Britvic chief calls for youth-focused innovation

Britvic managing director Paul Moody has called on soft drinks producers to target innovation at the youth market.

Speaking at the launch of Britvic's Soft Drinks Category Report 2006, Mr Moody said that while innovation was driving the category, the next step must be to address the younger drinker.

"2005 was a watershed year for the entire soft drinks industry. However, we must come up with innovation which appeals to the youth market and their peer group. It is a very lucrative market," he said.

The report paints a positive picture of the soft drinks category with a five per cent rise in value across the on and off-trade.

It highlights the growing opportunities for soft drinks in the on-trade with new legislation being introduced, such as extended opening hours and the smoking ban.

One sub-category identified for future growth in the report is healthier drinks, such as bottled water, low sugar juices and smoothies.

"Growth in the category has also been pushed by innovatitive product development, driven by consumer demand for things such as 'five-a-day fruit and vegetables'," said Mr Moody.

The "better for you" category showed a distinct rise with fruit smoothies up 101 per cent, now making up one per cent of the whole soft drinks market.

Highlights from Britvic's Soft Drinks Report 2006​

• Total soft drinks value is now £7.8m (a rise of five per cent year on year).
• Pubs and clubs drove the value of the market, with that market also rising five per cent year on year.
• Pubs and clubs command 30 per cent of category value with eight per cent of volume.
• Colas retain 41 per cent of value share in the market - worth almost £1bn.
• Independent pubs showed eight per cent value gains in total soft drinks, with managed and tenanted pubs up five per cent.