UK | Carlsberg Britvic's Soft Drinks Review 2025 revealed that energy drinks shoppers are key to soft drinks sales for convenience retailers.
The latest report unveiled Carlsberg Britvic's seven-step strategy for retailers who want to meet the growing demands of soft drinks consumers.
In recent years, soft drinks have been a key growth driver for convenience and the wider grocery channel. In fact, the average Brit drinks 225.3 litres of soft drinks a year. They’re also bought on almost one in four shopping trips in convenience stores and are responsible for GBP 5.3bn in sales.
As shopper preferences have evolved and a new generation of consumers has emerged, retailers need a solid plan to unlock additional growth opportunities, of which there are plenty, according to the latest report from Carlsberg Britvic.
One of the key areas for growth highlighted within Carlsberg Britvic's Soft Drinks Review 2025 is energy drinks. Glucose, sport and stimulant drinks rank as the UK convenience retailers' biggest soft drinks sector.
Only 4.1 percent of convenience shoppers currently buy energy drinks, indicating a wealth of opportunities for brands outside traditional energy to capitalise on the demand for drinks that fuel.
“With seven in ten Brits saying they feel tired half the time, it makes sense that more and more people are turning to soft drinks to provide the boosts they need. In fact, research shows that drinks to provide energy or stimulation have increased by an incredible 93 percent over the past 10 years,” said Ben Parker, VP Sales Off-Trade, Carlsberg Britvic.
“Owing to consumer lifestyles and demands shifting, the traditional energy drink consumer is changing. A wider range of people are looking for pick-me-ups across various occasions. So, while big-name brands are playing a crucial role in topping up the UK’s energy levels, we’re seeing opportunities opening for other types of natural energising drinks, which carry more appeal to those less interested in traditional energy drinks.”
Retailers must review and revise their ranges to fully tap into the sector's potential, with Carlsberg Britvic’s seven steps to success for retailers:
Step 1: Fuel further
Retailers should ensure their energy drink range is on point in terms of variety. Iced coffee lines should be prominently displayed to leverage the growing demand for drinks that fuel and provide a treat. Adding juice and shots to breakfast ranges can drive growth across different occasions.
Step 2: Make meals matter
Last year, soft drinks were only 28.6 percent of meals eaten in the UK, and for those aged under 25, 27.7 percent of meals didn’t include any kind of drink whatsoever. Retailers can address this by pairing products such as Jimmy’s Iced Coffee in promotions on breakfast items or Plenish Health Shots with hot coffee.
Step 3: Take over treat times
Soft drinks play a crucial role in satisfying shoppers’ cravings, with 26.4 percent of treat missions resulting in the sale of soft drinks. While it’s vital to stock up on the classics – such as Pepsi MAX, 7up and Tango Orange- retailers should also introduce new limited-edition flavours to pique shoppers’ interest.
Step 4: Opportunities for impulsive socialising
In-home socialising occasions hit 17 billion last year, as 37 percent of people reported going out to eat and drink less in response to economic pressures. This presents opportunities for convenience retailers that offer the right drinks at the right price for people who are socialising at home.
Step 5: Add value to hydration
A new generation is reshaping the soft drinks market: Generation Z. Nearly a third of all Gen Z drinks occasions feature tap water, bottled water or flavoured hydration drinks like ice tea, compared to a UK average of 24 percent.
Step 6: Push permissible choices
Low-calorie soft drinks have grown in value over the past year, outperforming full-sugar products. That’s why convenience retailers must be well-stocked with sugar-free classics like Pepsi MAX, Tango Sugar Free, and 7UP Zero Sugar in various formats and with various flavour alternatives.
Step 7: Recruit with healthy heroes
Research shows that 69 percent of Brits say they’re trying to live healthier lifestyles, with products featuring added benefits playing a key role. Retailers can capitalise on this trend by pairing functional health drinks with healthy snacks and meals at different times of the day. Kombucha is an opportunity ripe for the taking.
Sales of convenience products have grown by 33 percent over the past year, and they are poised for further growth following the March launch of the Lipton Kombucha range, which brings a mainstream, recognised brand to the category.
