CarlsbergBritvic-SDR-Foodservice-v15 - Flipbook - Page 46
Welcome
Sustainability
Category overview
WHY ARE THEY DIFFERENT
TO MILLENNIALS
WHO BUYS SOFT DRINKS
IN FOODSERVICE9
Soft drinks value sales by age, indexed vs total
individual age demographic.
84.5
121.7
Age 55+
Age 45-54
116.4
Age 35-44
Age 25-34
Age 20-24
90.3
119.6
Age 13-19
93.6
HEALTHY GROWTH
OPPORTUNITIES
Gen Z is among the generations driving the rise in tap water
consumption, recognising the benefits and embracing the
habit of drinking more.9 Doing so became a common New
Year’s Resolution10 and a 2017 UK Government report11
proposed encouraging wider use of refillable water bottles
throughout the country. By the end of the decade, refillable
water bottles had become ubiquitous in UK schools.
As a business, we support these changes. Well hydrated
people are healthier people, after all, and the spotlight
that’s been shone on plastic packaging waste has led to
the development of the nationwide Deposit Return Scheme
which is due for launch in 2027 (see p13).12 These changes
have also created opportunities to provide people with
healthy, hydrating and exciting drinks when they’re eating
out in the UK’s foodservice outlets.
Research shows that people, particularly younger people,
are prepared to pay more for drinks they perceive to be
better quality, with just under half (43%) of UK consumers
saying they would be happy to pay more for such drinks.
That number rises to 48% of people aged between 25 and
34, who are the most likely to pay more.13 But what does
better quality look like? As we’re about to explore, that all
depends on the occasion…
9 Kantar Worldpanel, Demographics report, Spend (000s), Total Soft Drinks, 52 w/e, 26.01.25
10 Time Magazine: https://time.com/6548310/new-years-water-bottles/
11 UK Parliament: https://publications.parliament.uk/pa/cm201719/cmselect/cmenvaud/339/33906.htm
12 https://www.thegrocer.co.uk/news/supermarket-bosses-demand-2027-deposit-return-scheme-start-date-is-scrapped/699849.article
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FOODSERVICE DEEP DIVE
