On-premise market
It was very much a game of two halves for on-premise sales in 2007. In the first half: strong growth, with some months showing double-digit year-on-year growth. In the second half, a double whammy: the worst summer on record coupled with the start of the smoking ban brought several months of negative performance. Overall, soft drinks did well to grow sales 1.3% over the year – well ahead of beer, which declined 3% in an environment where the consumer dynamics are changing fast.
Industry expert
“In the on-premise channel, soft drinks is our largest category by volume outside our own beer brands. So it’s strategically important to us. It’s also a category in which we’re looking to add focus and value for both licensees and consumers in 2008 through our exciting “We deliver more” programme. We aim to offer consumers an enhanced experience on every occasion. How? Credible, targeted innovation with a long-term plan to create more occasions when a soft drink is the preferred choice. And more promotion in outlets to prompt that often elusive repeat purchase.”
Paul Waller
Head of Third Party Purchasing
Carlsberg UK
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Year of two halves
45% of British consumers are more likely to visit pubs now they are smoke-free
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Sub-categories
Cola increased its market leadership with 4% value growth
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Foodservice / HORECA
Soft drinks performed exceptionally well in foodservice / HORECA with value up 12% to £236m