Cordials and Squashes - UK - April 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Summer weather heats up 2018 sales
Future outlook is challenging
Figure 1: Forecast of UK value sales of cordials and squashes, 2013-23
Retail is the biggest channel
‘Sugar Tax’ comes into force
Plastic waste is in the spotlight
Alcohol reduction is an opportunity
Companies and brands
Robinsons’ new grown-up ranges drive growth
Vimto overtakes Ribena
Figure 2: Leading brands’ share of value sales in the UK retail cordial and squash market, 2018^
Cordials and squashes target adults
Tetley launches fortified squash
Britvic drives increase in adspend in 2018
Tetley supports Super Squash, Ribena and Vimto visibility driven by juice drinks
Robinsons excels on trust, quality and value
The consumer
Four in five drink cordials and squashes
Figure 3: Frequency of drinking types of cordials and squashes, February 2019
The home is top for cordial and squash usage
Linking with refill stations can tap into reusable water bottle trend
Figure 4: When cordials and squashes are drunk, February 2019
Sizeable demand for premium options in the on-trade
Cocktail recipes garner high interest
Figure 5: Behaviours relating to cordials and squashes, February 2019
A favourite flavour is most important choice factor
Sugar is high on the agenda
Figure 6: Important purchase factors influencing the choice of cordials and squashes, February 2019
British fruits are in demand
Fortifications appeal to many
Figure 7: Interest in flavours and ingredients in cordials and squashes, February 2019
Category seen as a more environmentally friendly choice
Figure 8: Attitudes towards cordials and squashes, February 2019
What we think
ISSUES AND INSIGHTS
Alcohol reduction trend is an opportunity for cordials and squashes
The facts
The implications
The category has a strong green image it can leverage
The facts
The implications
Scope to use British fruits to forge point of difference
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Summer weather heats up 2018 sales
Future outlook is challenging
Retail is biggest channel
‘Sugar Tax’ comes into force
Plastic waste is in the spotlight
Alcohol reduction is an opportunity
MARKET SIZE AND FORECAST
2018 summer heatwave sees sales jump
Sales struggle over 2013-18
Hot weather and premiumisation drive 2018 growth
Figure 9: UK value sales of cordials and squashes, at current and constant prices, 2013-23
The future
Figure 10: Forecast of UK value sales of cordials and squashes, 2013-23
Forecast methodology
CHANNELS TO MARKET
Retail channel sees biggest sales boost in 2018
Figure 11: UK value sales of cordials and squashes in the on-premise and retail channels, 2013-18
MARKET DRIVERS
Sugar remains main foe in fight against obesity
Soft Drinks Industry Levy comes into force
Scepticism towards artificial sweeteners is a challenge for sugar reduction
Plastic waste is in the spotlight
Government consultations launched to tackle issue
Manufacturers commit to plastic recycling
2018 summer weather a boon for category
Figure 12: Total hours of sunshine in the UK, by month, 2013-18
Alcohol reduction trend creates opportunities
Decline in under-10s could impact on sales
Category is unlikely to benefit from the ageing population
Figure 13: Trends in the age structure of the UK population, 2013-18 and 2018-23
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Robinsons’ new grown-up ranges drive growth
Vimto overtakes Ribena
Cordials and squashes target adults
Tetley launches fortified squash
Britvic drives increase in adspend in 2018
Tetley supports Super Squash, Ribena and Vimto visibility driven by juice drinks
Robinsons excels on trust, quality and value
MARKET SHARE
Grown-up ranges drive Robinsons’ growth
Figure 14: Leading brands’ value sales and shares in the UK retail cordial and squash market, 2016-18
Vimto overtakes Ribena
Bottlegreen and Belvoir
Own-label’s share remains steady
START-UPS AND DISRUPTORS CASE STUDY – WOLFE’S SHRUBS
Company overview
What is it?
Founded
Company mission statement
Founder’s story
Mintel analyst view
Mintel Trends
Why it could succeed
Why it could fail
The verdict
Product information
Figure 15: Wolfe's Shrubs product range, March 2019
Figure 16: Wolfe's Shrubs concentrates, March 2019
Media profile
Social media metrics
Figure 17: Social media metrics for Wolfe's Shrubs as of March 2019
The brand’s view
Revenue in the last year (as of 1 December 2018)
Sources of funding and support
Target audience
What consumer needs does the range meet?
