Drinkers urge pubs to make soft drinks 'more visible'

A survey of 2,000 people by Mintel also found that 24% of over-18s drink CSDs as an alternative to an alcoholic drink in a bar, pub or restaurant.

Mintel expects CSD sales to reach their lowest point this year since 2010. British people consumed 5.96bn litres in 2010, and whilst this rose to 6.17bn litres in 2011, this has declined to just 5.95bn litres in 2014. In terms of value sales, Mintel expects these to reach just £7.5bn in 2014, compared to £8.3bn in 2011.

Health impacts​

The research found that 25% of British people are consuming fewer CSDs than they were six months ago, rising to 34% of those aged 16-24. Of those consuming fewer CSDs in 2014, 50% said they were doing so because they contained too much sugar.

One third (34%) of those drinking fewer carbonated soft drinks than six months ago said they were doing so because they were worried about the health impacts of artificial sweeteners. Meanwhile, Government initiatives are also affecting consumption with 16% saying they are drinking less due to health campaigns such as Change4Life.

However, consumers still recognise CSDs’ functional role, with 55% of CSD consumers turning to them to quench their thirst, and over a third (37%) drinking them to accompany a meal.

Visibility​

Richard Ford, senior food and drink analyst at Mintel, said: "The findings of our research come as the debate over sugar’s contribution towards the nation’s growing obesity continues to be played out in the media, with CSDs being highlighted as one area for improvement.

"As such, CSD manufacturers continue to launch lower-sugar and sugar-free variants of their standard soft drinks, the highest-profile example of which is Coca-Cola’s forthcoming launch of Coca-Cola Life, which contains a blend of sugar and the sweetener stevia leaf extract, in the UK this September.

He added: "That the range of CSDs sold in bars, pubs and restaurants is more limited than of alcoholic beverages plays a role in their lesser visibility. Taking cues from alcoholic beverage brands, CSD operators can help drive visibility by providing more decorative and functional branded paraphernalia to proprietors, such as bar mats and bar-top drip trays.

"As soft drinks often lack the draught pumps common to alcoholic drinks, this exacerbates the issue. Distinctive, shaped glasses could also help CSD brands to standout."