The UK soft drinks sector is experiencing strong growth, driven primarily by intense health-consciousness, with low/no-sugar options making up two-thirds of volume sales.
Other key drivers include the rise of functional drinks (energy, protein, immunity), premiumisation, increased alcohol moderation, and high-value NPD in the convenience channel, with sales up 15.3% in that sector in 2024 (Carlsberg Britvic).
Consumers are actively avoiding sugar, with 62% reducing their intake and 74% of UK adults are moderating alcohol, driving sales of alternatives.
Functional beverages, including prebiotic sodas, kombucha, and energy drinks, are seeing a 54% year-on-year growth. Protein-enhanced drink searches have risen by up to 140%.
Consumers are trading up to premium soft drinks, artisanal mixers, and unique, “less sweet” flavours.
Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners, comments: “Soft drinks continue to deliver strong value growth in Great Britain, now worth £14.56bn (Nielsen), growing 8% year-on-year (Nielsen), with demand for well-known, great-tasting brands as strong as ever.
“In particular, big brands remain key – and that includes the Coca-Cola™ portfolio, accounting for 63.1% of value sales in cola (Nielsen). Coca-Cola Original Taste continues to hold its position as GB’s number one soft drink and is now worth £904.25 million in retail value (Nielsen), while Coca-Cola Zero Sugar has grown to £483 million (Nielsen). Meanwhile, flavour-led innovations like Coca-Cola Cherry Float – launched in February and available with and without sugar – are tapping into nostalgia-led trends, blending the classic Coca-Cola taste with rich cherry flavour and a smooth vanilla twist.”
Cherry variants in particular have delivered £287 million in value sales over the past year (Nielsen). Reflecting this momentum, Diet Coke, now worth £499 million (Nielsen), has added a permanent cherry variant to its range with Diet Coke Cherry, giving retailers another bold, flavour-led option ahead of the busy summer months.
In carbonates, Fanta retains its position as the number one brand in GB (Nielsen), accounting for one in every five flavoured carbonates sold (Nielsen). Its strong performance has been underpinned by an innovation pipeline centred on zero sugar, including recent launches like Fanta Grape (available with and without sugar) and limited-edition Fanta Dark Cherry, which combines apple and cherry flavours. Fanta Zero Apple, Fanta Zero Raspberry and the limited-edition Fanta Tutti Frutti Zero Sugar continue to drive growth in the fully HFSS-compliant range.
Meanwhile, Dr Pepper is the fastest-growing flavoured carbonate (Nielsen), now holding 17.2% value share and driving 45% of total segment growth (Nielsen). Recent innovation includes Dr Pepper Cream Swirl, which launched in February and has already generated over £500,000 in sales (Nielsen), combining the brand’s iconic 23-flavour taste with a swirl of silky cream. Dr Pepper Zero Sugar Cherry Crush continues to perform strongly as a permanent range addition.
Mixers continue to play a significant role in the soft drinks category. Schweppes remains a major player in the mixer category, offering Schweppes Classic Tonic, Slimline Tonic and Schweppes Lemonade as standout variants. The latest addition, Schweppes Cherry Pepper Soda, launched in February, combines juicy sour cherry with a delicate black pepper kick, tapping into sweet-heat flavour trends and supporting premiumisation across the £83.4 million Schweppes brand (Nielsen).
Meanwhile, Schweppes Tropical Soda has added further excitement by tapping into consumer interest in adventurous, flavour-driven options as shoppers look to elevate at-home occasions without overspending.
Energy drinks have continued to lead soft drinks growth, now worth more than £2.4bn (Nielsen) – in line with CCEP’s energy vision that projects the energy category will reach £3.8bn in value by 2030.
Monster is now worth over £856 million (Nielsen) and is delivering more value and volume growth in absolute terms than any other energy drink brand in GB (Nielsen). Its innovation has driven more than half of energy drinks’ innovation sales in the last year (Nielsen).
Monster’s multi-platform approach includes the Core platform with zero and full sugar variants, while Ultra offers HFSS-compliant zero sugar options including Ultra Fantasy Ruby Red and Monster Lando Norris Zero Sugar, which launched in spring 2025. Both variants are already delivering strong performance, with Fantasy Ruby Red generating £13.7 million in value, while Monster Lando Norris has generated £17.4 million in sales since its launch last year.
The Juiced platform delivers full-flavoured energy with real fruit juice and Monster Juiced Viking Berry, now worth over £13 million (Nielsen), is the latest addition – and the Additions and Reserve platforms bring further flavour innovation.
Relentless is the number one brand in the affordable energy category (NIQ). Relentless White Citrus launched in early March, delivering an exotic white citrus flavour. It follows Relentless Guava, which has delivered more than £2.9 million in value sales (Nielsen). The full Relentless line-up, including Origin, Cherry, Guava and White Citrus, is available in £1 PMPs.
Reign Storm Clean Energy, now worth £3.2 million in GB (Nielsen), targets fitness-conscious shoppers with its functional recipe and expanding range, appealing to consumers in a growing niche.
