Soft drinks generated value sales of more than £4.1bn (up 4.3% from 2014) in the Licensed trade, driven by increased social occasions, health concerns and consumers expecting a premium experience according to a recent Britvic Soft Drinks Report.
The upwards trend in licensed trade soft drinks was predominantly driven through packaged soft drinks, which grew by +5.5% in value in 2015 (vs. +3.1% draught).
A focus on low-calorie drinks accounted for over a quarter (27%) of soft drink sales in both the licensed and leisure sector.
The continued growth of cocktails saw premium spirits grow by +19% compared to +1.9% for mainstream spirits. As a consequence, strong growth was also seen for premium mixers (+14% ).
Nigel Paine, GB Commercial Director Out of Home at Britvic commented, “2015 was the year when soft drinks made the most of changing consumer purchasing patterns in both Licensed and Leisure. Shaped by multiple consumer trends, such as on-the-go, experiential and eating out purchasing, the soft drinks category performed well across both channels, despite poor summer weather reducing footfall to Licensed premises.
“In 2016 and beyond, there is a huge opportunity to showcase soft drinks as relevant and exciting offerings suitable for consumption across a wide variety of occasions. With macro trends showing consumer desire for experience, health credentials and alcohol moderation, soft drinks have the opportunity to invite consumers to step into a more inspired drinking experience even more often and on more occasions… now that’s really something worth raising a glass to!”
