According to the Britvic Soft Drinks Review, soft drinks generated value sales in the leisure channel of more than £2.8bn. With value growth static, the category once again demonstrated its resilience, retaining its position as the third largest category after beer and spirits.
Bucking the decline seen immediately after the recession, consumers continued to treat themselves by visiting pubs and clubs. A willingness to spend on premium products, brand names and quality experiences meant that soft drinks was able to remain resilient , faring better than other categories thanks to its versatility and relevancy amongst consumers.
Top headlines from the review, based on independent Nielsen (w/e 28th December 2013) and CGA (w/e 28th December 2013) market data, include:
Britvic remained the number one supplier in the leisure channel, with value sales of more than £1.3bn largely driven by the success of the Pepsi. Draught sales accounted for more than half of all soft drink sales and carbonates remained the most popular type of soft drink, with a 77% share and value sales of more than £2.2bn.
Value-for-money continued to be a core purchase driver with consumers looking towards casual dining restaurants and pubs for guaranteed quality and value. Food-led outlets dominated the soft drinks market, with sales growing by 4% value and reaching more than £2bn, supporting the casual dining trend.
Paul Graham, general manager at Britvic Soft Drinks, said: “Whilst other categories suffered in the wake of the continued economic challenges, soft drinks saw steady growth and value sales surpassed the £10bn mark for the first time.
“Although remaining flat, the leisure channel proved its resilience, with soft drinks faring better than other segments and holding on to its position as third biggest category in FMCG after beer and wine. Shaped by multiple consumer trends, such as value, premiumisation and quality, we have seen a wealth of innovation hit the market, all of which has helped to keep the sector relevant and exciting amongst a diverse audience. We are confident that the overall successful performance of soft drinks and the continued evolution of the category is paving the way for a positive and exciting future.”
Source: Britvic Soft Drinks
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