DRINKS
LIQUID ASSETS
The soft drinks market grew surprisingly strongly in 2010, with sport and energy drinks the star performers. Richard Laming presents the latest market data
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gainst a lot of down- beat expectations, the soft drinks market grew during 2010 by 5.8 per cent to reach £13.9bn,
while the volume of the market grew by 4.1 per cent to reach 14,585 million litres. These figures are set out in the 2011 UK Soft Drinks Report published by the British Soft Drinks Association, with data from independent market analysts Zenith International. The growth in the market, the fast- est in seven years, was shared across all categories, from carbonated drinks to fruit juice and bottled waters. Bottled water consumption grew to
reach 2,055 million litres. It is still below its peak in 2006 – remem- ber all that hot weather? – but two successive years of growth refutes suggestions bottled water sales had peaked. Convenient and calorie-free hydration is still an attractive option. Carbonates are the largest category of soft drinks, increasing by 4.9 per cent in volume last year to 6,400 mil- lion litres with a retail value of £8bn. This marks three successive years of
growth for carbonated drinks, as with bottled water, defying the critics who said the category was out-dated. Fruit juices and smoothies saw their consumption increase by 3.1 per cent to nearly 1,200 million litres, worth £1.8bn in retail sales.
OUTPERFORMING THE MARKET Still and juice drinks have contin- ued their steady and sometimes strong growth, up by 5.8 per cent last year, while sports and energy drinks remained the star performers. Sports drinks grew by 13.1 per cent and energy drinks by 12.8 per cent last year. Drinks offering that bit extra – functionality, to use the jargon – get that bit extra back in revenue from the consumer’s pocket.
It’s a competitive marketplace, and consumers’ incomes are being squeezed, so how come the soft drinks market is remaining healthy? Here are three likely reasons. First, the weather. The downturn years are always associated with bad weather in the summer, lower tem- peratures and increased rainfall. We
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are still recovering from the cold and wet years of 2007 and 2008, so even though 2010 was not a scorcher itself, by comparison with recent years it was a good one. Secondly, the products. They include what must be the widest range of any consumer goods, with pack sizes from 150 ml up to 10 litres, available in an increasing number of outlets both for take home and consumption on the premises. The packaging is recyclable, and recycling volumes for PET plastic bottles went up by around 20 per cent last year.
HEALTHIER OPTIONS
The calorie and nutrient content is labelled clearly, usually on the front of the pack. The GDA (guideline daily amounts) scheme used tells con- sumers how much of each important nutrient there is in a serving of the drink, so they can easily compare two different drinks and choose the one that's best for them. And a relent- less desire for innovation means that the choice of flavours and formats is growing all the time: with or without
ISSUE 4 2011 © cybertrek 2011
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