Consumers opt for soft drink ‘staples’

Consumers opted for “staple brands” when choosing soft drinks in 2011 as they maintained their recessionary spending habits, according to the Britvic Soft Drinks Report.

fizzy drinks

Sales from retailers grew 6.7% to £6.98bn in 2011, driven by price increases. Volume growth, however, decreased to 1%, from 3% in 2010.

Pub, club and restaurant sales declined in value by 0.6% to £2.69bn as growing concerns about the economy and job security put pressure on disposable income.

Cola continued to dominate the take-home market and attracted consumers switching from other sub categories. The category grew 7.6% to £1.5bn in value.

Value sales of market leader Coca-Cola’s brands rose 7% to £1.1bn in value. Pepsi brands marked the biggest growth in the sub sector – up 10% to £329m – and became the second biggest brand portfolio by value in the segment, up from fourth place in 2010.

Murray Harris, Britvic customer management director, says: “In a recession people gravitate towards brands they know and trust and there is a general move from still drinks to carbonates. Soft drinks is expected to still perform and deliver a good year in 2012 as it is still one of the categories that is a permissible treat.”

Elsewhere, the glucose stimulant drinks category marked double-digit growth in the take-home sector and grew in value by 17.1% £792m as consumers opted for a boost in the gloomy climes of 2011.

Cold hot drinks, such as chilled coffee, was the biggest growth category of the year – although from a small base – up 44.5% to £22m, driven by market leader Lipton Ice Tea, which this year ran a major summer sampling campaign.

The Britvic Soft Drinks report is compiled with data supplied by Nielsen and CGA.

fizzydrinkstable

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here