Brand Overview: Drink - UK - June 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Brand leaders
Big-name brands continually drive innovation
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
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
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
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
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
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
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
Figure 8: Correlation of product perceptions and purchase intent in the drinks sector, April 2018-April 2019
Baileys considered delicious by highest proportion
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
Figure 10: Top ranking of brands in the drinks sector, by agreement with “ethical”, January 2016-March 2019
Innocent as an influencer on brands
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
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
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
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
Big-name brands continually drive innovation
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
Figure 16: Examples of launches from Highland Spring and Volvic, 2019
PREFERENCE
Robinsons gains the highest proportion of commitment
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
Figure 18: Nestlé, Nescafé Gold Organic, March 2019
Kopparberg uses brand name for product extension
Figure 19: Kopparberg Balans Aqua Spritz launches, 2019
DIFFERENTIATION
Baileys stands out from the crowd
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
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
Figure 22: Ribena Frusion range, April 2019
SATISFACTION AND RECOMMENDATION
Most satisfactory brands are not necessarily the biggest
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
Figure 24: Top ranking of brands in the drinks sector, by excellent reviews, January 2016-March 2019
Alcohol experience elevates satisfaction
Figure 25: Bombay Spirits, Bombay Sapphire English Estate Gin, May 2019
Many routes to recommendation
Figure 26: Top ranking of brands in the drinks sector, by likely recommendation, January 2016-March 2019
BRAND PERSONALITY – WHAT YOU NEED TO KNOW
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
Trust tends to be an advantage for big-name brands
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
Figure 28: Tropicana Whole Fruit, May 2019
Taking inspiration from Evian to promote a quality image
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
Nescafé and Robinsons capable of fighting off competition
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
Figure 31: Correlation of product perceptions and purchase intent in the drinks sector, April 2018-April 2019
Robinsons with potential to premiumise further
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
Figure 33: Examples of Fentimans launches, 2019
TASTE AND REFRESHMENT
Baileys considered delicious by highest proportion
Cider brands the exception to the rule
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
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
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
Figure 37: Examples of water provenance in other drinks, April-May 2019
ETHICALITY
Clipper continues to be an ethical frontrunner
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
Figure 39: Ethical claims on new product launches in the drinks sector, January 2015-April 2019
Brands seek to support local environment
Figure 40: Sharp’s Brewery In Our Elements campaign for Doom Bar, April 2019
Dash Water targets food waste
Figure 41: Dash Water, British Sparkling Spring Water Infused with Wonky Raspberries, March 2019
INNOVATION
Innocent as an influencer on brands
Figure 42: Top ranking of brands in the drinks sector, by agreement with “A brand that is innovative”, January 2016-March 2019
Figure 43: Innocent Bolt from the Blue, April 2019
Beer is the drinks category with highest NPD
Figure 44: Launch activity in the drinks sector, by subcategory, January 2015-April 2019
BrewDog stands out for innovation in a craft-driven category
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
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
Opportunity for functional claims
Figure 46: New launches in the drinks sector, by claim category, January 2015-April 2019
Energy claims most prevalent
Figure 47: Functional claims in the drinks sector, January 2015-April 2019
Stressed lives mean opportunity for relief claims
Figure 48: Examples of drinks launches containing CBD, 2018-19
Consumers struggling with sleep
Figure 49: Sleep Well milks, May 2019
Brands catering for niche diets
Figure 50: Examples of product launches designed to fit specific diets, 2019
Nootropics and adaptogens
Figure 51: Examples of nootropic and adaptogenic launches in the drinks sector, 2018-19
GROWTH OF ORGANIC AND VEGAN CLAIMS
Organic and vegan claims growing in the drinks sector
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
Figure 53: Tropicana Organic 100% Pure Pressed Fruit Juice, 2018-19
Red Bull launches new range of organic soft drinks
Figure 54: Organics by Red Bull launches from Red Bull UK, 2019
Starbucks launches plant-based coffee drink
Figure 55: Starbucks, Almond Plant-Based Iced Coffee, April 2019
Kew Gardens authenticating botanical extracts
Figure 56: Rosemary Water UK No1 launches featuring extracts authenticated by Royal Botanic Gardens in Kew, 2019
ALCOHOL TRENDS
Consumers increasingly open to low/no-alcohol alternatives
Figure 57: Heineken alcohol-free campaign, May 2019
Alcohol-free extending outside of beer
Figure 58: Gordon’s Ultra Low Alcohol Gin and Tonic Flavoured Drinks from Tanqueray Gordon’s, 2019
Guinness and moderation
Figure 59: Guinness moderation campaign, January 2019
Catering for fewer occasions
Figure 60: Examples of Smirnoff fruit-flavoured vodka drink launches, 2018-19
Focusing on the enjoyment of the moment
Figure 61: Stella Artois’ Joie de Bière campaign, October 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
APPENDIX – BRANDS COVERED