Marketing

Soft Summer

Our Industry Report takes a look at what publicans and retailers can expect of the soft drinks market this Summer.

This Summer the soft drinks industry finds itself under increasing pressure as fluctuating consumer spend and the war on sugar rages on.

A new report from GlobalData entitled Top Trends in Soft Drinks 2017 explores the latest consumer and innovation trends in bottled waters, carbonated soft drinks, juices & smoothies, energy & sports drinks and ready-to-drink teas & coffees.

The trends explored in the report include healthy hydration solutions, the adultification of soft drinks, savoury and spicy flavours and those soft drinks with just a hint of flavour or sweetness.

The report finds, for example, that 89% of consumers globally are becoming more health-conscious in their choice in drink products, indicating that manufacturers must reduce sugar and calorie content, use plant-based sugar alternatives and enrich products with essential vitamins and minerals to appeal to modern consumers.

“The sugar backlash, concerns around artificial ingredients and a desire for a ‘cleaner’ lifestyle are driving demand for beverages that are deemed ‘better for you’ than regular soft drinks,” explains Melanie Felgate, Senior Consumer Analyst for GlobalData.

 

Adult Soft in Summer

The new trend towards adult soft drinks appeals to both alcohol drinkers and traditional soft drink consumers. They’re defined by GlobalData as non-alcoholic drinks that offer consumers a viable alternative to alcohol by targeting its usage occasions and/or offering a more sophisticated, premium alternative to regular soft drinks.

 

Soft in Ireland

Data extracted from GlobalData’s Wisdom on the Eating, Drinking and Accommodation category forecast a rise in soft drinks consumption in Ireland from 63.57 million litres in 2015 to 64.9 million litres in 2016, but this consumption figure is well down on the 2013 figure of 69.61 million litres.

Elsewhere, Euromonitor International published a report on Carbonates in Ireland last February which found that the CSD market remained flat in the off-trade in current value terms in 2016, with sales of around €442 million.

“This was, however, an improvement on the 1% value decline recorded the previous year,” according to the report, which agreed, “Carbonates in 2016 continued to suffer from health and wellness trends, with consumers remaining concerned about the health ramifications of sugar and artificial sweetener consumption.

“Ireland still has one of Europe’s highest obesity levels. Having said that, over the past few years manufacturers have invested significant resources in aligning their brands with the health and wellness trends which have driven so many soft drinks consumers towards bottled water and juice. This reaped modest rewards, but the continuing penetration of private label continued to hinder any meaningful resultant value growth.”

 

Competitive landscape

Coca-Cola HBC Ireland remained the clear category leader in 2016 with a CSD share of 56% in the off-trade and sales of €247 million, reports Euromonitor.

“Simply put, Coca-Cola is Ireland’s best-selling retail brand,” stated Euromonitor.

The company’s portfolio also contains other longstanding household names such as Fanta, Sprite and Lilt. The Coca-Cola brand itself comprises an array of extensions marketed at an equally diverse consumer base, with the company recently having increasingly focused on its health and wellness portfolio.

 

Prospects

Carbonates are expected to post a value Category Annual Growth Rate decline of 1% in Ireland at constant 2016 prices over the forecast period, with sales falling to €421 million in 2021, according to the Euromonitor report. The on-trade is expected to perform better, however, registering a value CAGR of 2% at constant 2016 prices.

“Increased competition, discounting and the rise of private label as well as the impact of continuing health and wellness trends are likely to be the principal factors behind the off-trade decline,” states the report which points out that, “The on-trade is not as susceptible to these influences, hence its predicted positive growth.”

 

Fentimans

Fentimans has been making the finest quality natural botanical drinks since 1905. Its award-winning artisanal beverages are hand-crafted using the finest natural ingredients from all around the world. To create a superior taste and wonderful mouthfeel, unlike other producers of carbonated drinks, Fentimans makes its drinks using the time-honoured botanical brewing technique. This traditional process takes a full seven days to make a Fentimans beverage.

The original Fentimans recipe took the finest ginger root which was bruised, crushed and milled. The ginger was then placed in copper steam-jacketed pans containing spring water and gradually heated to simmering point. This induced the release and extraction of fine ginger sediment and a flavoursome botanical extract.

The Botanical liquid was then filtered into a wooden vat. The finest herbs, natural flavouring, sugar and brewer’s yeast were added to the botanical extract and the liquid was thoroughly stirred. The live liquid was then left to ferment in the wooden fermentation vat and the live ginger beer was then decanted from the wooden vat into the iconic stone jars, known affectionately as ‘Grey Hens’. Here, it came up to condition and was ready to drink within a week.

It’s this traditional botanical brewing process that produces the depth of flavour, mouthfeel and rich texture which are the hallmark of Fentimans drinks today. This is the Fentimans way which has stood the test of time – with the knowledge and expertise being passed from generation to generation of the Fentiman’s family.

The result is a superior-tasting natural range of beverages which can be enjoyed straight from the bottle.

Fentimans soft drinks are available in 275ml and 750ml bottles.

For more information visit www.fentimans.com

 

Coca-Cola

Coca-Cola is offering consumers across Ireland the chance to win the holiday of their dreams with its new exciting and exotic Summer campaign and holiday giveaway. This Summer, the iconic logo on bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke are being replaced by the names of the world’s top holiday destinations, with some ever-popular local Irish destinations also featuring in the campaign.

Those purchasing a destination-themed Coke can win an unforgettable vacation to a dream holiday hotspot overseas such as Hawaii, Bali or Miami. But for those who prefer to ‘staycation’, mingling it with those glamorous destinations will be a few more familiar and much-loved locations such as Kerry’s Tramore.

From famous cities and exotic beaches to the hills of Donegal and the sunny South East, the limited-edition packs are designed to remind consumers of the refreshment and great taste that only an ice-cold Coke can bring on a hot Summer’s day at home or abroad.

Consumers can take part in the promotion by entering a unique code found on-pack at coke.ie/summer and winners will be drawn every day during an 11-week period from the 15th May until the 30th July. The on-pack promotion and iconic packaging design will be supported by a significant marketing campaign.

Ensure to leverage this exciting promotion in your outlet to drive sales.

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