Adam Russell, director of foodservice and licensed at Carlsberg Britvic, says: “Given the current landscape, we know that consumers are looking to treat themselves when they go out to eat and drink.
“They are continuing to look for small luxuries and experiences which they can’t recreate at home, providing a big opportunity for operators to go above and beyond and impress in their outlet.
“Although consumers are going out less often, when they are visiting restaurants and bars, they’re willing to pay that little bit extra for a more premium, memorable moment. This is especially true on special occasions, such as birthdays, where spending has increased by 20% in the last few years.
“To make the most of this demand for elevated experiences, operators should consider trade up opportunities when it comes to soft drinks serves. A ‘good, better, best’ approach works well – such as offering trade up options on soft drinks when it comes to a set lunch or drink menu, with popular brands such as Pepsi MAX and J2O having a role to play here.”
Carlsberg Britvic has highlighted three key trends including health, bold flavours and making the most of summer sales.
Health
With 42% of consumers claiming to be very health-conscious and a greater number of people eating and drinking out, health and convenience have become key factors when purchasing in hospitality.
Aqua Libra is an established and recognised brand in the soft drinks category, containing no sugar, sweeteners, or calories, so it particularly resonates with those who want to make healthier refreshment choices. Offering pure filtered water with infused fruit flavours, Aqua Libra provides customers with a convenient, on the go hydration solution.
Bold flavours
Consumers are increasingly looking for bold and adventurous flavour profiles. The rolling range of Tango Editions combine popular flavours and iconic pack designs to produce striking products that stand out in outlets and attract customers.
Worth over £95m within foodservice, Tango already has a strong record of new product development and is perfectly positioned to drive further excitement in the fruit flavoured carbonates category. The brand’s successful rotational flavour series has seen both Tango Paradise Punch and Tango Berry Punch generate sales worth £16.8m between them across the total market.
Summer sales
Consumers naturally enjoy going out more during the summer months when the days are longer, lighter and warmer. So, refreshing drinks have a key role to play in quenching consumer’s thirst during the hotter weather. To make the most of this demand, operators should be offering promotions and elevated experiences to help drive footfall.
To tap into the demand for fresh, summery flavours, operators should offer a wide range of drinks including juices and cordials. When it comes to elevated soft drinks with a summery twist, Britvic’s range of J2O drinks are available in both still and sparkling formats (blends and spritz) and are not only a well-known brand to stock behind the bar but are also trusted for their great taste. The blend packs a fruity punch, ideal for those looking for a single serve soft drink.