With 67% of energy drinkers preferring chilled products, visibility and chilled availability remain key to capturing growth (Toluna).
David Laidler, Brand Director of Carbonates and Lipton at Carlsberg Britvic, comments: “Consumers are still looking for more than just a thirst quencher, which means impulse stores have had to provide unique soft drink offerings and elevated in-store experiences to remain competitive. Recognising the importance of soft drink flavour innovation and the role it plays in the category, Carlsberg Britvic has continued to focus on a pipeline of innovation to support retailers.
Tango launched its limited-edition rotational flavour series, Tango Editions, back in 2022. Tango Editions combine bold tastes, liquids and pack designs to produce striking products that stand out on shelves and in chillers. The brand’s successful rotational flavour series has seen Tango Mango, Tango Paradise Punch and Tango Berry Peachy all crowned the number one fruit flavoured carbonates new product development in their respective years (Nielsen IQ).
This February, Tango launched its latest limited-edition flavour, Tango Editions Thirst Trap. The new, zero sugar flavour blends juicy peach, sharp orange and tropical pineapple flavour for a full-on hit of tangy refreshment. Thirst Trap features bold, playful packaging and a name rooted in internet culture – showcasing Tango’s mischievous personality, fostering curiosity and sparking conversation for retailers and consumers.
‘Thirst trap’ is a term that originated on social media, referring to a photo, video, or post designed to attract attention, and this launch seeks to do the same. With its distinctive packaging, designed to appeal to Gen-Z, the launch aims to create buzz among fruit-flavoured carbonate fans and appeal to a new wave of shoppers.
The new flavour offers retailers a fantastic opportunity to capitalise on Tango’s momentum as an iconic brand with a market value of £113m retail sales value in the off trade (Nielsen IQ). The brand continues to lead the category with flavour innovations.?As soft drinks are fast becoming the treat of choice for today’s shoppers, Great Britain’s number one lemon and lime flavoured brand (Nielsen IQ), launched 7UP® Pink Lemonade last year. Marking its first launch since 2020, 7UP® Pink Lemonade is a zero sugar drink that delivers the ultimate refreshment with its lemon, lime and raspberry flavour. The launch looked to capitalise on the growing role of innovation in driving growth in the flavoured carbonates category, which accounted for 35% of total flavoured carbonates value growth between April 2023 and March 2025 (Nielsen). What’s more, its zero-sugar recipe provides an appealing alternative for consumers seeking no sugar options without compromising on taste or refreshment.
Carlsberg Britvic kicked off 2026 with the launch of Pepsi MAX® Tropical, an exciting new addition to its MAX® flavours portfolio. Blending pineapple, mango and peach flavours, the innovation is designed to meet growing shopper demand for exciting new flavoured cola options. Alongside the launch, the brand unveiled a refreshed look for its £218 million Pepsi MAX® flavours range (Nielsen IQ). The updated packaging features a clearer design, stronger colour cues and distinctive fruit flavour icons, all crafted to enhance Pepsi MAX®’s appeal through standout shelf presence.
Consumer appetites for bold new flavours are increasing, with the flavoured cola category growing six times faster than unflavoured cola (NielsenIQ). Carlsberg Britvic is well positioned to lead this trend: Pepsi MAX® is the Number 1 Cola brand by volume in the UK (Nielsen), and Pepsi MAX® Cherry is the number one flavoured cola, worth over £207m RSV (Nielsen IQ).
In a category full of choice, strengthening Pepsi MAX®’s flavours offering is a priority for the brand, in order to maintain engagement among Gen Z shoppers and beyond. The addition of Tropical, a popular soft drink flavour in the UK (Nielsen IQ), paired with a bold new visual identity, aims to ensure the brand continues to stay relevant, eye-catching and top of mind with shoppers.
Arctic Coffee, the UK’s leading independent chilled coffee brand, is set to launch a category-first product with the introduction of Arctic Decaf Café Latte. The new addition offers the same great Arctic taste that consumers love – but without the caffeine.
The launch marks another moment of innovation for the brand, which has built a reputation for identifying gaps in the chilled coffee category and delivering accessible, great-tasting products that respond directly to consumer demand.
Arctic Decaf Café Latte has been created for consumers who enjoy iced coffee on-the-go but want to moderate their caffeine intake – whether that’s avoiding caffeine later in the day or simply choosing a caffeine-free option for lifestyle reasons. The launch also taps into the growing trend of caffeine moderation among younger consumers and health-conscious shoppers.
Despite the continued growth of the ready-to-drink iced coffee category, decaf options remain limited, presenting a clear opportunity for retailers to expand choice for shoppers.
Jo Taylor, Senior Marketing Manager at Crediton Dairy, comments: “This May will see the launch of another category first from Arctic Coffee, Arctic Decaf Café Latte, which will offer the same great Arctic taste our consumers love but without the caffeine. It will be ideal for those consumers who avoid caffeine for varying reasons. It’s a clear gap in the market and is a product consumers are also asking us for both in our socials and in our market research.
