The past year has underscored the strong and rising demand for soft drinks within the convenience sector, signaling a robust market trend.
In 2024, visits to convenience stores surged (Lumina), leading to an impressive revenue growth of 8.1%. This culminated in the soft drinks category reaching a remarkable value of £5.6 billion (Nielsen IQ).
As a result, this category offers significant opportunities for wholesalers to thrive.
The cornerstone of this success hinges on providing a diverse assortment of soft drinks that harmonize reliable brands with innovative flavors and formats.
David Laidler, Brand Director of Carbonates and Lipton at Carlsberg Britvic, remarks: “In the evolving landscape of convenience retail, one consistent trend over recent years remains the significance of taste and enjoyment in boosting soft drink sales. Consumers seek more than mere thirst quenchers, pushing impulse stores to offer distinctive soft drink options for competitiveness. Acknowledging the vital role of flavor innovation, Carlsberg Britvic is committed to a steady pipeline of new offerings that benefit wholesalers.”
Tango debuted its limited-edition rotational flavor series, Tango Editions, in 2022. These offerings feature bold tastes and striking packaging designed to catch the eye in stores and chillers. The successful series has seen Tango Mango, Tango Paradise Punch, and Tango Berry Peachy recognized as the top fruit-flavored carbonates in their launch years (Nielsen IQ).
This February, Tango introduced its latest limited-edition flavor, Tango Editions Thirst Trap. This zero-sugar drink combines the juicy flavors of peach, sharp orange, and tropical pineapple, creating an exhilarating refreshment experience. With playful packaging and a name inspired by internet culture, the launch aligns with Tango’s mischievous brand personality, aiming to intrigue and engage both retailers and consumers.
The term ‘thirst trap’, popularized on social media, describes content crafted to attract attention. This product seeks to achieve the same impact. Targeting Gen-Z consumers through eye-catching packaging, it aims to generate excitement among fruit-flavored carbonate lovers and draw in a new demographic of shoppers.
This new flavor presents a fantastic opportunity for retailers to leverage Tango’s strong brand presence, valued at £113 million in retail sales (Nielsen IQ). The brand leads the category in flavor innovations, contributing to the highest value sales of any flavored carbonate’s new product launches in the past three years (Nielsen).
As soft drinks emerge as a favored indulgence for shoppers, 7UP® has launched 7UP® Pink Lemonade, the top lemon and lime flavored brand in Great Britain (Nielsen IQ). This zero-sugar drink, offering a refreshing blend of lemon, lime, and raspberry, marks the brand’s first launch since 2020. It capitalizes on the rising importance of innovation in the flavored carbonates sector, contributing to 35% of the total value growth in this category from April 2023 to March 2025 (Nielsen IQ). Its zero-sugar formula appeals to consumers seeking alternatives without sacrificing taste or refreshment.
Carlsberg Britvic kicked off 2026 with the introduction of Pepsi MAX® Tropical, an exciting addition to its MAX® flavors range. Combining pineapple, mango, and peach, this innovation addresses the growing consumer desire for new flavored cola options. Accompanying the launch, the brand revealed updated packaging for the £218 million Pepsi MAX® flavors range (Nielsen IQ), featuring clearer designs, vibrant color cues, and recognizable fruit flavor icons to enhance shelf appeal.
Consumer enthusiasm for bold new flavors is escalating, with the flavored cola category expanding six times faster than unflavored cola (Nielsen IQ). Carlsberg Britvic is strategically positioned to dominate this trend: Pepsi MAX® stands as the number one cola brand by volume in the UK (Nielsen), with Pepsi MAX® Cherry being the leading flavored cola, generating over £207 million in retail sales (Nielsen IQ).
Given the extensive variety in the category, enhancing Pepsi MAX®’s flavor offerings remains a priority to engage Gen Z and beyond, ensuring it remains appealing and top-of-mind for consumers. The introduction of Tropical flavor, a favored soft drink variety in the UK (Nielsen IQ), alongside a vibrant new visual identity, aims to keep the brand relevant and eye-catching.
