Table of Contents
Issues in the Market
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- Key themes
- Definition
Future Opportunities
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- Take functionality on board
- Play to your Strengths
Market in Brief
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- Size matters
- Fighting fit?
- It’s the real thing
- The medium is the message
- Retail versus on-trade
- The future
Internal Market Environment
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- Key points
- The key trends
- The demonisation of the fizzy drink
- And Nanny steps in…
- Healthy is as healthy does…
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- Figure 1: Trends for statements about health and diet, 2004-08
- But core carbonates drinkers are not the most concerned
- It’s only natural
- Sugar-free increasing share
- Soft drinking in the on-trade
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- Figure 2: Frequency of pub visiting for eating and drinking, 2006 and 2008
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- Figure 3: Trends for use of standard or low-calorie fizzy minerals/mixers for alcoholic drinks, 2004-08
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- Figure 4: Trends for which flavours of mixer are used for alcoholic drinks, 2004-08
Broader Market Environment
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- Key points
- Summer? What summer?
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- Figure 5: average temperatures and total number of sunshine hours, UK, 2003-07
- Figure 6: UK volme sales of carbonates and total hours of sunshine, 2003-07
- The changing legislative climate
- Population trends – favourable or not?
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- Figure 7: Structure of the UK population, by age, 2003-13
- Opinion varies on the effects of recession
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- Figure 8: Trends in personal disposable income and consumer expenditure, in 2008 prices, 2003-13
Competitive Context
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- Key points
- Healthier soft drinks are the stars
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- Figure 9: Carbonates and competing markets, by value, 2003-08
- More competition for kids’ pocket money
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- Figure 10: Trends in how 7-10-year-olds spend their pocket money, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Just over half of NPD involves new product introductions
- No additives, please
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- Figure 11: New product activity in carbonates, % by positioning, 2008
- Hold the sugar – but give us the best
- Coke leads the field – but niche suppliers are quick on their feet
- Trends in NPD
- Addressing the ‘natural’ trend
- Preventing loss of consumers to water and juices
- Tropicana hitches a ride
- Packaging goes greener, too
- Fairtrade Fizzies
- Packaging-led NPD – a change is as good as a relaunch
- Celebratory packaging for shelf-appeal
- Playing the authenticity card
- Organic makes its mark
Market Size and Forecast
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- Key points
- Big but hard to move
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- Figure 12: UK value and volume sales of carbonates (on- and off-trade), 2003-13
- The future of the market
- Forecast
- Premiumisation of market will prevent decline
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- Figure 13: Average price paid per litre for carbonates, on- and off-trade, 2003-13
- Factors used in the forecast
Segment Performance
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- Key points
- Retail struggling due to discounting
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- Figure 14: UK retail (off-trade) value and volume sales of carbonates, 2003-13
- Figure 15: UK retail value sales of carbonates, by type, 2006-08
- On-trade shows better growth
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- Figure 16: UK on-trade value and volume sales of carbonates, 2003-13
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- Figure 17: UK on-trade value sales of carbonates, by type, 2006-08
Market Share
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- Key points
- Branded manufacturer shares
- Coca-Cola untouchable in retail, but Barr and Britivic do better
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- Figure 18: Manufacturers’ retail value brand shares in carbonates, 2006-08
- On-trade led convincingly by Pepsi and Coca-Cola
Companies and Products
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- Coca-Cola Great Britain
- Britvic Soft Drinks
- AG Barr
Brand Elements
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- Brand map
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- Figure 19: Attitudes and usage of carbonate brands, January 2009
- Figure 20: Attitudes and usage of carbonate brands, January 2009
- Coca-Cola
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 21: Attitudes towards the Coca-Cola brand, January 2009
- Tango
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Tango brand, January 2009
- R Whites
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the R Whites brand, January 2009
- Pepsi
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Pepsi brand, January 2009
- Fanta
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Fanta brand, January 2009
- Brand qualities of carbonate brands
- 7UP beats Coke for refreshment, but Coke most fun
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- Figure 26: Personalities of various carbonates brands, January 2009
- Experience of carbonate brands
- Colas preferred for regular drinking
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- Figure 27: Consumer usage of various carbonate brands, January 2009
- Brand intentions for carbonate brands
- Coca-Cola keeping customers, Dr Pepper putting some off?