Product stockists
Looking to the future
LAUNCH ACTIVITY AND INNOVATION
Cordials and squashes lose share of soft drinks launches
Figure 18: Beverage concentrates’ share of launches in the UK retail soft drinks market, 2014-18
Robinsons launches ranges targeting grown-ups
Figure 19: Robinsons Fruit Creations and Fruit Cordials ranges, 2017 and 2018
Herb and spice flavours gain prominence
Figure 20: Top six flavour components used in new product launches in the UK retail beverage concentrates market (sorted by 2018), 2014-18
Figure 21: Cordials and squash launches featuring herb or spice flavour components, 2018
Vimto and Ribena roll out flavour extensions
Tetley enters category with fortified squash
Figure 22: Tetley Super Squash range, 2017
ADVERTISING AND MARKETING ACTIVITY
Adspend picks up in 2018
Figure 23: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, 2014-18
Robinsons enlists kids to push for ‘grown-ups’ message
Figure 24: Robinsons Fruit Creations and Fruit Cordials adverts, 2018
Fruit Cordials sponsor James Martin’s Saturday Morning with dinner party advice
Sustainability is a focus for Robinsons’ Wimbledon sponsorship
Teisseire focuses on flavour and cocktail recipes
Figure 25: Total above-the-line, online display and direct mail advertising expenditure on cordials and squashes, by top five advertisers (sorted by 2018), 2014-18
Tetley smartens up its fruit in Super Squash campaign
Figure 26: Tetley Super Squash ‘Seriously Super Stuff’ advert, 2018
Ribena and Vimto visibility driven by juice drinks
Ribena continues focus on flavour
Vimto launches ‘Refreshingly Different’ campaign
Figure 27: Vimto ‘Refreshingly Different’ advert, 2018
Bottlegreen and Belvoir link to royal wedding with cake recipes
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 28: Attitudes towards and usage of selected brands, March 2019
Key brand metrics
Figure 29: Key metrics for selected brands, March 2019
Brand attitudes: Robinsons excels on trust, quality and value
Figure 30: Attitudes, by brand, March 2019
Brand personality: Bottlegreen stands out as exclusive
Figure 31: Brand personality – macro image, March 2019
Robinsons and Vimto are seen as most delicious
Figure 32: Brand personality – micro image, March 2019
Brand analysis
Robinsons sets the benchmark high for its competitors
Figure 33: User profile of Robinsons, March 2019
Bottlegreen has the strongest premium image
Figure 34: User profile of Bottlegreen, March 2019
Ribena enjoys a fun image among the young
Figure 35: User profile of Ribena, March 2019
Vimto is viewed positively but trails behind its competition
Figure 36: User profile of Vimto, March 2019
Jucee struggles to stand out from competition
Figure 37: User profile of Jucee, March 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Four in five drink cordials and squashes
The home is top for cordial and squash usage
Linking with refill stations can tap into reusable water bottle trend
Sizeable demand for premium options in the on-trade
Cocktail recipes garner high interest
A favourite flavour is most important choice factor
Sugar is high on the agenda
British fruits are in demand
Fortifications appeal to many
Category seen as a more environmentally friendly choice
USAGE OF CORDIALS AND SQUASHES
Four in five drink cordials and squashes
Figure 38: Repertoires of types of cordials and squashes drunk, February 2019
Families are key users of cordials and squashes
Standard- and double-strength squashes have a lead
Figure 39: Frequency of drinking types of cordials and squashes, February 2019
46% drink cordials
No-added-sugar variants are most popular
Figure 40: Usage of no-added-sugar and regular cordials and squashes, February 2019
WHEN CORDIALS AND SQUASHES ARE DRUNK
The home remains the centre of cordial and squash usage
Scope to grow meal occasion with pairing advice
Figure 41: When cordials and squashes are drunk, February 2019
Linking with refill stations can tap into reusable water bottle trend
Boosting energy and hydration could enhance exercise usage
BEHAVIOURS RELATING TO CORDIALS AND SQUASHES
Sizeable demand for premium options in on-trade
Work with on-trade operators for training and advice
Figure 42: Behaviours relating to cordials and squashes, February 2019
Cocktail recipes garner interest
Cocktails also offer flavour cues
Cold infusions are a threat
CORDIAL AND SQUASH PURCHASE FACTORS
A favourite flavour is most important
16-34s are most adventurous
Figure 43: Important purchase factors influencing the choice of cordials and squashes, February 2019
Sugar is high on the agenda
One in three are swayed by deals
INTEREST IN CORDIAL AND SQUASH CONCEPTS
British fruits are in demand
Figure 44: Urban Cordials’ range of cordials at IFE London, 2019
Scope to play on regional provenance
Figure 45: Interest in flavours and ingredients in cordials and squashes, February 2019
Fortifications appeal to many
Price and category confusion are barriers to Tetley Super Squash
Figure 46: Perceptions of Tetley Super Squash in comparison to cordials and squashes in the UK market, April 2018-March 2019
Energy-boosting ingredients interest 33% of young men
ATTITUDES TOWARDS CORDIALS AND SQUASHES
Category seen as a more environmentally friendly choice
Figure 47: Attitudes towards cordials and squashes, February 2019
Baking suggestions spark interest
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 48: Total UK value sales of cordials and squashes, best- and worst-case forecast, 2018-23
APPENDIX – MARKET SHARE
Figure 49: Leading manufacturers’ value sales and shares in the UK retail cordial and squash market, 2016-18
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 50: Share of new product launches in the UK retail beverage concentrates market, by launch type, 2014-18
Figure 51: Share of new product launches in the UK retail beverage concentrates market, by branded and private label, 2014-18
Figure 52: Share of new product launches in the UK retail beverage concentrates market, by top 10 companies (sorted by 2018), 2014-18
Figure 53: Top 10 claims featured on new product launches in the UK retail beverage concentrates market (sorted by 2018), 2014-18