The superfruit theme seen in pure juice is translating well into squash, while premium cordial is also in strong growth as consumers trade up. Bottlegreen, in particular, is taking advantage of this trend, as well as a robust promotional strategy, and continues to grow within Tesco.
The hotter than average start to the summer obviously helped to drive volume within kids' multipacks, but it also drove squash specifically, while Ribena 1-litre also performed exceptionally well on a bogof deal. Upweighting promotional activity to offer the best deal is the way forward.
Government guidance on drinks in schools means health is also a key theme within the kids' sector. Parents seem to perceive clear drinks as healthier and they are choosing pure juice and flavoured water rather than juice drinks, so the launch of kids' flavoured water and 100% pure juice drinks has driven incremental growth in multipacks. I would like to see more innovation from suppliers in this area, however. Kids' natural mineral water is also showing strong growth.
In the future, government guidance will continue to have an impact and lead to more health-oriented options on the fixture. Superfruits and interesting flavour blends will be key trends in both squash and cordials.