“Arctic Decaf Café Latte will also appeal to those simply wanting a healthier low-calorie choice. With less than 150 kcals per 330ml serving, low fat, no added sugar, a good source of protein & hydration and, of course, no caffeine, it’s about meeting the needs of all coffee consumers – ensuring there’s something for everyone at an affordable price without compromising on quality.”
The 330ml product delivers the same smooth Café Latte taste Arctic Coffee is known for, while offering zero caffeine, no added sugar, low fat (1%), and fewer than 150 calories per serving.
Chris Sanders, Sales & Marketing Director of Radnor Hills, comments: “Over the past 12 months we have identified a clear shift in consumer demand toward healthier, more functional and sustainably produced drinks, particularly in categories where taste, wellbeing and environmental values combine.
“Our research showed that consumers want healthy hydration, great taste and, because we’re still very much in a cost-of-living crisis, excellent value for money.
“We have grown our portfolio with a number of new and innovative products that appeal to both established Radnor customers and also to new health-conscious audiences.”
The UK carbonated market size was valued at £10.2bn in 2024 and 3 in 10 customers drink a carbonated soft drink daily. Research (Kantar Profiles/Mintel, October 2024) shows that 16+ and 18+ drink carbonated soft drinks ‘to hydrate’ and to ‘treat themselves’. January 2026 saw the launch of Radnor Spring, a new low-calorie sparkling juicy drink range with added B vitamins. It is available in four fruity flavours in bottles which are 100% recyclable. Radnor Spring fills the gap for older teenagers and young adults. In the brand’s first month, almost 30 listings were secured, including with two national distributors in foodservice, and we made sales of 250,000 bottles. To give retailers great profit margins, Radnor Spring is now offered in £1 price-marked packs.
To celebrate the live-action reimagining of their 2002 animated classic Disney Lilo & Stitch, Radnor Fruits launched three character-inspired flavoured drinks in 200ml lunchbox-ready Tetra Pak cartons. The drinks align with government guidelines of school foods standards and are CQUIN and HFSS compliant. The drinks contain 50% Radnor Hills spring water, 50% real fruit juice and no added sugar.
The brand’s partnership with Disney via Tetra has strengthened product performance at shelf – with increased shelf presence, instant recognition and stopping power, and clear differentiation versus competitors. Over the last six months (October 2025–March 2026) Radnor has sold 1.2m individual Disney Tetra cartons into the UK market.
“In addition, we’ve activated support at fixture, most recently in March 2026 with a shelf barker across 180 stores,” adds Sanders. “We’re seeing branded and licensing products like this really fuelling the growth of the category and parents are looking for products that they can trust and that their kids will enjoy.”
Radnor Hydrate launched in January, a clean and simple drink blending 60% tropical juice with 40% natural spring water, compliant with HFSS, school nutrition standards and suitable across retail, education, healthcare and workplace channels. It is a celebration of simplicity for healthy hydration.
The whole Radnor family of brands grew more than 3x faster than the market in £ value and some 6x faster in terms of volume purchased (Nielsen IQ).
Angela Reay, Marketing Director at Nichols, comments: “UK consumers are actively choosing healthier, low-sugar and more natural beverages, but health is no longer defined by what’s removed. Growth is being driven by functional, proactive wellbeing propositions that enhance both body and mind, delivered through enjoyable, credible and everyday formats. Low sugar and clean label are now table stakes; differentiation comes from the ability to deliver meaningful benefits, expand occasions and integrate wellbeing seamlessly into daily life.”
The moderation of alcohol intake in the UK is not only real and sustained, it is actively re-shaping drinking occasions in ways that favour premium, adult-oriented soft drinks and bottled water, both at home and in the on-trade. The opportunity is not about replacing alcohol one-for-one, but about owning more moments across the day and evening with products that deliver sophistication, wellness, and ritual, without alcohol. Health remains a key driver in soft drinks, but the definition of “healthy” has evolved. Today’s growth is being driven less by what’s removed and more by what’s added. While low sugar and clean label are now expected, differentiation comes from functional propositions that enhance body and mind in credible, everyday formats.
Consumers increasingly want drinks that deliver meaningful benefits while still offering enjoyment – creating opportunities for brands that seamlessly combine wellbeing with flavour and refreshment. These insights were behind last year’s launch of Vimto Wonderfuel, a new functional squash fortified with vitamins B, C & D plus zinc and iron, targeting the breakfast occasion. The same thinking also drove the recent launch of Vimto Energy Tropical Cooler, high in vitamins B6 & B12, zero sugar, and made with natural caffeine and real fruit juice.
Flavour remains one of the biggest drivers of engagement and trial, with three clear trends shaping innovation: Inspired by Nature, Global Flavours and Newstalgia.
Inspired by Nature continues to gain momentum through floral, botanical and gently spiced profiles that tap into perceptions of naturalness and wellness. These flavours often deliver a lighter, less sweet form of indulgence, resonating with consumers seeking balance rather than overt sweetness.
Global flavours remain a powerful route to excitement and discovery, particularly among younger consumers. There is strong appetite for exotic fruits, sour and spicy notes, and playful flavour combinations that feel adventurous yet accessible.
