Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast of UK value sales of cordials and squashes, 2008-18
- Figure 2: Forecast of UK volume sales of cordials and squashes, 2008-18
- Market factors
- Consumer confidence picking up
- Growth aided by the warm weather
- Population changes bring threats and opportunities
- Companies, brands and innovation
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- Figure 3: Share of value sales of cordials and squashes in the off-trade, by manufacturer, 2012/13
- New product launches remain flat in 2012
- Adspend also remains broadly flat
- The consumer
- Squash enjoys higher and more regular usage than cordials
- Mealtimes are key for the market
- Favourite flavour drives purchases
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- Figure 4: Choice factors when buying squashes and cordials, August 2013
- ‘Classic’ flavours remain the most popular
- Cordials/squashes seen positively by the majority of users
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- Figure 5: Attitudes towards cordials and squashes, August 2013
- What we think
Issues in the Market
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- How can cordials/squashes tap into the lucrative on-the-go occasion?
- Which factors can producers use to offer added value?
- How can cordials/squashes grow in the on-trade?
- Can cordials/squashes leverage the functional message?
Trend Application
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- Transumers
- Sense of the Intense
- Mintel Futures: Old Gold
Market Environment
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- Key points
- Consumer confidence recovering
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- Figure 6: Consumer Confidence Index, monthly, January 2007-September 2013
- Hot summers important for the cordials market
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- Figure 7: Hours of sunshine in the UK, by month, 2008-13
- Figure 8: UK rainfall, by month, 2008-13
- Cordials and squashes well placed to leverage value-for-money image
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- Figure 9: Price per 100ml of selected soft drinks, September 2013
- An ageing population poses problems to the cordials/squashes market
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- Figure 10: Projected trends in the age structure of the UK population, 2013-18
- Cs and Ds will hold the key to growth
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- Figure 11: Changes in the adult socio-economic structure of the UK population, 2013-18
Competitive Context
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- Key points
- Squashes/cordials remain popular drinks for the majority
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- Figure 12: Volume sales in soft drinks markets, 2008-13
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Cordial/squash launches plateau in 2012
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- Figure 13: Share of new cordial and squash product launches in NPD in the UK non-alcoholic drinks market, 2009-13
- Healthier and environmentally friendly cordials on the march
- Double concentrates remain influential
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- Figure 14: Share of new double-concentrate launches within total cordial and squash market NPD, 2009-13
- Own-label squashes grow in NPD
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- Figure 15: Share of new launches in the cordials and squash market, by own-label and brands, 2009-13
- Tapping into on-the-go drinking
- Flavours becoming more adventurous
Market Size and Segmentation
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- Key points
- Sunnier outlook for cordials and squashes in 2013
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- Figure 16: UK value and volume sales of cordials and squashes, at current and constant prices, 2008-18
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- Figure 17: Forecast of UK value sales of cordials and squashes, 2008-18
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- Figure 18: Forecast of UK volume sales of cordials and squashes, 2008-18
- Forecast methodology
- Market segmentation: Off-trade performance
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- Figure 19: UK value and volume sales of cordials and squashes in the off-trade, at current and constant prices, 2008-13
- Market segmentation: On-trade performance
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- Figure 20: UK value and volume sales of cordials and squashes in the on-trade, at current and constant prices, 2008-13
Channels to Market
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- Key points
- Multiples increase their share in 2012
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- Figure 21: UK value sales of squash and cordial, by channel, 2010-12
- On-trade woes in 2012
Market Share
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- Key points
- Britvic dominates off-trade sales of cordials
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- Figure 22: Share of value sales of cordials and squashes in the off-trade, by manufacturer, 2012/13
- Figure 23: Value sales of top-selling cordial and squash brands in the off-trade, 2011/12 and 2012/13
- Ribena finds a new home
- Premium cordials achieve small but steady growth
- Own-label sales in growth
Companies and Products
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- Belvoir Fruit Farms
- Bottlegreen (SHS Drinks)
- Britvic
- Coca-Cola Enterprises
- GSK (Suntory)
- Nichols
- Princes Group
Brand Communication and Promotion
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- Key points
- Consistent adspend in the cordials/squashes market
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- Figure 24: Total advertising expenditure in the cordials and squashes market, 2009-13
- Britvic closes the gap on GSK
