CarlsbergBritvic-SDR-Convenience-v20 - Flipbook - Page 23
Convenience overview
Convenience deep dive
Convenience data tables
DO THE KOMBUCHA CHA CHA
WITH LIPTON’S LATEST LAUNCH
The UK is going crazy for kombucha, the fermented tea that can trace its origins
back to Ancient China. Sales have surged by 39%28 in the past five years
and hit £33m in 2024.28 Now Carlsberg Britvic is bringing kombucha –
or ‘booch’ to aficionados – into the mainstream with the launch of
three delicious Lipton Kombuchas.
Lipton, the tea experts, have blended delicately sparkling
drinks with naturally fermented tea with three different
flavour combinations – Mango Passionfruit, Raspberry
and Strawberry Mint – to create these refreshing,
naturally low sugar and calorie beverages. The
drinks are already making a splash online, attracting
1.9m views and 50k interactions on TikTok when we
launched in March. Bish bash booch!
It’s not just the soft drinks that people are buying that are
continuing to evolve. As we’ve seen, so too are the places
people are choosing to buy them and consume them.
Online channels continue to grow for soft drinks players,
commanding 14.9% of value sales in 2024,29 up from 13.8%
in 2022.29 Carlsberg Britvic, meanwhile, overtrades online,
with 18.6%29 of revenues coming from digital channels, up
from 17.5% in 2022.29
The online retail landscape is changing, with specialist,
pure play, quick commerce and DTC platforms all
outgrowing traditional online retailers, both in terms of
general FMCG and soft drinks sales. Social commerce is
also a growing force online, with TikTok now the UK’s sixth
largest e-commerce platform,30 despite it only setting up
in late 2021. Pepsi, meanwhile, has become the top selling
soft drink on TikTok Shop.30
28 Nielsen IQ RMS Total Coverage, Britvic Defined Kombucha universe, Value sales, 52w/e 21.12.24
29 NIQ Omnisales – Data to 28.12.24
30 NIQ Digital Purchases – Total Ecom – Value Market Share – data from 01.01.22 to 26.01.25
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