Table of Contents
Executive Summary
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- Brand leaders
- Big-name brands continually drive innovation
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- Figure 1: Top ranking of brands in the drinks sector, by usage in the last 12 months, January 2016-March 2019
- Robinsons gains the highest proportion of commitment
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- Figure 2: Top ranking of brands in the drinks sector, by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2016-March 2019
- Baileys stands out from the crowd
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- Figure 3: Top ranking of brands in the drinks sector, by differentiation (net of “It stands out as being somewhat different to other brands” and “It’s a unique brand”), January 2016-March 2019
- Most satisfactory brands are not necessarily the biggest
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- Figure 4: Top ranking of brands in the drinks sector, by positive experience (net of “Good” and “Excellent” reviews), January 2016-March 2019
- Trust tends to be an advantage for big-name brands
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- Figure 5: Top ranking of brands in the drinks sector, by agreement with “A brand that I trust”, January 2016-March 2019
- Taking inspiration from Evian to promote a quality image
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- Figure 6: Top ranking of brands in the drinks sector, by agreement with “A brand that is consistently high quality”, January 2016-March 2019
- Nescafé and Robinsons capable of fighting off competition
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- Figure 7: Top ranking of brands in the drinks sector, by agreement with “A brand that offers good value”, January 2016-March 2019
- Value is the key driver of purchase intent
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- Figure 8: Correlation of product perceptions and purchase intent in the drinks sector, April 2018-April 2019
- Baileys considered delicious by highest proportion
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- Figure 9: Top ranking of brands in the drinks sector, by agreement with “delicious”, January 2016-March 2019
- Clipper continues to be an ethical frontrunner
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- Figure 10: Top ranking of brands in the drinks sector, by agreement with “ethical”, January 2016-March 2019
- Innocent as an influencer on brands
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- Figure 11: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, January 2016-March 2019
- Opportunities and threats
- Opportunity for functional claims
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- Figure 12: New launches in the drinks sector, by claim category, January 2015-April 2019
- Figure 13: Functional claims in the drinks sector, January 2015-April 2019
- Organic and vegan claims growing in the drinks sector
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- Figure 14: New product launches in the drinks sector, by organic, vegan and vegetarian claims, January 2015-April 2019
- What we think
Brand Leaders – What You Need to Know
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- Big-name brands continually drive innovation
- Robinsons gains the highest proportion of commitment
- Baileys stands out from the crowd
- Most satisfactory brands are not necessarily the biggest
Usage
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- Big-name brands continually drive innovation
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- Figure 15: Top ranking of brands in the drinks sector, by usage in the last 12 months, January 2016-March 2019
- Bottled water brands increasing their influence
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- Figure 16: Examples of launches from Highland Spring and Volvic, 2019
Preference
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- Robinsons gains the highest proportion of commitment
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- Figure 17: Top ranking of brands in the drinks sector, by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2016-March 2019
- Nescafé ventures into organic products to create a stronger bond
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- Figure 18: Nestlé, Nescafé Gold Organic, March 2019
- Kopparberg uses brand name for product extension
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- Figure 19: Kopparberg Balans Aqua Spritz launches, 2019
Differentiation
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- Baileys stands out from the crowd
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- Figure 20: Top ranking of brands in the drinks sector, by differentiation (net of “It stands out as being somewhat different to other brands” and “It’s a unique brand”), January 2016-March 2019
- The Guinness brand opens up new opportunities
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- Figure 21: Guinness, Open Gate Brewery Pure Brew Ultra Low Alcohol Lager Beer, March 2019
- Ribena is able to use position to explore new trends
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- Figure 22: Ribena Frusion range, April 2019
Satisfaction and Recommendation
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- Most satisfactory brands are not necessarily the biggest
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- Figure 23: Top ranking of brands in the drinks sector, by positive experience (net of “Good” and “Excellent” reviews), January 2016-March 2019
- Premium alcohol brands promote enthusiastic reviews
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- Figure 24: Top ranking of brands in the drinks sector, by excellent reviews, January 2016-March 2019
- Alcohol experience elevates satisfaction
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- Figure 25: Bombay Spirits, Bombay Sapphire English Estate Gin, May 2019
- Many routes to recommendation
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- Figure 26: Top ranking of brands in the drinks sector, by likely recommendation, January 2016-March 2019
Brand Personality – What You Need to Know
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- Trust tends to be an advantage for big-name brands
- Nescafé and Robinsons capable of fighting off competition
- Baileys considered delicious by highest proportion
- Clipper continues to be an ethical frontrunner
- Innocent as an influencer on brands
Trust and Quality
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- Trust tends to be an advantage for big-name brands
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- Figure 27: Top ranking of brands in the drinks sector, by agreement with “A brand that I trust”, January 2016-March 2019
- Bottled water brands benefit from Soft Drinks Industry Levy
- Tropicana boosts health associations
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- Figure 28: Tropicana Whole Fruit, May 2019
- Taking inspiration from Evian to promote a quality image
