THE 2010 UK SOFT DRINKS REPORT - British Soft Drinks Association

OUTLOOK &CONCLUSIONSUK soft drinks forecast, 2009 - 2014Year 2009 2010 2011 2012 2013 2014Million litres 14140 14235 14320 14795 14835 14910% change +1.7 +0.7 +0.6 +3.3 +0.3 +0.5Litres per person 229.1 229.4 229.6 235.9 235.3 235.3Source: Zenith InternationalThe green shoots of economic recoveryshould hopefully favour the soft drinksmarket and help it grow further inthe coming years. A cautious forecastfor a new government, coupled withuncertainty on consumer purchasingpower, should still see 2010 pass the14200 million litre barrier.With an Olympic year in 2012, the UK should bebolstered by in-bound tourism – whatever theweather. Presuming average weather conditionsin the intervening years to 2014, the marketcould reach close to 15000 million litres, withper person consumption hitting 235 litres.Healthier living and positive lifestyle changesshould once again be at the forefront of consumers’minds, should money pressures lessen.products, sustainability and ethical endeavourhave already helped to build engagement andconsumer loyalty.Tapping into the rapid evolution of onlinesocial networks and the opportunity for a moredirect dialogue with consumers, the pace ofchange within the soft drinks industry should beunrelenting. A fl urry of new product developmentshould be on the horizon – giving renewed vigourto the industry in the years ahead.UK soft drinks forecast, 2009 - 2014000 million litres15Innovation will continue to be of paramountimportance if companies are to offer somethingfor everyone, with products adding functionalbenefi ts to specifi c types of consumers as well asoffering value for money. All products will need toensure that any claims they make are scientifi callyproven, honest and true, as any innovation willneed to be trusted to succeed.14131211Corporate social responsibility is likely to reaffi rmits importance to consumers. For a number of10200920102011201220132014Source: Zenith International18 • The 2010 UK Soft Drinks Report