Soft drinks have been a key growth driver for convenience and the wider grocery channel in recent years, as reported in Carlsberg Britvic's Soft Drinks Review 2025, released today. In fact, the average Brit drinks 225.3 litres of soft drinks a year. That’s nearly half the amount consumed in the US. They’re also bought on almost one in four (23.4 per cent) shopping trips in convenience stores and responsible for £5.3bn in sales.
But as shopper preferences evolve and a new generation of consumers comes to the fore, retailers need a solid plan to continue to unlock additional opportunities for growth – 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 biggest soft drinks sector for UK convenience retailers. This category ranges from the drinks such as Gatorade, all the way to products like Jimmy’s and health shots from Plenish. Only 4.1 per cent of convenience shoppers currently buy energy drinks (versus the 15.3 per cent who buy soft drinks in general), indicating that there is a wealth of opportunities for brands outside traditional energy to capitalise on demand for drinks that fuel.
“With seven in 10 Brits saying they feel tired half to all the time,” said Ben Parker, VP Sales Off-Trade, Carlsberg Britvic, “it makes sense that more and more people are turning to soft drinks to provide the boosts they need. In fact, research shows that the consumption of drinks to provide energy or stimulation has increased by an incredible 93 per cent over the past 10 years.”
Parker continued: “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 a greater variety of 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. This means that retailers need to review and revise their ranges to fully tap into the potential of the sector.”
He adds, “Not only are natural energy drinks the fastest growing part of the energy drinks market, but people who regularly buy into the category say they’d like to see a greater range of drinks that can fuel them throughout the day – 68 per cent say they’d like to see their favourite brand offer a Ready-to-Drink chilled coffee; and 53 per centwould find energy shots appealing as a morning boost. We can help retailers take advantage of this growing trend with our wide range of natural and functional drinks, such as Purdey’s Natural Energy, Jimmy’s Iced Coffee and our Plenish range.”
Parker concludes, “Our latest report is packed full of tips to help retailers adapt to consumers’ evolving needs when it comes to all segments within soft drinks. We’ve also developed a comprehensive seven-step plan for convenience retailers to follow, which will help them adapt to the trends we’re seeing, give their shoppers what they want and drive additional sales.”
Carlsberg Britvic’s seven steps to success for retailers
Step 1: Fuel further
Retailers should ensure their ranging is on point in terms of variety when it comes to energy drinks. Make sure iced coffee lines are prominently displayed to leverage growing demand for drinks that fuel and provide a treat. The addition of juice and shots to breakfast ranges can also drive additional growth across different occasions.
Step 2: Make meals matter
Last year, soft drinks featured in only 28.6 per cent of meals eaten in the UK and, for those aged under 25, 27.7 per cent 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 per cent of treat missions resulting in in the sale of soft drinks. That makes soft drinks the second most bought treat items after confectionery. 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 17bn last year as 37 per cent 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 (31 per cent) 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 per cent. Retailers can encourage younger consumers looking for hydration to trade up with drinks like Aqua Libra’s range of pure filtered still, sparkling and flavoured waters, and Lipton Ice Tea and new Lipton Kombuchas.
Step 6: Push permissible choices
Low-calorie soft drinks have grown at 5.5 per cent in value over the past year, outperforming full sugar products which inched up by 3 per cent. That’s why it’s crucial that convenience retailers are well-stocked with sugar-free classics like Pepsi MAX, Tango Sugar Free and 7UP Zero Sugar in a variety of formats and with a wide range of flavour alternatives such as the new 7UP Pink Lemonade and Pepsi zero sugar Strawberries ‘N’ Cream and Cream Soda.
Step 7: Recruit with healthy heroes
Research shows that 69 per cent of Brits say they’re trying to live healthier lifestyles, with products featuring added benefits playing a key role in this. 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 have grown by 33 per cent in convenience 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.
