What to expect from new soft drink product launches?

Spring is the high season for new soft drink launches. In 2018, our retail customers scanned some 647 new Soft Drinks SKUs during April, May and June alone. Only 25% of them were still sold in at least 100 outlets (4%) in February 2019.

Of the new 2018 spring SKUs still sold in 2019, 58% were linked to price-marked pack price changes as the industry responded to the sugar levy that took effect on 6 April, 2018. 11% were sugar free/reduced sugar versions of existing products and only 20% of SKUs represented new flavour, new range, new look or brand re-launch. There were two market entrants not widely seen in UK c-stores before: BUNDABERG and kids drink MARCIANITOS.

So how did the new products do, and what sort of outlet reach can brand owners expect within the first 13 weeks? We highlight the best performers in terms of store reach vs. their own brand stockists.