With squash holding continuing popularity in the UK, Britvic explains why it taps into so many key consumer needs and reveals how Robinsons’ NPD and link with The Hundred competition is driving category growth.
Squash remains a much-loved soft drink in the UK. In fact, the category is now valued at £607m [NIQ] and holds the top spot as the most-consumed soft drink [Kantar], with 76% of shoppers purchasing it [Kantar]. Additionally, squash represents nearly a third of all at-home soft drink occasions [Kantar], offering a marked opportunity for retailers.
Here, we explore why squash is a must-stock item for the summer and beyond:
Affordability: Squash’s budget-friendly price point appeals to cost-conscious consumers and makes it an accessible category to all. Retailers should keep stocked up with a variety of formats and flavours to engage with those looking for good value drinks in-store. Formats including 66ml (Minis), 500ml (Cordials), 750ml (DC), 1L (SC, creations and F&B) and 1.75L (SC) are set to drive sales throughout the rest of 2024, with the most popular flavours forecast to be Orange, Apple & Blackcurrant and Summer Fruits.
Convenience: Quick and easy to prepare, squash is a convenient choice for many shoppers when on-the-go or at home. With, 83% of adults now using a reusable water bottle [Ipsos], stocking core formats and newer innovations, such as Robinsons Minis, will appeal to a wide range of different consumers.
Refreshment: Tap water consumption has risen by 21% since 2019 [Kantar], making squash an even more valuable market opportunity. In fact, 57% of consumers recognise squash as a great way to increase their water intake [Acacia]. Providing a refreshing way to add flavour and make delicious drinks every day, squash adds value and can monetise these moments.
Lower-calorie options: Health is top of mind for many shoppers. In fact, 68% of consumers claim to be eating healthily all or most of the time [Mintel], and squash can provide a guilt-free choice for health-conscious consumers who want a flavourful beverage without excess calories or sugar.
Economical packaging: Squash, when diluted at home, offers a more efficient packaging per serve compared to pre-mixed ready-to-drink formats.
Capitalising with the one and only Robinsons
Tried and trusted brand, Robinsons, commands a 31.7% market share [NIQ] and is leading the charge within the category.
Last year, Robinsons revamped its product range, including core squash, Fruit & Barley and Minis, with a fresh new pack design to reinvigorate the category and drive growth. Reinforcing Robinsons as a recognisable and beloved brand, the refresh also played a crucial role in supporting retailers by keeping shoppers engaged and encouraging repeat purchase of their go-to brand in the category.
The Hundred partnership: a game-changer for squash
Families remain a key core audience for the category, with over 50% of all squash sales brought by families [Kantar]. That’s why the brand is once again partnering with The Hundred, cricket’s newest tournament format. In fact, last year’s tournament saw 580,000 tickets sold [Hundred], with families making up 41% of attendees [Hundred].
Robinsons is back again this year with an on-pack ticket giveaway across its core squash range and its Ready to Drink format, which has grown by +13.0% in the past year [Nielsen]. More than 100 lucky consumers are in with a chance of winning a pair of tickets.
In 2023, the promotion generated more than 18,000 entries and, this year, an even bigger investment from the brand is likely to drive the partnership to even greater heights.
Ben Parker, Britvic Retail commercial director in Great Britain, emphasises the importance of this promotion: “With nearly half of all UK households buying Robinsons [Kantar], we are well-positioned to help retailers maximise sales through our latest on-pack promotion. This summer’s cricket season offers a prime opportunity for retailers to engage shoppers and boost sales.”
