Britvic-SDR-Convenience-v14 FV - Flipbook - Page 30
Welcome
Sustainability
Category overview
Slam dunk for sports drinks!
Convenience retailers welcomed sports drinks into
their top 昀椀ve bestselling drinks categories in 2023.
No prizes for guessing why: Prime Hydration, the
soft drinks brand launched by social media
sensations KSI and Logan Paul in 2022, has
taken the UK by storm, achieving sales
worth £55.7m last year.13 Sports
drinks sales surged by 64.6% to
£191.9m and units went up 21.2%
to overtake juice drinks and
become the 昀椀fth bestselling type
subcategory in convenience.13
Overall, the top 昀椀ve subcategories
delivered growth worth
£394.7m.13
Top 昀椀ve sub-categories, value growth & percentage change13
2022
2023
Change
£767.4
Total stimulants
£948.9
£680.1
Total cola
£745.8
Top 昀椀ve launches13
£389.5
£423.5
Total 昀氀avoured carbonates
Total plain water
Total sports
£250.7
£289.7
23.7%
9.5%
8.7%
15.5%
£116.5
£191.9
64.6%
Top of the pops
Innovation plays a key role in soft drinks. In 2023, ‘the
top 20 drinks launches’ generated combined sales of
£36.5m for convenience retailers.13 The top three were
responsible for 38.9% of the 昀椀gure.13 Fanta Grapefruit
& Pineapple, the new line that replaced Lilt in February
2023, delivered sales worth £5.6m. Red Bull Mixed
Fruit racked up £4.4m and Tango Editions Sugar Free
Paradise Punch hit sales of £4.2m.13
What might surprise some is the absence of Prime in the
top 昀椀ve. In fact, seven of the top 20 launches belonged
to the social media sensation and between them they
racked up sales of £7.7m, an average of £1.1m each.13
Prime has clearly generated excitement and driven
shoppers into stores. The challenge now is maintaining
that excitement and encouraging repeat sales.
13 Circana Convenience, Britvic De昀椀ned Soft Drinks, Value and Unit growth, YoY, 52WE 31.12.23
14 Circana Convenience, Britvic De昀椀ned Soft Drinks, Value Sales, 52WE 31.12.23
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CONvENIENCE CaTEgORy OvERvIEW