Meanwhile, nostalgic flavours have evolved into “Newstalgia” – familiar favourites re imagined with a modern twist. Dessert inspired profiles, cherry and creamy flavours are being refreshed through zero sugar and contemporary formats, while social media continues to accelerate the reinvention of classic tastes, appealing to both younger consumers and older shoppers seeking comfort with a twist.
In the grocery channel, Nichols’ best-selling cordials are Vimto Original and Vimto No Added Sugar, which come in both 1 litre and 2 litre bottles. For carbonates it’s Vimto Zero which comes in either a 6-pack or an 8-pack. And RTD/Still best-sellers are Vimto 500ml and Vimto Minis 250ml 6-pack.
Following +41% growth of Vimto Energy in 2025, in January Nichols launched new Tropical Cooler flavour, an exciting new addition to the range that is high in Vitamins B6 & B12, zero sugar, and made with natural caffeine and real fruit juice.
To freshen up the soft drinks fixture, Nichols has launched a Vimto Fans’ Edition range, featuring two bold new flavours, each pairing familiar fruits with an exotic twist: Pina Guava (Pineapple & Guava), available in 500ml PMP (£1.25) and 2L and Sunset Papaya-dise (Orange & Papaya), available in 500ml PMP (£1.25).
The flavour names and pack designs were crowd-sourced late last year via a social media campaign.
Nichols has injected more authentic Caribbean flavour into soft drinks with the launch of Levi Roots Reggae Sunrise, a delicious new flavour across both carbonates and energy, that blends trending Passion Fruit with smooth, exotic Papaya, lifted with a citrus zing in the carbonates and a pinch of turmeric in the energy variant, delivering that unmistakable Levi Roots flavour punch.
Rob Long, Category Controller at Highland Spring Group, comments: “Consumer behaviour has shifted markedly in recent years toward proactive health management, with a specific emphasis on low- or no-sugar options. Staying hydrated is essential for overall health and wellbeing, and this trend is reshaping the landscape, driving a decline in alcohol and sugary drinks consumption. Consumers are accelerating their demand for natural products that offer a healthier way to hydrate. To capitalise on this shift, retailers must pivot their portfolio toward low- and no-sugar options. By dedicating a significant share of shelf and chiller space to high-growth segments such as bottled water, they empower their shoppers to meet the booming demand for healthier hydration.”
The defining macro-trend accelerating Water category growth in 2026 is the mainstreaming of proactive wellness and positive hydration. This evolution is being met by an increasing consumer preference for authentic, natural source brands over highly processed alternatives. These shifts are not just seasonal; they represent a permanent transition in how the UK shops the soft drinks aisle.
Still water offers natural, refreshing, healthy hydration for shoppers on-the-go, at home, or at work. Hero products include Highland Spring’s 750ml sports cap or 1.5L bottles.
Sparkling water provides a healthy, refreshing bubbly boost for any occasion – great with food or on its own. Highland Spring’s 500ml Sparkling Water is a must-stock.
“Flavoured Still water delivers extra fruitiness at home or on-the-go, combining fruity, natural flavours with refreshing spring water,” adds Long. “Stock up on Highland Spring’s juicy Strawberry, zingy Lemon & Lime, and tangy Apple & Blackcurrant. Crucially, Apple & Blackcurrant has just been crowned Product of the Year 2026 in the Drinks Category. As the UK’s largest consumer-voted award, this win is a powerful endorsement from over 8,000 shoppers, making it an absolute must-stock for retailers.”
This summer, Highland Spring is extending its flavoured still water portfolio with the addition of two new flavours: Orange & Passionfruit and Summer Berries. The refreshing new flavours perfectly complement our existing Apple & Blackcurrant, Lemon & Lime, and Strawberry lineup. The range now spans the full flavour spectrum, from tropical to citrus and everything in between.
The flavoured still water category is one of the fastest-growing categories in Soft Drinks over the last 12 months, with retail sales value +19% and volume sales +14% (NIQ 52w to 21 Feb 26). New shoppers are moving to the category as they switch out of less healthy drinks such as Cola and other flavoured carbonated drinks (NIQ Panel, L52WKs to 27.12.25). Highland Spring now accounts for over 50% of all new product sales in flavoured water – the highest contribution of any brand, with 12 million units sold to date.
“Retailers must maintain a comprehensive total water portfolio that caters to every consumer occasion. Highland Spring Still is hydrating on-the-go, Sparkling brings a healthy bubbly boost and Flavoured Still brings extra fruitiness to all occasions. Ensure you anchor your range with proven, award-winning category leaders to guarantee shopper trust,” advises Long.
“Visibility and temperature are key drivers of volume in-store. Highland Spring should be positioned front-and-centre in the chiller alongside other healthy hydration options. We recommend clear brand blocking by variant and size to simplify the shopper journey, supported by secondary front-of-store sitings to encourage larger basket sizes.
