Eight out of 10 pub-goers want licensees to stock healthier soft drinks and many resent paying high prices for poor quality draught products, new research reveals.
A fifth of customers also think pubs "actively discourage" people from drinking soft drinks, according to the survey by market research firm Mintel.
Three in five adults said they resented paying so much for soft drinks in pubs when they know they can get it much cheaper in shops. Over-45s were particularly critical on this issue - and the report says the "grey pound" will become increasingly important for pubs.
The report suggests licensees have been slow to capitalise on the opportunity soft drinks offer - as drinkers become more health conscious.
"While the industry has placed the blame on increases in duty and cheap supermarket prices, the root cause is that too few pubs have adapted to a changing society," the report says.
"Many pubs still cater for young, beer-drinking men rather than a wider demographic."
However, domination of the market by Britvic and Coca-Cola Enterprises is also to "partly" to blame for pubs failing to meet consumer demand, the report suggests.
It notes the "strong ties" the companies have with tenanted and managed companies. And this means freehouses get more income from soft drinks, as they have the flexibility to take advantage of changing consumer tastes.
It says more unusual premium soft drinks are being developed with pubs in mind, but many are only being stocked by free-of-tie pubs.
The soft drinks market is expected to continue to decline this year, but should see a year-on-year increase as the economy recovers.
Juices are predicted to be the "big winner", but sales of energy drinks are expected to drop further.
The report concludes: "In the medium to long term, the on-trade soft drinks market has huge potential."
Innocent fails to crack the on-trade market
Despite being a top seller in the off-trade, Innocent is struggling to get distribution in pubs, according to the report. The main issue apparently is the shorter best-before dates on its smoothies.