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- Figure 25: Total advertising expenditure in the cordials and squashes market, by top five companies, 2009-13
- Other brands and the retailers remain small investors
- TV advertising rises in popularity
Consumer – Usage of Cordials and Squashes
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- Key points
- Squash enjoys higher and more regular usage than cordials
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- Figure 26: Usage of squashes and cordials, by gender, age and socio-economic group, August 2013
- Standard squash under strong competition from double concentrates
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- Figure 27: Usage of squashes and cordials, by frequency, by type, August 2013
- Cordials carving out their niche
- Other types of cordials/squashes only garner a niche response
Consumer – Occasions for Usage
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- Key points
- Mealtimes are the key occasion for drinking squashes/cordials
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- Figure 28: Occasions for drinking squashes and cordials, August 2013
- Soft drinks seen as overpriced out of home
- Tapping into on-the-go use
- Exercise also provides opportunities
Consumer – Choice Factors
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- Key points
- 15% of users do not buy squashes/cordials for themselves
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- Figure 29: Purchase of squash/cordials, August 2013
- Flavour and price are the key purchase drivers
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- Figure 30: Choice factors when buying squashes and cordials, August 2013
- Flavour is on a par with price
- Fortified drinks enjoy limited interest
- A quarter look for double concentrates
Consumer – Flavours of Cordials and Squashes
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- Key points
- Orange leads the way in terms of flavours
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- Figure 31: Usage and opinions of different cordial/squash flavours, August 2013
- Elderflower enjoys premium appeal
- High interest in tangerine/mandarin
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- Figure 32: Interest in different cordial/squash flavours, August 2013
Consumer – Attitudes Towards Cordials and Squashes
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- Key points
- Cordials/squashes seen positively by the majority of users
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- Figure 33: Attitudes towards cordials and squashes, August 2013
- Cordials/squashes are seen to deliver value for money
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- Figure 34: Attitudes towards the cost/value of cordials and squashes, August 2013
- There is widespread readiness to pay more…
- …but brands will have to convince consumers to trade up
- Cordials/squashes also seen as a healthy option
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- Figure 35: Attitudes towards the healthiness of cordials and squashes, August 2013
- A taste of the exotic
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- Figure 36: Attitudes towards the taste of cordials and squashes, August 2013
- Potential for warm cordials/squashes
Consumer – Target Groups
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- Key points
- Three target groups
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- Figure 37: Target groups for cordials and squashes, August 2013
- Enthusiasts (37%)
- Detractors (33%)
- Price-Driven (30%)
Appendix – Market Size and Segmentation
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- Figure 38: Best- and worst-case forecasts for the cordials and squashes market, by value, 2013-18
- Figure 39: Best- and worst-case forecasts for the cordials and squashes market, by volume, 2013-18
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Appendix – Consumer – Usage of Cordials and Squashes
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- Figure 40: Usage of squashes and cordials, August 2013
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- Figure 41: Usage of standard squash, by demographics, August 2013
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- Figure 42: Usage of double-concentrate squash, by demographics, August 2013
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- Figure 43: Usage of high juice squash, by demographics, August 2013
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- Figure 44: Usage of squash with added vitamins/minerals, by demographics, August 2013
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- Figure 45: Usage of standard cordial, by demographics, August 2013
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- Figure 46: Usage of premium cordial, by demographics, August 2013
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- Figure 47: Usage of fruit and barley water, by demographics, August 2013
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- Figure 48: Usage of low/no-calorie squash, by demographics, August 2013
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- Figure 49: Usage of powder mix squash, by demographics, August 2013
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- Figure 50: Usage of fruit syrup, by demographics, August 2013
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- Figure 51: Usage of any other squash/cordial, by demographics, August 2013
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Appendix – Consumer – Occasions for Usage
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- Figure 52: Occasions for drinking squashes and cordials, August 2013
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- Figure 53: Most popular occasions for drinking squashes and cordials, by demographics, August 2013
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- Figure 54: Next most popular occasions for drinking squashes and cordials, by demographics, August 2013