“While bottled water is relevant 365 days a year, demand peaks during summer. This seasonal surge, amplified by campaigns including our ‘Nature Makes Us’ platform, creates a massive volume opportunity. Retailers should pre-emptively optimise stock levels ahead of heatwaves and deploy weather-triggered activations to turn the forecast into a profit driver.”
A Euro Food Brands spokesperson comments: “VOSS is consistently selected as the beverage partner for high-profile, exclusive events, reflecting our heritage within premium hospitality spaces. Increasingly, VOSS Flavoured Sparkling cans are being requested as a sophisticated alternative to alcohol, offering consumers a refined sugar-free soft drink option without compromising on experience.”
The VOSS Flavoured Sparkling cans collection features three uniquely blended flavours: VOSS Strawberry Ginger (330ml), VOSS Lime Mint (330ml) and VOSS Lemon Cucumber (330ml).
Ready to drink and crafted for versatility, the range also mixes seamlessly into fruit-inspired mocktails, making it an ideal choice for elevated social occasions where mindful drinking and alcohol alternatives continue to grow in demand.
Consumers are more health-conscious than ever, with social media and AI-driven tools providing instant access to information that shapes informed food and beverage choices. As a result, demand continues to grow for products that deliver both function and flavour – particularly naturally flavoured, low-sugar, and wellness-led alternatives.
The VOSS Flavoured Sparkling range is perfectly aligned to this shift. Naturally flavoured, sugar-free, zero calories, and free from artificial additives, it offers a premium soft drink option that supports modern lifestyle choices without compromising on taste or design.
The full VOSS Flavoured Sparkling collection is available across four uniquely blended flavours and two formats: Tangerine Lemongrass (375ml bottle only), Lime Mint (375ml bottle and 330ml can), Lemon Cucumber (375ml bottle and 330ml can) and Strawberry Ginger (330ml can only).
This allows retailers to offer consumers a premium functional refreshment solution across both on-the-go and event-led occasions.
In 2025, VOSS introduced its most portable SKU to date: VOSS Still 250ml in a 100% recycled PET bottle.
This latest portfolio addition is a pocket-sized evolution of the brand’s established 500ml rPET bottle, retaining the iconic cylindrical silhouette that is synonymous with the VOSS brand. Designed for convenience without compromising on premium appeal, it delivers the same refreshing still water sourced from a Norwegian aquifer – the very same water found across the VOSS Original Glass Still collection.
The 250ml format responds to increasing demand for premium hydration on-the-go, offering both functionality and elevated design in one distinctive package.
An AG BARR spokesperson comments: “Soft drinks is one of the most impactful, exciting and revenue-driving categories in a convenience store. A balance of tried-and-tested major brands and steady pipeline of innovation has created a UK market worth nearly £15bn, and with value sales growing by +7.1% last year (Circana), we believe soft drinks will continue to present profit opportunities to retailers who focus on offering must-stock brands and new product innovation.”
Stocking the bestselling brands is something that every good retailer does well, but the best retailers are constantly on the lookout for products that meet market trends and deliver for their shoppers’ evolving needs.
AG Barr has identified the fastest-growing areas in the four biggest segments of the market – Carbonates (£5bn), Sports & Energy (£3bn), Pure Juice and Juice Drinks (£2.4bn) and Water (£2.2bn) – which combined make up three quarters of total sales (Circana).
Worth £5bn, carbonates is the biggest segment within soft drinks, with sales up by +3.7%. While cola remains the biggest flavour, it is OFC Carbonates, which are spearheading the growth, with sales up by +5.6% (Circana).
AG Barr is helping retailers to build on this by refreshing the look and feel of IRN-BRU, the nation’s third biggest flavoured carbonates brand (Circana). Performing strongly in consumer testing, with purchase intent up by +13% for the new designs, the new look highlights the brand’s remarkably distinctive brand assets, namely the iconic strongman insignia, ‘Made in Scotland from Girders’ strapline, and – of course – its unmistakable orange.
AG Barr has also implemented a name change to better align with consumer expectations in the category. The fast-growing XTRA variant will become ‘ZERO’ to better communicate the extra IRN-BRU taste with zero sugar proposition and align with wider category expectations. With low-calorie carbonates accounting for 50% of category sales and growing +50% faster than higher-calorie equivalents (Circana, IRI), this clearer name places IRN-BRU in the best possible position to drive sales and profits.
Last May, Rubicon launched a new campaign to underline its bold attitude and great taste. ‘Big Flavour Behaviour’ was a huge success for the brand, with 330ml sales increasing by +26% during the campaign period (Circana).
This summer, the brand will be bringing the campaign back to underpin a range of innovation from the brand, designed to help retailers unlock opportunities within the £2.4bn pure juice and juice drinks category (Circana).
The brand kickstarted 2026 by rolling out a redesign across its entire range of Sparkling, Spring and Vits Water fruit drinks, which sees customers +19% more likely to state their purchase intent and +17% more likely to agree they are worth paying more for (Walnut).
