Awash with opportunity

Find out which soft drinks segments can help you turn up the heat this summer.

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Consumer confidence has been on a rollercoaster ride over the past year, but Soft Drinks has been largely unaffected. “Soft Drinks is unbelievably resilient from a consumer confidence point of view,” says Tim Downes, Category, RGM and Insight Director at Carlsberg Britvic.

Within convenience (stores under 3,000sq ft), Soft Drinks was valued at £5.3bn in 2024, according to the latest Carlsberg Britvic Soft Drinks Review. The category put an extra £186m through the tills of c-store operators, with a whopping 2.9bn litres sold (+1.9%) – the equivalent of 991 Olympic-sized swimming pools! – states the firm.

“The average soft drinks c-store shopper spends more, has a bigger basket and comes to the store more often,” says Reena Bilakhia, Head of Category at Carlsberg Britvic. “Attracting soft drinks shoppers is going to add value to your store.”

And now is the time to nail it because summer is soft drinks season, with rising temperatures sending sales soaring.

Admittedly, last summer didn’t exactly get off to a flying start. It may have been the hottest year on record in 2024, but the UK weather didn’t play ball, resulting in the coolest summer since 2015! This saw convenience retailers sell 28 million fewer soft drinks during the summer months compared to the previous year [Nielsen Scantrack 52 w/e 28.12.25].

But fast forward to 2025, when we have just experienced the driest spring in 100 years, and it’s hard not to raise hopes that this summer may be a scorcher.

Retailers must be ready to make the most of every chance to boost sales, and that means ensuring that major categories, such as sports and energy drinks, are well stocked and optimally ranged.

“There is a very clear correlation between warmer weather and an uptick in soft drinks sales and summer remains the biggest selling period,” says Louisa Newlove, Head of WS RTM and Field, Suntory Beverage & Food GB&I. “It’s important retailers are prepared to take advantage of any upcoming sunny spells by stocking segments such as sports drinks which have a key focus on hydration.”

She highlights early season success with Lucozade Sport’s Jude Bellingham collaboration and notes that the brand has grown 16.1% value and 14.6% volume, plus increased its share by 2.1%, compared to this time last year [4w to 22.02.25].

Energise sales

Flavoured energy can also expect an uplift as the mercury rises. “As summer approaches flavoured energy becomes more relevant,” says a Red Bull spokesperson. “Innovation has been vital to the success of Energy Drinks growth this year, with particular engagement around new flavours, which has helped broaden the category’s appeal to new groups of shoppers, where taste was previously a barrier.”

Red Bull Editions flavours are now bought by three million shoppers. The range is recruiting younger consumers to the category, with 30% under the age of 25. As a result, sales of Red Bull Editions are growing +35% on last year [Nielsen Scantrack, Total Coverage, MAT 15.03.25]. As the portfolio grows, so does loyalty to the Editions range, growing by +40% vs 2YA [Kantar Take-Home Panel | 52 weeks to 26th Jan 2025].

Red Bull Summer Edition White Peach is the latest flavoured variant, available in 250ml plain (RSP £1.70) and £1.65 PMP cans as well as Sugarfree 355ml can (RSP £2.10) and 250ml can 4-pack (RSP £5.40).

Anand Cheema of Costcutter Fresh in Falkirk is all stocked up and ready for the summer onslaught of sales. “Energy drinks are a huge seller,” he says. “We’ve got the full Red Bull and Monster range in; they are the leaders. They look good on the shelf colour-wise, they’re bright and they put a lot of effort into marketing it.”

He’s not wrong. The energy segment is worth £1.2bn in convenience [Nielsen IQ, GB Convenience [I&S, Convenience Multiples, Grocery Convenience], Value Sales, MAT w.e. 22.03.25] and is the largest soft drinks segment in the channel [ibid].

This summer, Coca-Cola Europacific Partners (CCEP) and the Monster Energy Co. will be helping retailers to capitalise on the energy drinks opportunity with the relaunch of their SalesSupercharged.co.uk convenience retailer support initiative for a fifth year.

Live now, the online platform and trade communications campaign provides retailers with the low-down on the latest trends and details on key segments within energy drinks. And there will be tips and advice around ranging and execution in-store from a selection of leading independent convenience retailers.

New this year, in response to the insight that 74% of energy drink consumers enjoying energy drinks with a snack or meal, the refreshed platform includes a dedicated ‘with food’ section, offering actionable top tips on merchandising food alongside energy drinks to boost sales.

The 2025 Sales Supercharged Retailer lineup comprises father and son duo Bay and Ellis Bashir, who own five convenience stores in Middlesborough; Jack Matthews from Bradley’s Supermarket in Leicestershire; and Natalie Lightfoot, who owns a compact store in Baillieston, Glasgow.

