While a warmer than average 2013 saw the cordials amd squashes market return to value growth, another hot summer in 2014 failed to build on this sales growth. Value sales are expected to fall by another 3.5% in 2015, down to £754 million. Meanwhile, volumes have declined by almost 100 million litres since 2010 alone (down to 428 million litres). Much of the decline in volume sales can be attributed to changes in formats of squashes, specifically the rise of double and super-concentrates.
According to Mintel’s latest cordials and squashes report, the next five years will see a further volume decline in the squashes and cordials market, while the value decline is expected to slow to stand at £690 million in 2020, with a bestcase scenario of £774 million and a worst-case of £605 million. The growing popularity of double and super-concentrates is expected to cause volumes to decline at a faster rate, falling by a further 6% in the coming years and down to just 403 million litres by 2020.
When asked to state a preference on various aspects of squashes and cordials, sugar content evokes the strongest response, with just 33% of users having no preference. In the wake of negative media coverage about sugar since 2014, no-addedsugar variants enjoy a strong lead, preferred by 56%.
Flavour choice also evokes a strong response, with only 37% of squash/cordial buyers having no preference between new flavours and ones they usually drink.