Rubicon has also added two new must-stock flavours in its Sparkling range. Cherry Burst – tapping into a flavour growing by +42%, and Tropical – appealing to the 84% of fruit flavour carb drinkers who say they look for this flavour in the fixture. Rubicon Tropical will also be available in a Still format, catering to demand from exotic fruit juice shoppers.
Alpesh Mistry, Sales Director, Suntory Beverage & Food GB&I, comments: “Functionality has become an increasingly important driver when it comes to choosing a soft drink, with shoppers actively seeking drinks that offer more than refreshment alone.”
Well over half (61%) of soft drink purchasers would like to see more soft drinks with additional health benefits (Mintel). This desire for “something extra” is particularly strong among young adults, with interest in functional soft drinks peaking at 77% among 16–34-year-olds (MTP). Consumers are primarily looking to soft drinks to provide the benefits they need, with two-thirds (67%) of consumers preferring to drink a soft drink with added health advantages rather than take a vitamin supplement offering the same effect (MTP).
Health continues to be an important driver of choice in soft drinks, which is evident in the rapid expansion of low- and no-sugar and calorie options. Low and no-calorie variants now hold nearly 70% of the volume share of the total soft drinks market (NielsenIQ). Meeting this consumer demand has been one of our key focus areas and SBF’s zero and No Added Sugar variants continue to see strong growth across the portfolio. Last year, Ribena Blackcurrant Squash 1.5L saw slightly higher growth in its No Added Sugar variant compared to its core SKU, growing by 18% to £1.7m (NielsenIQ).
Consumer demand for zero sugar has been taken into account both for NPD and when re-imagining limited editions, ensuring all launches meet the needs of today’s consumers. Lucozade Grafruitti was originally a full-sugar limited edition launch back in 2015, and on 1 April, SBF officially made Lucozade Energy Grafruitti Zero Sugar part of the permanent line up.
Offering exciting new flavours is one of the most effective ways to engage shoppers, with bold, vibrant tastes helping to break routine and capture attention. Flavours are a major purchase driver, particularly for consumers who prefer zero sugar soft drinks (Mintel), with nostalgic and familiar tastes continuing to resonate strongly (MTP).
Newly launched Ribena Summer Fruits is available in all three formats – squash, carton, and RTD. Summer Fruits is the third most popular flavour in squash (Nielsen) and the fifth most popular flavour within RTD (Nielsen). The NPD blends real fruit juices from apples and strawberries with vibrant raspberry and blackberry notes, tapping directly into this growing demand for flavour-led refreshment and giving retailers a compelling new option to drive incremental sales.
Lucozade Sport Ice Kick is the brand’s top drink in grocery, delivering growth of £13.5m across the channel (NielsenIQ), with strong performance in all formats. 500ml saw YOY growth of over 12% to nearly £8m, 900ml over 60% to nearly £4.5m, and the 500ml four-packs almost 12% to just under £5m (NielsenIQ). Offering shoppers a variety of pack formats to suit different occasions is key. The 500ml format stocked cold in the chiller is perfect for those on-the-go, while the four-packs allow shoppers to stock up and consume throughout the week at home.
Lucozade Energy’s eight-packs are the brand’s best-selling format in grocery (+64% YOY to £8.2m, Nielsen IQ), demonstrating the appetite for everyday energy at home in addition to impulse purchases.
For Ribena, Blackcurrant Squash 1.5L in its core and No Added Sugar variants delivered YOY growth of 18% to £1.7m and 17.8% to £2.2m, respectively (NielsenIQ). The brand’s success over the past year has been driven by a brand refresh and the launch of its advertising campaign “There’s No Taste Like Home”, backed by a £7 million investment. Ribena’s redesign and brand campaign have modernised and elevated the brand while tapping into the brand’s 88-year history, activating feelings of nostalgia that drive shoppers to rediscover their favourite childhood drink for themselves and their families.
A Red Bull spokesperson comments: “Health and wellbeing continues to be on the consumer’s agenda and as a result is the #1 priority for nearly half of the population (Appinio).
“It’s therefore important to remember that the consumer’s quest for wellbeing isn’t as simple as what is taken out of products – but also what the products contain and enable them to do. One of the reasons for Functional Energy’s continued success is its proven ability to help consumers get more out of their day – with particularly strong growth in occasions surrounding sports and fitness. It’s also why we see green shoots of growth elsewhere in functionality – with new emerging functional properties piquing the interest of shoppers. When consumers ask for products that help them do more – functional energy is an especially good fit within this functional trend.”
Sugar is on consumers’ radar, with 57% concerned by the sugar content within Soft Drinks (Worldpanel). However, Sugar holds a larger share in certain categories, such as Functional Energy (Worldpanel ), where physical boost is one of the main drivers of consumption.
When looking at soft drinks, no sugar is the healthy option for many, with 20% of UK households now buying No Sugar Functional Energy, which has grown by +45% since 2021 demonstrating a growing demand for alternatives. But, at the same time, Full Sugar has shown no signs of slowing, with penetration now at 24% and growing (+25% vs 2021, Worldpanel). Ultimately it comes down to choice and making sure retailers have the right range available for shoppers to choose the right product to suit them at the moment of purchase.
