2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 30
WELCOME
SUSTAINABILITY
No compromise flavours are paramount in soft drinks.
Just look at the performance of the biggest brands in nosugar cola. Maximum taste, no sugar cola Pepsi MAX®
is Britain’s bestselling sugar-free cola and delivered the
most growth to the sugar free cola category with sales
surging by £16.6m (13.3%) followed by Coke Zero Sugar,
which contributed £10.4m to category
growth after its sales grew by 18.1%.28
Diet variants lost share.28
CATEGORY OVERVIEW
Sugar-free colas didn’t have it all their own way,
however. Coca-Cola Regular was the largest contributor
to the overall category, with sales growing by £38.1m
(+14.3%).29 This was partly down to shifts in channel
mix. Full-sugar colas outperform in symbol group and
independent retailers. Because of this channel’s growth
and its sheer scale, full-sugar cola grew by 12.8% and
no-sugar cola grew 10.3%.28
Flavour saviour
Adding interesting, limited-edition flavours into the mix
can pay big dividends in driving impulse sales in the onthe-go market. Just look at the success of Limited Edition
Tango Berry Peachy Sugar Free, which was launched in
March 2022 in time for the summer season.
The product was the number one launch of 2022 and
achieved sales worth £3.35m.30 It helped to drive 49.3%
growth for the Tango Sugar Free range.31 That’s more
than twice the rate of growth achieved by the Fanta
Zero range.30 We’re looking to repeat that success in
2023 with the launch of Limited Edition Tango Paradise
Punch Sugar Free.
More proof of the importance of flavour can be seen in the performance
on Pepsi MAX®’s flavoured cola lines, which were bolstered by the
launch of Pepsi MAX® Lime in June 2021. The brand’s trio of flavoured
colas – Cherry, Raspberry and Lime – grew by £6.3m (+16.9%) in 2022,
delivering more growth for convenience retailers than all other flavoured
sugar free colas combined.32
Berry, peach and apricot variants are ‘flavour of the month’ right now.
Robinsons Ready to Drink Blackberry & Blueberry was the number
one fruit juice drink launch of 2022, helping to propel the brand’s
RTD range to total sales of £8.1m, overtaking the Ribena Really
Light Range, which racked up sales worth £7.3m. Red Bull Apricot &
Strawberry was the number one launch in energy drinks behind Tango
Sugar Free Berry Peachy.30
28 IRI, Convenience, Britvic Defined Soft Drinks, Value, MAT 25/12/2022 vs. YA
29 IRI, Convenience, Total Coca Cola Brand, Value, 52WE 01/01/2023 vs YA
30 IRI, Convenience, Britvic Defined Soft Drinks, Value, 52wks To 01/01/2023 vs. YA
31 IRI, Convenience, Carbonated Soft Drinks Britvic Defined, Value sales, 52WE 01/01/2023 vs YA
32 IRI, Convenience, Total Cola Britvic Defined, Value, MAT 01/01/2023 vs YA
30
CONVENIENCE CATEGORY OVERVIEW