>>Shoppers rate newer juice sector highly
When Fast Foodfax first began testing soft drinks in the early 1980s there were two categories - carbonated and fruit drinks, such as squash. But the past decade has experienced significant growth in cold drink consumption, coupled with the availability of a wide range of new types and styles of products, which has fragmented the market.
Soft drinks now encompasses spring water, juice-based, fruit smoothie and adult still beverages, all of which have broadened consumer appeal.
We now have five separate categories under Fast Foodfax with chilled fruit juices, juice drinks and adult/new taste drinks complementing the original database. While the original categories still generate the widest level of universal appeal, with average ratings in the low to mid 30s, their appeal has tended to polarise between different age groups.
Older respondents prefer the new generation of still and juice-based drinks, while teenagers and 20-somethings are more likely to enjoy carbonates.
The newer juice drink sector enjoys the highest levels of consumer approval. Products in this category are free of the negative imagery of carbonates and generate strong overall ratings. The current holder of the highest score across all five categories is a juice-drink product.
However, brand and image values are extremely important. Branding, pack shape and label design all impact on buying intentions and product perceptions.
The correlation between likelihood to buy with taste, the aftertaste left in the mouth and refreshment values is also extremely high. Juice drinks deliver refreshment, but smoothies have a thicker texture that makes them less easy to drink and they lack refreshment value, consigning them to a semi-snacking role on appropriate occasions.
This proved to be one of the best cola variants tried to date, with “a subtle lime flavour” that was “very refreshing”. The juniors awarded a perfect five for flavour, but claimed frequency of purchase levels suggest that this will be a strong repertoire performer among all ages.
The pack design was a strong feature of this Max flavour variant, but the taste proved to be more popular with the juniors than with the adults. Strength of flavour was the problem, coupled with the level of sweetness.
A sparkling herbal juice drink from the Shloer brand that had strong appeal for women. A fruity and fresh-tasting drink and an ideal alternative to alcohol.
A new generation adult soft drink from the US that included aloe vera. A niche taste, but one that failed to appeal even to the adventurous who said the the drink didn’t refresh, being too sweet and lacking character.
Image values in drinks are important and this ambient fruit smoothie lacked them. The pack failed to excite and the product disappointed, although it proved more popular with Northerners than those in the south.
Strong appeal for younger adults and kids looking for a different orange blend. Tangy enough to offset the sweetness and only lightly carbonated, which made this drink more refreshing.
Adults prefer the new generation of still and juice-based drinks, while teens enjoy carbonates, according to Cambridge Fast Foodfax research
Put to the test: six recent launches (maximum score 50)
Diet Coke with Lime Score: 39 Category average: 33
Pepsi Max - Lemon & Lime Twist Score: 35 Category average: 33
Sorelle - Serene White Score: 34 Category average: 29
Lizard Lava - Strawberry Score: 20 Category average: 29
Next… Raspberry Score: 31 Category average: 34
T & T - Red Hot Orange Score: 35 Category average: 29
Produced for The Grocer by Cambridge Fast Foodfax, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.
When Fast Foodfax first began testing soft drinks in the early 1980s there were two categories - carbonated and fruit drinks, such as squash. But the past decade has experienced significant growth in cold drink consumption, coupled with the availability of a wide range of new types and styles of products, which has fragmented the market.
Soft drinks now encompasses spring water, juice-based, fruit smoothie and adult still beverages, all of which have broadened consumer appeal.
We now have five separate categories under Fast Foodfax with chilled fruit juices, juice drinks and adult/new taste drinks complementing the original database. While the original categories still generate the widest level of universal appeal, with average ratings in the low to mid 30s, their appeal has tended to polarise between different age groups.
Older respondents prefer the new generation of still and juice-based drinks, while teenagers and 20-somethings are more likely to enjoy carbonates.
The newer juice drink sector enjoys the highest levels of consumer approval. Products in this category are free of the negative imagery of carbonates and generate strong overall ratings. The current holder of the highest score across all five categories is a juice-drink product.
However, brand and image values are extremely important. Branding, pack shape and label design all impact on buying intentions and product perceptions.
The correlation between likelihood to buy with taste, the aftertaste left in the mouth and refreshment values is also extremely high. Juice drinks deliver refreshment, but smoothies have a thicker texture that makes them less easy to drink and they lack refreshment value, consigning them to a semi-snacking role on appropriate occasions.
This proved to be one of the best cola variants tried to date, with “a subtle lime flavour” that was “very refreshing”. The juniors awarded a perfect five for flavour, but claimed frequency of purchase levels suggest that this will be a strong repertoire performer among all ages.
The pack design was a strong feature of this Max flavour variant, but the taste proved to be more popular with the juniors than with the adults. Strength of flavour was the problem, coupled with the level of sweetness.
A sparkling herbal juice drink from the Shloer brand that had strong appeal for women. A fruity and fresh-tasting drink and an ideal alternative to alcohol.
A new generation adult soft drink from the US that included aloe vera. A niche taste, but one that failed to appeal even to the adventurous who said the the drink didn’t refresh, being too sweet and lacking character.
Image values in drinks are important and this ambient fruit smoothie lacked them. The pack failed to excite and the product disappointed, although it proved more popular with Northerners than those in the south.
Strong appeal for younger adults and kids looking for a different orange blend. Tangy enough to offset the sweetness and only lightly carbonated, which made this drink more refreshing.
Adults prefer the new generation of still and juice-based drinks, while teens enjoy carbonates, according to Cambridge Fast Foodfax research
Put to the test: six recent launches (maximum score 50)
Diet Coke with Lime Score: 39 Category average: 33
Pepsi Max - Lemon & Lime Twist Score: 35 Category average: 33
Sorelle - Serene White Score: 34 Category average: 29
Lizard Lava - Strawberry Score: 20 Category average: 29
Next… Raspberry Score: 31 Category average: 34
T & T - Red Hot Orange Score: 35 Category average: 29
Produced for The Grocer by Cambridge Fast Foodfax, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.
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