Key soft drinks trends for pubs

This is an important sector to tap into as soft drinks is a category in growth, Britvic head of pubs Adam Russell told delegates at The Morning Advertiser​’s MA500 event in Cambridge last week (8 February).  ​

He said key trends impacting on the market were:

Millennials

According to Britvic, Millennials make up 25% of the population and they seek out authentic experiences and like to be influential.

Ageing population

The population of over-55s is projected to increase by 9.9% over the next four years, Britvic says.

Health and wellbeing

One in five adults are tee-total and almost three quarters (74%) of guests are seeking healthier alternatives.

Digital

One fifth (21%) of pub visitors checked a pub’s website before deciding whether or not to pay it a visit.

Personalisation

Guests are more demanding of their experiences and want what they want, when they want it.

Premiumisation

There has been a rise of 27.8% value growth in premium soft drinks, according to research from CGA (on premise measurement data moving annual total to 4 November 2017) meaning premium drinks are growing by more than one quarter year on year.

Russell added: “The out-of-home market is buoyant and in growth and it is having a really positive impact on soft drinks.

“Traditionally selling soft drinks into pubs has not been the easiest, but this is changing. Soft drinks is one of only two categories in volume and value growth and there is still room for it to grow.

“In the market trends, the ones that are most relevant to soft drinks are health and wellbeing. We know people are a lot more conscious about what they are putting into their bodies and being active.

Meanwhile, Britvic has launched a website for licensees to help them prepare for the arrival of the soft-drinks levy on 6 April.

The online platform, www.sensationaldrinks.co.uk​ will offer support and advice to help pubs understand the financial impact of the soft drinks levy.

Britvic director of leisure Russell Goldman said: “With April just around the corner, our primary focus is to ensure operators have all the information and support they need to select the right stock for their customers and turn the levy into an opportunity in their outlets.

“Looking ahead, the website will evolve to offer operators essential category information and advice on one easy-to-access platform, enabling them to take full advantage of the incredible sales available through serving soft drinks to their customers.”