While cola and fruit-flavoured carbonates remain the bedrock of the category, accounting for 57% of soft drink sales within foodservice, consumers are increasingly seeking more adventurous flavours.
Carlsberg Britvic’s brand director for carbonate and Lipton David Laidler told The MA: “The popularity for traditional soft drinks is not going anywhere anytime soon.
“What is changing however, is the growing demand for flavour twists on original classics, particularly from younger drinkers. Stocking these types of products remains key to keeping the next generation of soft drink consumers interested and stepping foot into outlets.”
Flavour experimentation is another key consideration for operators looking to stand out from the crowd, the brand director added. He explained this trend is continuously shaping behind the scenes development for the drinks distributor as well as the back bar.
Health is another key driver of change in the soft drinks category and new product development for Carlsberg Britvic, managing director of breakthrough brands Russell Goldman noted.
Goldman highlighted data from Lumina, which showed at least five of the top 12 foodservice new product trends in the past year were linked to health.
Innovation pipeline
“We have continued our innovation pipeline to include health shots and plant-powered options, as well as natural energy drinks and infused waters,” the managing director continued. “It is also the inspiration behind our new Lipton Kombucha range.”
In addition, the business recently introduced its Aqua Libra Flavour Tap for the on-trade, a dispense system serving pure filtered water, still or sparkling, infused with electrolytes, zinc, magnesium and natural flavours such as cucumber, mint & lime, mango and raspberry & peach.
The drinks producer has also shifted its product development within its London Essence portfolio in line with this trend, as premium mixers prove to be a powerful engine for growth in the no and low space.
Goldman added the brand’s Ginger Ale and Zesty Blood Orange & Elderflower Tonic Water had been designed to complement both alcoholic and non-alcoholic spirits, or function as standalone chilled serves over ice, allowing guests to “enhance their drinking experiences with no compromise”.
Meanwhile, for Carlsberg Britvic’s socialising brand and media director Carly Sims, moderation was the key trend shaping the soft drinks space.
She told The MA 46% of consumers in the UK are now moderating how much alcohol they drink, with many opting for premium, visually appealing options.
To maximise trade Sims encouraged operators to clearly display their soft drinks range and use simple touches, including ice, branded glassware and garnishes, to elevate serves.
Sims also emphasised the value of well-priced food-and-drink bundles, pointing to recent partnership with Carlsberg Britvic and Robinsons pubs, which provided a free drink with the purchase of a kids meal.
Boosting footfall
Robinsons Fruit Shoot, part of the Carlsberg Britvic portfolio, also partnered with Marston’s pubs to distribute free activity sheets during the launch of the Paddington movie.
“Meal deals are an easy way to give consumers a reason to visit outlets, beyond just an alcoholic drink. Offering a lunchtime dish with soft drinks can help to boost daytime footfall when it may be quieter”, Sims said.
“Alternatively, Sundays can be a really busy time for families and larger groups – the cost of these occasions can put some people off. An ‘early bird’ deal where customers who book a table between 12 and 1pm get a small discount or free drink included with their meal [can boost footfall].”
Though she stressed the importance of staff product knowledge, noting customers would be likely to look for recommendations when faced with lots of choice.
As competition intensifies across the sector, the media director also encouraged operators to host events that will boost soft drinks sales, live music or pub quizzes.
“Ensure these are hosted as re-occurring events and you’ll soon be attracting regulars,” she said, adding social media and chalkboards remain effective tools for driving awareness.
As trends continue to evolve, it’s clear it is essential for operators to lean into bold flavours and healthier serves to keep up with shifting expectations and stay competitive to make the most of every occasion.