Red Bull Sugarfree is established in the category and has built a loyal shopper base, now bought by 1.2m households and it continues to grow loyalty, with shoppers dedicating 30% of their Sport & Energy spend to Sugarfree (+1.5pts vs YA, Worldpanel). Red Bull Zero, launched last year, delivered significant growth in the first year (+£13.6M vs YA, Nielsen).
Cawston Press has announced a partnership for with the England and Wales Cricket Board.
The agreement will see Cawston Press activate a fully integrated campaign spanning social media, shopper marketing, PR, and broadcast. The partnership is designed to drive brand visibility during the peak soft drink summer season while tapping into cricket’s broad and family-oriented audience.
As part of the partnership, refreshed co-branded packaging featuring the “We are England Cricket” logo will roll out across all retail & hospitality channels taking the partnership into supermarkets, homes, cafes, restaurants and pubs across the country. The updated designs will appear across the full Cawston Press portfolio, including Pressed Juices, Sparkling Soft Drinks and kids Fruit Water drinks.
As the Official Drinks Break Partner of the ECB and England Cricket, Cawston Press will be providing the drinks bottles and carriers for all the Drinks Breaks in England Men’s and Women’s internationals across the country. In stadia, Cawston Press will also amplify their partnership with branded perimeter LEDs, programme advertising and big screen content featuring England players during the Cawston Press Drinks Breaks. To celebrate the partnership and further engage consumers in grocery retail, Cawston Press will host an on-pack promotion on their Sparkling Multipacks (4x250ml) between June and October, offering customers to win a prize of £10,000 alongside a range of England Cricket merchandise.
Laura Graham, Head of Marketing of Cawston Press, says: “Cawston Press drinks are inspired by quintessentially English flavours like Rhubarb, Elderflower and Beetroot so partnering with the ECB is a natural and hugely exciting step for the brand. Cricket isn’t a game to be rushed, just like how we approach making our drinks, with time, care and only a few simple ingredients. We can’t wait to see the partnership come to life, with activity rolling out from May.”
The sponsorship follows the earlier announcement this year that Cawston Press had become the headline sponsor of the National Village Cup to also engage and support grassroots cricket.
Andy Lewis, Marketing Controller at Sunmagic Juices, comments: “The rising popularity of GLP-1 diets and health-conscious dining has put functional food and drink in the spotlight. Consumers are prioritising products which have tangible benefits made with high-quality ingredients, rather than sugary or diluted juices. To meet this demand, retailers could expand their drink offering to include Sunmagic Juice’s VP Shot range. Bursting with flavour and function in a convenient 60ml bottle, the range is available in four flavours.”
All four VP Shots, Ginger, Turmeric, Jalapeño and Hot Mango, are perfect for supporting daily wellness or an instant pick-me-up. VP’s version is cold pressed to lock in nutrients and flavour so consumers get the most from their drink.
Closely linked to the rise in health-conscious diets, there has been a significant shift away from alcoholic options, with 53% of adults having consumed low- and non-alcoholic options in the past 12 months when asked during a study conducted by Mintel. A report published by Drinkaware found that while a small proportion (9%) consume alcohol-free drinks alongside regular alcohol, most (59%) use them as a replacement. This surge in demand places the market value of low- and non-alcoholic drinks at approximately £413m as of 2025, according to Mintel.
While classic soft drinks like fruit juices are a versatile replacement, consumers are also increasingly interested in free-from alternatives, such as 0% beers, wines, and spirits. Mocktails are also popular, so ready-mixed versions consumers can take away and enjoy at home are instant hits. Sunmagic Juice’s Daymer Bay range of premium drinks includes four flavour mocktails to choose from: Strawberry Daiquiri, Passionfruit Martini, Classic Mojito, and Pina Colada. Each are available as individual bottles, so they can be utilised across meal deals, or in convenient packs of 4x 250ml bottles. Customers can enjoy as they come or optionally add a shot of spirit so it appeals to both sides of the market.
To meet demand for increasing popular internationally inspired food and drink, Sunmagic Juices has recently launched Boba Moshu; a ready-to-drink (RTD) boba drink. The two flagship flavours, exotic Mango and juicy Strawberry, are available in 330ml bottles and are suitable for vegans to appeal to a broad range of consumers.
Edward Rayment, Brand Manager, Empire Bespoke Foods, comments: “Adult soft drinks occupy a distinct, premium, ‘occasion’ softs space (sophisticated cordials, botanical sodas, premium mixers drunk solo), even as low & no dominates moderation. With the launch of so many new and exciting flavours and formats, moderation is now moving mainstream (Kantar).”
However, economic pressure remains high: 22% of UK shoppers in 2025 are still ‘struggling to make ends meet’, and 59% are extremely or very concerned about grocery costs (Kantar). These groups together account for £88bn of grocery spend, meaning value-for-money is a key decision-driver shaping soft drinks choices. And while it may be financially turbulent, it remains a stable category – as reinforced by latest Kantar research which found that while household optimism fell (with 22% of shoppers ‘struggling’), soft drinks – and therefore the overall category – benefits from their ability to meet everyday needs, from hydration to small moments of enjoyment.
