THE 2010 UK SOFT DRINKS REPORT - British Soft Drinks Association

SOFT DRINKS – INVESTING IN REFRESHMENTREPORT METHODOLOGY/BACKGROUNDSpecialist food and drink consultancy, Zenith International, has been commissioned to producethis 2010 BSDA UK Soft Drinks Report. All data and insights contained in this report wereproduced using Zenith’s internal market databases and primary research.In compiling its research, Zenith relies on thegoodwill and cooperation of companies activein the marketplace. During Zenith’s annualresearch into the UK soft drinks industry,over 250 soft drinks producers are regularlycontacted. This includes larger brandedoperators, retailer own label specialists, contractpackers and a signifi cant number of smallerindependent companies.Based on individual producer volumes for theyear, market, sector and segment totals arecalculated from the ‘bottom up’. At a sector andsegment level, adjustments are then made forany double counting of contract and licensedbottling. Estimates for unauthorised soft drinkimports sold through the ‘grey market’ are alsoincluded. This is more pronounced in categoriessuch as energy drinks rather than dilute to tastedrinks, for example.A complete picture of the UK soft drinks marketacross all sales channels is produced, throughZenith’s extensive study of the largest softdrinks companies, alongside small to mediumsized operators and own label specialists. Themarket fi gures presented therefore encompassall aspects of the market including: take home,impulse and on premise; water cooler volumesfor the offi ce; home dispense carbonated softdrinks; and pump dispense carbonates in thelicensed trade.To this end, a considerable amount of time andeffort is spent contacting industry players andstriving to analyse the complexities of the UKsoft drinks arena. Zenith would like to expressits sincere gratitude to BSDA and the entire UKsoft drinks industry for its continued help andsupport during the research process.2 • The 2010 UK Soft Drinks Report