'SOLARADE' THE NEW ENERGY DRINK and the UK MARKET
FOOD MARKETING CONSUMPTION and MANUFACTURING
Where does 'SOLARADE' fit in to the UK soft drinks market?
'Solarade' is part of the functional drinks market. These are sparkling, still and dilutable products, designed to help:
The functional drinks market includes:
A typical soft drinks cabinet
The main brands that dominate the take-home sector of the market are listed below. Note that this list includes all soft drink brands, so products that occupy smaller niches of the market are not listed:
Top 12 Take-Home UK Brands by Value 2002
Top Take-Home Soft Drinks Suppliers by Value (£million) 2002
Top Take-Home Soft Drinks Suppliers by Volume (litres m) 2002
The market for functional drinks and foods is growing as food and drink companies seek to benefit from the social trend towards personal well-being and healthier lifestyles. This is accompanied by the demographic reality of an ageing population; a greater proportion of the population is middle aged and elderly. These people are attracted to products that offer regenerative or rejuvenating properties.
In addition, younger consumers are drawn towards products that offer legal 'highs'. This can be seen in the nicknames that certain drinks attracted from its key consumer segment. It appears from this ready growth, that there is a gap in the market for am energy drink with a new flavour and a genuinely beneficial formula designed to restore health or otherwise replace lost energy.
Market Analysis: The soft drinks brands sold by each supplier
Coca Cola Enterprises
Britvic Soft Drinks
AG Barr (Barrs)
Procter and Gamble
Princes Soft Drinks
*Own label products are generic versions of goods often sold under brand names. Supermarket retailers, for example, stock versions of popular soft drinks' brands such as colas and lemonades, which carry the supermarket's name, rather than that of a premium brand's name. Own label products are almost always cheaper than premium brands, as the development and marketing costs of supplying them are usually lower.
Data source: Britvic Soft Drinks Category Report 2003
(Information sourced generally from own company Web sites)
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