Operators can unlock growth by offering premium soft drinks, says Britvic

Foodservice operators can unlock new growth and stand out from the crowd by harnessing the power of soft drinks, according to Britvic’s Soft Drinks Review 2024.

 

According to CGA by NielsenIQ’s latest Foodservice & Licensed Report, the beverage category grew sales by 4% last year to top £3b, and volumes increased by nearly 1%.

 

Britvic’s Soft Drinks Review 2024 indicated that part of the reason for the category’s success is down to consumers not being prepared to compromise on quality, despite 76.3% of people identifying as being value-led, according to data from Lumina Intelligence’s Eating and Drinking Out Panel. 

 

The same research showed that 73% are happy to pay more for high-quality drinks, offering the opportunity for operators to trade up to more premium drinks.

 

Britvic’s report highlighted several trends that foodservice operators can use, including the rise of daytime dining, soft drinks playing an increasingly important role in lunch and snacking occasions outside the home, and more people choosing venues based on proximity and menu choice.

 

Dino Labbate, GB commercial director for hospitality at Britvic, said: “Soft drinks are playing a more central role in many operators’ propositions. Just look at Itsu with its range of co-branded LA Brewery kombuchas, and not to mention Indian street food operator Mowgli, which has developed its own range of signature mocktails, lassis and low- and no-alcohol offerings. We’re urging more foodservice operators to follow suit and adapt their approach to selling soft drinks to stay ahead of the curve.”

 

The report also focused on the importance of value, advising that operators will need to invest in building digital loyalty and improving customer experience.

 

Labbate added: “Our Soft Drinks Review 2024 emphasises the importance of focusing on innovative drinks menus to target spend growth. Exciting flavour innovations are proving especially important to win over Gen-Zers, who are more likely to buy new flavours.”