Soft Drinks experienced an “unprecedented” year in 2018, according to Britvic’s latest review of the category.
The report revealed that it delivered value sales of £2.2bn – an increase of 8% year-on-year in the convenience and impulse channel.
This impressive performance came in a year that included the introduction of the soft drinks industry levy (SDIL), a CO2 shortage, the beast from the east and the hottest summer for 30 years.
Only 8.4% of the total soft drinks market became levy liable last April, reflecting the effort made by manufacturers to reformulate their products.
“The levy has left an indelible imprint on the soft drinks category,” said Rachel Phillips, Britvic’s Out Of Home Commercial Director. “The cola category has seen a significant volume shift from regular to low and no sugar options and products such as Pepsi Max have now gained significant share from full sugar products.”
The Dilutes sub-category also blossomed post-SDIL. Following several years of decline, total market value sales rose by 7.1% in 2018, helped by strong innovation and the launch of premium products aimed at adults.
Looking ahead, Britvic has forecast that retailers can generate an additional £2,200 this year by maximising the sales potential of the category. Heralding the imminent launch of a retailer action plan, Phillips said: “We’ll talk about the balance between core, top sellers and new products, how retailers can make the most of events and a handy guide to stocking the right range for the type of shoppers who visit your store regularly.”
The 2018 Convenience & Impulse Britvic Soft Drinks Review is available here.
