Focus On - Soft Drinks by Occasion 2025

Category Drivers Energy Drinks Winning in Energy Drinks Water Winning in Water Energy drinks play a key role in the Symbols and Independents Channel, boosting category growth with a 14% increase in value sales year on year. They now account for 29% of total soft drinks sales, valued at £816 million, and overperform in this channel compared to other retail channels. Impressively, they contributed to 76% of total soft drinks growth in the last year. 1 To succeed in energy drinks, retailers should prioritise flavour and format. 500ml cans have seen 98% growth since 2020, and 32% of energy drink sales come from flavoured SKUs. Offering a variety of original, sugar-free, and flavoured options in different sizes is key to maximising sales and meeting consumer preferences. 1 The Water category in Symbols and Indies is valued at £223m and is experiencing growth, with a +13% increase in value sales. Plain Still Water accounts for 65% of sales, growing by +15%, Plain Sparkling Water for 7%, also up by +15%, Flavoured Still Water for 25%, with an increase of +8%, and Flavoured Sparkling Water for 4%, showing the highest growth at +21%. 2 Flavoured Sparkling Water is the fastest-growing segment. However, it represents only 4% of total category sales, so retailers should be cautious about allocating too much shelf space to it. 2 Include water in lunch meal deals to encourage impulse purchases. Water sales increase during the summer and on hot days, so allocate extra space in the chiller when needed. Retailers should prioritise offering a variety of water sizes and sub-segments, avoiding duplication of the same bottle size across brands. Page 4 www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit 1 Circana Total Market & GB Symbols & Indies and NI Convenience 52we to 31/08/24 2 Nielsen Symbols & Independents 52 wks 10.8.24