ml and 500ml bottles including the most popular flavours of 100% Orange and 100% Apple. Confirming the brand’s broader flavour offering, its juice drinks range in 500ml bottles has a wide variety of flavours including Orange & Carrot, Summer Sensation, and Cranberry.
Sunmagic’s Hydra Juice sub-brand offers an extensive range of 50% Juice drinks perfect for meeting the growing demand for lower juice content drinks. They can offer great value in the wholesale market and their classification as school compliant makes them popular in schools, sports centres and visitor attractions. The Hydra Juice range is fully school compliant and comes in 200ml cartons and 300ml bottles. Within the offering, it includes the core Orange and Apple varieties along with a range of unique flavour offerings such as its Strawberry & Cherry and Mixed Berry SKU’s.
The Village Press brand offers a wide range of premium freshly squeezed and cold pressed products in a wide choice of flavours and formats, 250ml, 500ml, 1l and 2.27 l, to suit all drinking occasions, whether in or out of the home. Given that these are natural and many are a high source of Vitamin C, they link well to the growing trend and demand for functional drinks.
Daymer Bay Drinks’ artisanal range of premium juices and lemonades addresses the trend for consumers being more likely than ever before to choose premium soft drink options, with taste the key driver and good value growing in importance, given the current economic climate. As consumer demand for adult soft drinks accelerates its growth, Daymer Bay Drinks offer strong sales and margin potential.
Shaken Udder continues to contribute significant growth within core Flavoured Milk and has seen incredible growth since first launching in 2004. The brand is now worth £29.2m in retail sales value with double digit growth of +26.3% year on year (Nielsen).
Shaken Udder is the UK’s No. 1 premium milkshake brand (Nielsen) and No. 2 Flavoured Milk brand in Grocery Multiples (Nielsen), with big ambitions to replicate this success within the Convenience Channel. In fact, the brand has doubled their size in Convenience (Nielsen) since the launch of their ambient on-the-go range of milkshakes.
Category growth is increasingly being driven by household penetration gains, with penetration now at 39.9%, up +0.9ppts YOY (Nielsen). In fact, recent analysis revealed 33% of new Shaken Udder customers hadn’t bought from Flavoured Milk last year, accounting for 44% of the sales value gained from new shoppers (Retailer X Loyalty Card Data). This further supports the fact that Shaken Udder attracts new shoppers into the category and encourages category growth, as opposed to switching spend from one brand to another.
In uncertain financial times, consumers are looking for affordable every day treats that represent good value and aren’t unhealthy. They want flavour and high-quality ingredients.
Jo Abram, Marketing Director at Shaken Udder says: “We pride ourselves on having an uncompromising focus on taste and quality. We use superior ingredients, including real Belgian chocolate, Madagascan vanilla seeds, real fruit and absolutely nothing artificial, to achieve a delicious, creamy taste. With less than 5% added sugar, all our shakes are also HFSS compliant.”
Shaken Udder’s delicious taste has resulted in the brand having the highest repeat purchase rate within branded milkshakes, with 38% customers returning to buy the brand more than once a year (Retailer X Loyalty Card Data).
Shaken Udder launched its first ever TV advertising campaign, ‘Do what makes you happy’, in April 2023 which ran exclusively on ITV for four weeks, followed by a second burst in September. In addition to the TV advert, the brand invested in a digital campaign, an OOH ad campaign, and a consumer PR campaign. As a result of this activity, Shaken Udder have seen an increase in new shoppers (Nielsen) showing that once consumers know more about the brand, they go out and purchase.
Shaken Udder Co-Founder, Jodie Howie, said: “We have big ambitions for the brand. Shaken Udder was founded in 2004 as a drink sold at festivals, and our advertising campaign builds on that festival frame of mind – encouraging people to reconnect with their more liberated selves – while growing our market to reach new audiences. Our recent rebrand reflects how far Shaken Udder has come in the last 19 years. The new packaging design showcases our biggest selling point which is the incredible taste of our shakes.”
Shaken Udder’s chocolate milkshake, Chocolush, remains their bestselling flavour all year round, with both formats in growth year on year from large, well-established bases (Nielsen). Interestingly, it’s Shaken Udder’s vanilla milkshake, Vanillalicious, that attracts the highest level of heavy shoppers, with 26.8% shoppers buying 12 or more times a year (Retailer X Loyalty Card Data).
In fact, Shaken Udder Vanillalicious has also experienced incredibly strong growth, up +54.4% year on year (Nielsen).
In 2022, Shaken Udder launched an ambient range, which offers a longer shelf-life, no need for chilled storage and zero compromise on taste. The range fills the gap for a luxurious milkshake brand in the convenience channel. Currently available in Chocolush 330ml, Vanillalicious 330ml and Strawberry Dream 330ml, they’re ideal for impulse purchases.
With summer on the horizon, it’s the ideal time to review your range of soft drinks and accompaniments to ensure you’re ready to cash in on increased demand during the warm weather.”
Sales of no- and low-alcohol drinks are booming. A YouGov survey (Jan 2024) reported that 44% of drinkers aged 18-24 ‘occasionally or regularly’ seek alcohol alternatives – up from 31% in 2022 – while a report by alcohol-free beer brand Lucky Saint predicted the UK low-and-no market to be worth upwards of £450m this year.
“The latest figures really underline how consumers are ripping up the drinks rule book and no longer view an adult drink as one that has to contain alcohol,” comments Stuart Findlater, Business Director at Mixologist’s Garden. “There’s no longer any stigma attached to drinking soft drinks at home or in a bar, pub or restaurant.”
The increased cost of living, says Findlater, is another factor which has contributed to the rise in the popularity of soft drinks as cost-conscious consumers seek out affordable ways to treat themselves.
“Creating and serving exciting and visually appealing drinks at home can be a fun and more affordable alternative to going out to bars – and this, of course, opens up multiple opportunities for wholesalers to capitalise on the increased demand, not only for soft drinks, but for added extras, such as fruit garnishes,” he adds.
Mixologist’s Garden’s unique, innovative and ready-to-use fruit garnishes enable would-be bartenders to quickly and effortlessly elevate their summer serves. The ultimate at-home bar hack, the five fruit options – Lemon, Lime and Strawberry slices, as well as whole Raspberries and Blueberries – help consumers quickly and easily create beautiful drinks without having to buy, prepare and potentially waste fresh ingredients.
“In our research, 80% of consumers said they would garnish drinks at home if an easy solution was available, but they didn’t want the hassle of buying and preparing, and possibly wasting, fresh fruit,” says Findlater. Hand selected for their superior quality and then freeze-dried to capture 100% flavour and appearance, the Mixologist’s Garden’s fruit garnishes quickly rehydrate on contact with the liquid and add a unique and visually appealing flourish to any drink.
Available in handy 10g resealable pouches (RRP £2.75 per 10g pouch), each pouch contains the equivalent of approximately 100g of fresh fruit. With a long shelf life, they can be displayed at ambient temperatures and take up minimal in-store shelf space, unlike fresh fruit. For simple, effective and space-saving merchandising, they’re also available on clip-strips which means they can be positioned directly in the eye-line of consumers purchasing related products.
“Mixologist’s Garden is well positioned to help wholesalers capitalise on demand for high quality, premium drinks garnishes, not just for summer cocktails but all year round,” adds Findlater. “They’re the perfect impulse purchase opportunity and a valuable addition to the alcohol-free and soft drinks aisles.”
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