There is more cross-pollination with low & no options: in the past three years, £0.4bn spend has shifted from alcohol to soft drinks driven by fruit carbonates, energy, colas, and juices (Kantar). This, combined with the growing trend for ‘zebra striping’ – a moderation tactic which involves alternating between alcoholic and non-alcoholic drinks throughout a night out – is growing evidence that adult softs and low & no can co-exist. Flavour elevation, adult occasions (special/occasional), and treating soft drinks as a credible alternative to alcohol are meaningful trends.
The premium pricing gap underscores the need for clear value justification: the adult-soft offering must deliver flavour, provenance, mixability or a ‘grown-up’ positioning that consumers recognise and are willing to pay for. Given economic and health pressures, the higher price tier however also raises two risks: price sensitivity and value scrutiny. The premium brand must deliver on quality, differentiation and occasion relevance to maintain volume.
Indian soft drinks brand Hajoori has unveiled a raft of new flavours to help retailers capitalise on demand for non-alcoholic beverages this summer.
The 100-year old legacy brand now offers a total of six new flavours across the popular Sosyo, Kashmira and Lemee ranges of soft drinks, and has also launched Opener, a completely new carbonated drinks brand to the UK market, in two classic Indian flavours.
Also new from EBF this summer are Sioux City Sodas – classic American craft sodas to help UK retailers tap into the current nostalgia trend within the soft drinks category. Available in three authentic and bold flavours – Cream Soda, Root Beer and Black Cherry Soda – they come in 330ml bottles featuring distinctive ‘old West’-style packaging for strong shelf stand-out, RRP £1.99.
Steve Behan, General Manager, Duvel Moortgat UK, comments: “We’re seeing a clear shift towards drinks that are both delicious and purposeful. Low sugar, and natural ingredients have become the baseline, what’s really driving interest with today’s consumers is functionality.
“Products like ginger and turmeric shots have normalised the idea that soft drinks can play a role in everyday wellbeing. Now, we’re seeing that same mindset move towards more mainstream formats.
“Kombucha fits that space naturally. JARR, for example, is an organic sparkling tea made through fermentation to create a refreshing, low-sugar drink packed full of beneficial bioactive compounds.”
JARR brews its kombucha over 12 days using tea, water and organic sugar, creating a low-calorie drink that’s rich in fibre and a source of antioxidant vitamin C, supporting immune function and helping reduce fatigue while still delivering on flavour. “What’s important is that functionality doesn’t come at the expense of enjoyment. Consumers are choosing drinks that offer an enjoyable treat while aligning to their healthy lifestyles,” adds Behan.
“As moderation has become part of everyday drinking culture, consumers are expecting more from their soft drinks. They’re looking for clean alternatives that feel sophisticated and appropriate for social occasions.”
The range includes four core flavours – Original, Ginger Lemon, Passion Fruit and Peach Yuzu.
Tony Kousoulou, Beverage Expert at MONIN, comments: “As the leading syrup brand in the UK on trade, we’re a trusted partner to hospitality professionals around the world, supporting them with premium flavour solutions, expertise and inspiration. Within soft drinks, mixers & no-alcohol drinks in particular, our vast range of products allows operators to easily elevate their menus – adding depth, balance and creativity to everything from flavoured sodas and premium lemonades to sophisticated zero-proof cocktails. With hundreds of flavours spanning fruit, botanical, spice and confectionery notes, MONIN can add flavour to any cocktail or mocktail, enabling venues to meet growing demand for low and no-alcohol serves without compromising on taste, theatre or margin.”
With health and functional ingredients firmly top of mind for today’s consumers, soft drinks, mixers and no-alcohol serves have become increasingly important within the on-trade landscape. We’ve seen a +54% YOY increase in healthy drinks sales, with 2 in 5 UK adults buying into this category, rising to 3 in 5 among Gen Z (CGA). Interest in healthier drinks such as CBD, collagen and probiotics remains strong, with numerous brand innovations tapping into this growing consumer demand. For operators, this presents a clear opportunity to premiumise their soft drinks and mixer offering with flavour-led, functional options that meet evolving expectations.
Tenzing founder Huib van Bockel comments: “Consumers still want drinks that do something, but they are done with paying for function with sugar, sweeteners and junk. Good Energy is winning: real function, lower sugar, no artificial shortcuts.
“More people want the ritual, the taste and the lift, without the alcohol. That is a huge opportunity for soft drinks that feel more grown-up, more rewarding and more purposeful.”
“Consumers are getting far sharper. They are reading labels, rejecting artificiality and looking for drinks that feel genuinely better. The old energy model was hype. The new one is credibility, function and clean ingredients.”
Raspberry & Yuzu is the brand’s bestseller, followed by Pineapple & Passionfruit and Lime & Mint.
“Retailers need to back the brands bringing new people into energy, not just the ones defending the old model,” adds van Bockel. “Give them visibility, give them space and back the shift toward natural, lower sugar and no-junk energy.”
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