The UK soft drinks market grew in value in 2010 despite tough economic conditions, thanks to a surge in take-home sales, according to Britvic’s annual Soft Drinks Report.
The report, which features data accumulated by CGA and Nielsen, found that sales of soft drinks in the UK rose by 7.5% to £9.4bn last year, despite tough economic conditions. The new study found that sales were boosted by consumers opting to 'top up' shop on the move and the growing popularity of "single serve" cans and bottles.
Overall, take-home sales grew by 6.6% to £6.6bn while sales of soft drinks in licensed pubs and nightclubs held steady, growing by 1% in value to £2.8bn.
The report found that increases in alcohol duty last year led many pubs and clubs to increase their prices. It suggests that with the rise in VAT and consumers tightening their belts, pubs will need to target consumers “more aggressively this year by offering more events and special deals”.
Murray Harris, Britvic's customer management director, said: "2010 was another a tough year for UK consumers, but soft drinks remained resilient. Although people were watching their pounds, they were still willing to spend a comparatively small amount on a soft drink, whether it's at the train station on the way to work or at their local retailer on the way home from school.
"The increase in 'top up' shopping and single-serve soft drinks sales has been great news for convenience retailers after they endured a difficult 2009."
The report found that Cola brands remained by far the largest in the take-home sector, with sales up 9% to £1.46bn.
The report also noted a significant increase in the popularity of glucose and stimulant drinks, such as Red Bull, in the take-home market, which saw a 19% increase in both volume and value.
