Cause for optimism in soft drinks
Glucose stimulant drinks, flavoured water and “cold hot drinks” were the bright spots in the soft drinks market in 2012, according to a new market report from Pepsi and J2O supplier Britvic.
Its annual Soft Drinks Review also highlighted smoothies and sports drinks as the only sub-categories to see a decline in value sales over the course of the year in the off-trade.
Grocery and convenience sales totalled £7.2 billion, up 2.8%, based on Nielsen market data, but volumes were down 0.8%.
Value sales of glucose stimulant drinks were ahead by 9.9% to £860 million, while what Britvic terms the “water-plus” segment rose 7.7% to £199 million.
Cold hot drinks – which includes brands such as Britvic’s own Lipton Iced Tea – rose 42.3% off a relatively small base to stand at £34 million.
Paul Graham, customer management director at Britvic, said: “Even though our golden summer of sport didn’t quite drive the level of soft drinks sales expected by some, there are still many reasons to be optimistic about the future. It’s about evolution and meeting new consumer needs in an engaging way.”