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- Figure 29: Top ranking of brands in the drinks sector, by agreement with “A brand that is consistently high quality”, January 2016-March 2019
Value
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- Nescafé and Robinsons capable of fighting off competition
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- Figure 30: Top ranking of brands in the drinks sector, by agreement with “A brand that offers good value”, January 2016-March 2019
- Value is the key driver of purchase intent
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- Figure 31: Correlation of product perceptions and purchase intent in the drinks sector, April 2018-April 2019
- Robinsons with potential to premiumise further
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- Figure 32: Top ranking of brands in the drinks sector, by agreement with “A brand that is worth paying more for”, January 2016-March 2019
- Fentimans promotes premium aspect of its drinks
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- Figure 33: Examples of Fentimans launches, 2019
Taste and Refreshment
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- Baileys considered delicious by highest proportion
- Cider brands the exception to the rule
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- Figure 34: Top ranking of brands in the drinks sector, by agreement with “delicious”, January 2016-March 2019
- Carlsberg goes all out to change taste perceptions
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- Figure 35: Carlsberg’s “Probably not the best beer in the world” campaign, April 2019
- Robinsons considered particularly refreshing
- Taste is more elusive than refreshment
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- Figure 36: Top ranking of brands in the drinks sector, by agreement with “refreshing”, January 2016-March 2019
- Opportunity for inspiration from bottled water brands
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- Figure 37: Examples of water provenance in other drinks, April-May 2019
Ethicality
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- Clipper continues to be an ethical frontrunner
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- Figure 38: Top ranking of brands in the drinks sector, by agreement with “ethical”, January 2016-March 2019
- Brands look to packaging for ethical shift
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- Figure 39: Ethical claims on new product launches in the drinks sector, January 2015-April 2019
- Brands seek to support local environment
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- Figure 40: Sharp’s Brewery In Our Elements campaign for Doom Bar, April 2019
- Dash Water targets food waste
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- Figure 41: Dash Water, British Sparkling Spring Water Infused with Wonky Raspberries, March 2019
Innovation
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- Innocent as an influencer on brands
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- Figure 42: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, January 2016-March 2019
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- Figure 43: Innocent Bolt from the Blue, April 2019
- Beer is the drinks category with highest NPD
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- Figure 44: Launch activity in the drinks sector, by subcategory, January 2015-April 2019
- BrewDog stands out for innovation in a craft-driven category
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- Figure 45: Comparison of perceptions of BrewDog product launches vs all other drink product launches, April 2018-April 2019
Opportunities and Threats – What You Need to Know
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- Opportunity for functional claims
- Organic and vegan claims growing in the drinks sector
- Big-name brands launching organic and plant-based variants
- Trend towards low/no/reduced alcohol
- Catering for fewer occasions
Adding Functional Claims
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- Opportunity for functional claims
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- Figure 46: New launches in the drinks sector, by claim category, January 2015-April 2019
- Energy claims most prevalent
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- Figure 47: Functional claims in the drinks sector, January 2015-April 2019
- Stressed lives mean opportunity for relief claims
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- Figure 48: Examples of drinks launches containing CBD, 2018-19
- Consumers struggling with sleep
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- Figure 49: Sleep Well milks, May 2019
- Brands catering for niche diets
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- Figure 50: Examples of product launches designed to fit specific diets, 2019
- Nootropics and adaptogens
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- Figure 51: Examples of nootropic and adaptogenic launches in the drinks sector, 2018-19
Growth of Organic and Vegan Claims
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- Organic and vegan claims growing in the drinks sector
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- Figure 52: New product launches in the drinks sector, by organic, vegan and vegetarian claims, January 2015-April 2019
- Big-name brands launching organic variants
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- Figure 53: Tropicana Organic 100% Pure Pressed Fruit Juice, 2018-19
- Red Bull launches new range of organic soft drinks
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- Figure 54: Organics by Red Bull launches from Red Bull UK, 2019
- Starbucks launches plant-based coffee drink
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- Figure 55: Starbucks, Almond Plant-Based Iced Coffee, April 2019
- Kew Gardens authenticating botanical extracts
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- Figure 56: Rosemary Water UK No1 launches featuring extracts authenticated by Royal Botanic Gardens in Kew, 2019
Alcohol Trends
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- Consumers increasingly open to low/no-alcohol alternatives
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- Figure 57: Heineken alcohol-free campaign, May 2019
- Alcohol-free extending outside of beer
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- Figure 58: Gordon’s Ultra Low Alcohol Gin and Tonic Flavoured Drinks from Tanqueray Gordon’s, 2019
- Guinness and moderation
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- Figure 59: Guinness moderation campaign, January 2019
- Catering for fewer occasions
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- Figure 60: Examples of Smirnoff fruit-flavoured vodka drink launches, 2018-19
- Focusing on the enjoyment of the moment
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- Figure 61: Stella Artois’ Joie de Bière campaign, October 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Brands Covered
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