With young people drinking less and one in five adults now claiming to be teetotal, the soft drinks category is of increasing importance for publicans.
Big number: 40 per cent of adults think carbonated soft drinks are too sweet
Research shows that 57 per cent of adults who drink alcohol see soft drinks as a better choice than low or non-alcoholic drinks if they are trying to cut down. Thus, while the off-trade has outperformed the on-trade in terms of volume sales over the last five years,
Mintel is predicting a return to growth for the category in the on-trade "going forward."
Sugar has been the other key issue for the category recently, particularly since the Prime Minister has hinted at a "sugar tax," and drinkers agree – 46 per cent of adults view low sugar content as just as important as the brand. This shows how vital it is alternatives are made available, particularly in pubs where range is all too often limited.
Licensees should be looking to recent product launches around sparkling juice drinks, soft drinks made with natural sweeteners and more local and craft brands to plug gaps in their offer.
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All statistics: Mintel
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