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- Figure 28: Consideration of various carbonate brands, January 2009
- Brand momentum for carbonate brands
- Coca-Cola still sparkling, 7UP going flat
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- Figure 29: Momentum of various carbonate brands, January 2009
- Brand satisfaction for carbonate brands
- Coca-Cola most excellent, but Dr Pepper not all pep
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- Figure 30: Satisfaction with various carbonate brands, January 2009
- Brand commitment to carbonate brands
- Coke has greatest loyalty
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- Figure 31: Commitment to various carbonate brands, January 2009
- Round up
Brand Communication and Promotion
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- Key points
- Brands get a lot for their money
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- Figure 32: Main monitored media above-the-line advertising spend on carbonates, 2004-08
- Coke puts others in the shade
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- Figure 33: Main monitored media above the line advertising spend on carbonates, by advertiser, 2004-08
- Advertising strategy
- Stay young and beautifully streetwise
- Marketing themes
- In celebration of being young
- It’s a giveaway
- Quirkiness, fun and archness
- Brand heritage and tradition
- It’s Only Natural
- Give a little lurve…
- A question of taste
- Sisters are doing it for themselves…
- Prestige – it’s an image thing
- Quantum of Zero
Channels to Market
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- Key points
- The multiples have it, on impulse
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- Figure 34: UK volume sales of carbonates, by outlet type, 2006-08
- On-trade share falls and pubs lose out
The Consumer – Usage
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- Key points
- Fewer adults drink carbonates
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- Figure 35: Trends for usage of fizzy drinks and cola, 2004-08
- Fruit down, but adult fizzies up
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- Figure 36: Trends for preferred packaging format of fizzy drinks, 2004-08
- Brands more popular – but relatively more people go for own-label
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- Figure 37: Trends for consumption of own-label versus branded fizzy soft drinks, 2004-08
- Kids drinking ‘healthier’ alternatives, especially water
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- Figure 38: Trends for consumption of fizzy and other drinks amongst kids, 2004-08
- Girls going for the ‘healthier’ options, but they lose favour from the age of 10
The Consumer – Attitudes and Motivations
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- Key points
- Health concerns drive non-drinking
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- Figure 39: Consumption of carbonated drinks, by brand, November 2008
- Fun and taste remain most important
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- Figure 40: Attitudes towards carbonates, November 2008
- Half drink on an evening out, mostly to replace alcohol
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- Figure 41: When consumers drink carbonates, November 2008
- Diet options for the ladies
- Burger and cola is a ‘treat’
- Not so convenient for on-the-go
- Meal accompaniments
The Consumer – Repertoire and Target Opportunities
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- Key points
- Diet now almost as popular as regular
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- Figure 42: Regular and reduced-sugar soft drinks consumption, November 2008
- And Coke has them both sewn up
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- Figure 43: Regular and reduced-sugar soft drinks consumption, by brand, November 2008
- A third of the population drink a variety of soft drinks
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- Figure 44: How many different types/brands of fizzy drinks people have drunk in the past 6 months, November 2008
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- Figure 45: Repertoire of fizzy drinks, by brands, November 2008
- More fun to drink than water?
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- Figure 46: How attitudes change as repertoire rises, November 2008
- The alcohol alternative
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- Figure 47: Repertoire of fizzy drinks, by when they are drunk, November 2008
- Identifying targets
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- Figure 48: Attitudinal groups by size, November 2008
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- Figure 49: How attitudinal groups differentiate on attitudes, November 2008
- Naughty but nice (11%)
- Rationalisers (17%)
- Health sensitives (23%)
- Moderate drinkers (47%)
- Heaviest consumers are the Rationalisers and Naughty but nice
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- Figure 50: Attitudinal groups by how many different types of fizzy drinks they have consumed in the past six months, November 2008
- Naughty but nice use them as a pick-me-up
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- Figure 51: Attitudinal groups by occasions when they drink fizzy drinks, November 2008
- Coke the most popular drink amongst all but health sensitives
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- Figure 52: Attitudinal groups by which soft drinks they consume, November 2008
- Naughty but nice the most likely to consume full sugar variants
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- Figure 53: Attitudinal groups by whether they consume regular or low sugar soft drinks, November 2008
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Broader Market Environment
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- Figure 54: Structure of the UK population, by age and gender, 2003-13
- Figure 55: Trends in personal disposable income and consumer expenditure, in 2008 prices, 2003-13
- Figure 56: Cans/Small Bottles drunk last Week by demographics, 2008
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- Figure 57: Who buys fizzy drinks for kids by demographics, 2008
- Figure 58: Type of fizzy drinks consumed by demographics, 2008
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- Figure 59: Where kids consume fizzy drinks by demographics, 2008
- Figure 60: Consumption of fizzy and other drinks by demographic, 2008
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Appendix – Brand Communication and Promotion
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- Figure 61: Main monitored media advertising spend on carbonates, by brand*, 2004-08
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Appendix – The Consumer – Usage/Frequency of Carbonates
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- Figure 62: Trends for preferred flavours and format of fizzy drinks, 2004-08
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- Figure 63: Demographics for usage of fizzy drinks, 2008
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- Figure 64: Demographics for consumption of own-label versus branded fizzy soft drinks, 2008
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- Figure 65: Cans/small bottles drunk in last week, 2004-08
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- Figure 66: Cans/small bottles drunk last week by demographics, 2008
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- Figure 67: Trends for consumption behaviour of fizzy soft drinks amongst kids, 2004-08
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Appendix – The Consumer – Repertoire and Target Opportunities
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- Figure 68: Usage of types of carbonated drinks, by socio details, 2008
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- Figure 69: Usage of types of carbonated drinks, by socio details, 2008
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- Figure 70: Usage of types of carbonated drinks, by socio details, 2008
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- Figure 71: Usage of types of carbonated drinks, by socio details, 2008
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- Figure 72: Agreements with statemnts about carbonates, by socio details, 2008
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- Figure 73: Agreements with statements about carbonates, by socio details, 2008
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- Figure 74: Agreements with statements about carbonates, by socio details, 2008
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- Figure 75: When do consumers drinks carbonates, by socio details, 2008
- Younger drinkers most likely to drink both
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- Figure 76: Regular and reduced-sugar soft drinks consumers, by demographic sub-group, November 2008
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- Figure 77: Attitudinal groups by agreement with statements about fizzy drinks, November 2008
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- Figure 78: Attitudinal groups, by demographics, November 2008
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- Figure 79: Attitudinal groups by how many different types of fizzy drinks they have consumed in the past six months, November 2008
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