CHELMSFORD, United Kingdom—U.K. soft drink sales in 2008 outperformed the recession, according to the 2009 Britvic Soft Drinks Report released March 12. U.K. sales totaled £8.4 billion across all channels during the year, down just 1 percent in value and 2 percent in volume compared to the previous year’s strong performance.
The performance comes as consumers turn toward brands they know and trust as economic conditions deteriorate. Despite consumers planning their shopping more carefully, soft drinks still are considered a staple of the mid-sized shopping basket.
In 2008 energy and sports drinks continued to drive the market as consumers sought specific functional benefits such as added vitamins, electrolytes, glucose or stimulants (including caffeine and guarana), while traditional favorites such as cola, squash and juice drinks proved to be resilient. The big soft drinks brands held up well as consumers opted for well-known and trusted names rather than switching to own-label products.
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