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- Figure 55: Other occasions for drinking squashes and cordials, by demographics, August 2013
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Appendix – Consumer – Choice Factors
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- Figure 56: Purchase of squash/cordials, August 2013
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- Figure 57: Purchase of squash/cordials, by demographics, August 2013
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- Figure 58: Choice factors when buying squashes and cordials, August 2013
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- Figure 59: Most popular choice factors when buying squashes and cordials, by demographics, August 2013
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- Figure 60: Next most popular choice factors when buying squashes and cordials, by demographics, August 2013
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- Figure 61: Other choice factors when buying squashes and cordials, by demographics, August 2013
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Appendix – Consumer – Flavours of Cordials and Squashes
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- Figure 62: Usage and opinions of different cordial/squash flavours, August 2013
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- Figure 63: Usage and opinions of tangerine/mandarin-flavoured squashes/cordials, by demographics, August 2013
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- Figure 64: Usage and opinions of orange-flavoured squashes/cordials, by demographics, August 2013
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- Figure 65: Usage and opinions of tropical fruit-flavoured squashes/cordials, by demographics, August 2013
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- Figure 66: Usage and opinions of elderflower-flavoured squashes/cordials, by demographics, August 2013
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- Figure 67: Usage and opinions of any berry/currant-flavoured squashes/cordials, by demographics, August 2013
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- Figure 68: Usage and opinions of lime-flavoured squashes/cordials, by demographics, August 2013
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- Figure 69: Usage and opinions of lemon-flavoured squashes/cordials, by demographics, August 2013
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- Figure 70: Usage and opinions of peach-flavoured squashes/cordials, by demographics, August 2013
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- Figure 71: Usage and opinions of pineapple-flavoured squashes/cordials, by demographics, August 2013
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- Figure 72: Usage and opinions of grape-flavoured squashes/cordials, by demographics, August 2013
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- Figure 73: Usage and opinions of apple-flavoured squashes/cordials, by demographics, August 2013
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- Figure 74: Usage and opinions of ginger-flavoured squashes/cordials, by demographics, August 2013
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Appendix – Consumer – Attitudes Towards Cordials and Squashes
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- Figure 75: Attitudes towards cordials and squashes, August 2013
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- Figure 76: Agreement with the statements ‘I am prepared to pay more for squashes/cordials with functional benefits’ and ‘Supermarket own-label squashes/cordials are just as good as branded varieties’, by demographics, August 2013
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- Figure 77: Agreement with the statements ‘Squashes/cordials are good value for money’ and ‘Double-strength squashes are better value for money than those that are standard strength’, by demographics, August 2013
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- Figure 78: Agreement with the statements ‘I prefer all-natural squashes/cordials to ones with added sweeteners/sugar’ and ‘Squashes/cordials are a healthier option compared to other soft drinks’, by demographics, August 2013
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- Figure 79: Agreement with the statements ‘Squashes/cordials are a healthy drink for children’ and ‘Fruit squash/cordial tastes too sweet’, by demographics, August 2013
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- Figure 80: Agreement with the statements ‘I would be interested squashes/cordials which are intended to be drunk warm’ and ‘I am interested in trying squashes/ cordials with unusual or exotic flavours’, by demographics, August 2013
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- Figure 81: Agreement with the statements ‘Squashes/cordials should provide more information about how they are produced’ and ‘I am prepared to pay more for squashes/cordials with a higher fruit content’, by demographics, August 2013
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Appendix – Consumer – Target Groups
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- Figure 82: Target groups, by demographics, August 2013
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- Figure 83: Usage of squashes and cordials, by target groups, August 2013
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- Figure 84: Occasions for drinking squashes and cordials, by target groups, August 2013
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- Figure 85: Choice factors when buying squashes and cordials, by target groups, August 2013
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- Figure 86: Usage and opinions of different cordial/squash flavours, by target groups, August 2013
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- Figure 87: Attitudes towards cordials and squashes, by target groups, August 2013
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