To build further engagement, the firm is running a competition where retailers can win a Monster-branded remote-controlled car. Retailers need to enter the prize draw before 4 July to be in with a chance of winning.

Healthier hydration

An overriding trend across all soft drinks – and convenience categories in general – is demand for healthier options.

Low-calorie soft drinks have grown at 5.5% in value over the past year, outperforming full sugar products which inched up by 3%, highlights Carlsberg Britvic. The firm urges retailers to “push permissible choices” by stocking up on top selling sugar-free brands like Pepsi MAX and 7UP Zero Sugar, as well as flavoured formats, such as 7UP Zero Sugar Pink Lemonade.

Anand is only too aware of the rise in zero sugar drinks options. “The sugar-free variants seem to have taken over almost,” he says. “You see it across brands, like Monster Energy and Red Bull, there are a lot more sugar-free flavours coming out.”

Monster has recruited Formula 1 frontrunner Lando Norris to launch Monster Lando Norris Zero Sugar this summer.

The drink features “one of a kind” Melon Yuzu flavour, which is designed to help retailers connect with Gen Z energy drinkers, who seek flavour experiences through innovative flavour profiles and unique flavour, the firm claims.

The launch follows on from the success of Monster’s Lewis Hamilton Zero Sugar variant, which was the best-performing NPD launch in the energy drinks category in 2023 and delivered more than £21.7m in value sales in its first year in the market [NIQ, Total Coverage, Value Sales MAT to 30.12.23].

Helen Kerr, Associate Director of Commercial Development at Coca-Cola Europacific Partners GB, says: “Monster is already driving the growth of the zero-sugar energy segment, which has seen an impressive growth in value sales over the last year [ibid]. With a unique flavour profile and the star power of one of Formula 1’s most exciting personalities, we’re confident this launch will give retailers a powerful new asset to excite shoppers and accelerate their energy drinks sales.”

Add a little sparkle

Outside of the energy category, there is still plenty of interest in healthier drinks.

Sugar-free versions of all beverage sub categories are experiencing growth, observes Red Star Brands. “Flavoured sparkling water is a strong area of low/no sugar options, worth £55m and seeing growth of +5.6% in L52wks,” says Clark McIlroy, Managing Director, Red Star Brands.

The firm has relaunched its Sparkling Ice Black Raspberry sparkling flavoured water in response to customer demand. Made with only natural fruit flavours, carbonated water and better-for-you ingredients including antioxidants and vitamins D, B6 and B12, and with no added sugar, HFSS-compliant Black Raspberry delivers a sweet, tart and refreshing drink yet contains only 12 calories.

“We’re seeing increased consumer interest in fruity flavoured fizzy water which is being fuelled by a strong emphasis on both functional health and taste,” says McIlroy.

Black Raspberry is the sixth bold and unconventional flavour to join the Sparkling Ice line-up which also includes Strawberry Watermelon, Kiwi Strawberry, Orange Mango, Pink Grapefruit and Cloudy Lemon. Its launch will be supported by a high profile ‘Anything But Subtle’ marketing campaign across POS materials and social media.

Carlsberg Britvic concurs that added-value hydration drinks are an opportunity for c-stores.

“A new generation is reshaping the soft drinks market: Generation Z,” claims the firm. “Nearly a third (31%) 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%. 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.”

Another area benefiting from consumers’ increased health awareness is juice drinks.

Research by Vypr in February 2025 revealed most people associate fruit juice, smoothies and juice shots with health. Nearly one in four (23.4%) buy these products for their health, followed by 16.6% who buy them to boost their immunity.

With double the amount of pure fruit juice as its soft drink competitors, the firm believes its Tropicana Sparkling will help retailers make the most of the rising demand for ‘better-for-you’ products this summer.

“Consumers are actively seeking nutritious products that are low in sugar and free from artificial additives which will not only satisfy their taste preferences but also support their health goals,” said George Tuck, Head of Sales – Impulse, Tropicana.

“Research shows that shoppers are searching for healthier alternatives in soft drinks,” he continued. “In fact, 58% say that they want to see healthier soft drinks in retailers’ ranges [ToLuna x Tropicana Concept Testing, 2023] and this is just one of the reasons why Tropicana Sparkling is so valuable to both the category and to consumers.”

Packaged in a 250ml can, the drink contains under 65 kcals and comes in Zesty Orange and Tropical Twist variants, with 30% natural origin fruit juice, infused with sparkling water.

Fruit juice shoppers are a valuable demographic as they spend, on average, 25% more per shop, according to Lumina Intelligence. They also add three more items to their baskets on average compared to total convenience [ibid].

If you can incorporate a range of healthier options and eye-catching new flavours into your soft drinks range, you’ll be ready to quench consumers’ thirst all summer long.