Britvic-SDR-Convenience-v14 FV - Flipbook - Page 18
Welcome
Category overview
Sustainability
Soft drinks sales growth: sector by sector18
value % change
0
10
20
Total soft drinks
30
Sports Drinks
50
60
70
80
72.6
Stimulant Drinks
18.6
RTD Tea
15.2
Plain Water
11.8
RTD Coffee
11.1
Dairy & Dairy Substitute
10.2
Fruit Carbonates
10.1
Flavoured Water
7.7
Non Fruit Carbonates
4.8
Cola
4.6
Squashes
4.6
Juice Drinks
4.6
Pure Juice
4.5
Glucose Drinks
4.0
Smoothies
3.5
Lemonade
40
9.2
2.2
Mixers
4.3
Functional Water
4.4
Prime numbers
Any discussion about the past year for soft drinks would be
incomplete without mention of the Prime Hydration and Energy
lines. Prime racked up £55.7m in 202319 and was central in
driving the sports drinks category’s huge growth. This, of
course, is thanks to the hype driven online by
founders, KSI and Logan Paul, who have more than
60m subscribers on YouTube between them.
The rise of Prime re昀氀ects fundamental changes
to the world of branding. In the past, brands would
recruit celebrities in the hope of converting their followers
into buyers. KSI and Logan Paul have turned this
upside down. They are the brand. Prime
took 1.3% of soft drinks value in grocery,
convenience and discounters in 2023.20
However, share has fallen to 0.5% since
the start of 2024.21
18 NielsenIQ RMS - grocery, impulse & convenience and discounters 52 w/e 30.12.23 - combined with CGA by NielsenIQ - out-of-home 52 w/e 31.12.23 vs a year ago
19 Circana Total Convenience, Total Soft Drinks, Value growth YoY, 52WE 31.12.23
20 NielsenIQ RMS - Total Coverage Inc. Discounters, Total Soft Drinks, Value share of sales, Calendar year 2023 w/e 30.12.2023
21 NielsenIQ RMS - Total Coverage Inc. Discounters, Total Soft Drinks, Value share of sales, Latest 12 weeks to 30.03.2024
18
CaTEgORy OvERvIEW