“Despite the demand for novel and exciting soft drinks, providing shoppers with a variety of choices is essential,” adds Laidler. “It’s important to remember that Carlsberg Britvic’s offerings cater to consumers looking for core favorites across Pepsi, Tango, 7UP®, and more. In fact, Pepsi MAX® is the leading soft drink brand in British retail (Nielsen IQ), with 7UP® being the top lemon and lime flavored brand (Nielsen IQ), and Tango ranking as the second most purchased fruit flavored carbonates brand (Kantar). These key brands have proven particularly popular over the last year and should not be disregarded.”
Kate Abbotson, Senior External Communications Manager at Coca-Cola Europacific Partners, emphasizes: “The soft drinks category has reached a value of £14.6 billion, reflecting an 8% growth over the past year (Nielsen).
“Among these, colas remain a critical segment, valued at £2.98 billion (Nielsen), with the Coca-Cola portfolio at the forefront. Coca-Cola Original Taste now holds a retail value of £904.3 million (Nielsen), while Coca-Cola Zero Sugar continues to rise, boasting a value exceeding £483 million (Nielsen), and Diet Coke, the original sugar-free cola, is valued at over £499 million in retail (Nielsen).
“Our portfolio is ideally positioned to capitalize on the surge in flavored colas, offering cherry, vanilla, lemon, and lime variants in both sugar and sugar-free formats, catering to varying consumer tastes.” Notably, Fanta dominates one in every five flavored carbonates sold in Great Britain (Nielsen). In February, Fanta expanded its core lineup by launching Fanta Grape, available in both sugar and sugar-free versions, addressing the demand for new Fanta products.
Dr Pepper remains the fastest-growing brand in flavored carbonates, outpacing the category in both value and volume (Nielsen). In 2025, it launched Dr Pepper Zero Sugar Cherry Crush, a limited-edition variant linked to Valentine’s Day, achieving notable sales of 12.4 million liters (Nielsen). Following its success, Cherry Crush has become a permanent offering and returned for Valentine’s 2026, along with Dr Pepper Cream Swirl, which debuted in February.
In the mixer segment, Schweppes is now valued at £83.4 million (Nielsen), maintaining its status as the preferred mixer for shoppers hosting gatherings. Its newly launched Schweppes Tropical Soda, introduced last spring, has already surpassed £300k in value (Nielsen).
Energy drinks have propelled growth in the soft drinks sector, now valued at more than £2.4 billion (Nielsen), aligning with CCEP’s ambitious energy vision forecasting a rise to £3.8 billion by 2030.
Monster has played a pivotal role in this growth, with its new product developments generating over half of the innovation sales in energy drinks over the past year (Nielsen IQ). The latest offering, Monster Juiced Viking Berry, joins a series of launches over the past year across various Monster platforms. This includes the HFSS-compliant Monster Ultra, which welcomed Fantasy Ruby Red, alongside Monster Lando Norris Zero Sugar, added to the Ultra lineup in Spring 2025. Monster’s core range features both zero and full sugar options, while the Ultra lineup provides even more zero sugar flavors. The Juiced line delivers full-flavored energy with actual fruit juice, while the Additions and Reserve platforms introduce further flavor innovations.
Relentless has also enhanced its market presence with Relentless Guava, generating over £1.7 million in value sales (Nielsen).
Meanwhile, Reign Storm Clean Energy targets a different audience, appealing to fitness enthusiasts with its functional recipe, wide range, and fitness-driven marketing initiatives.
Juice drinks continue to be a vital segment in the soft drink category, offering a fruity, refreshing choice for consumers at home or on-the-go.
Oasis leads this market, upholding its position as the number one juice drinks brand in GB retail (Nielsen), now valued at £120.9 million (Nielsen).
The soft drinks category stands as one of the most influential, dynamic, and revenue-generating segments in convenience stores. A blend of established major brands and continuous innovation has established the UK market at nearly £15 billion, with value sales increasing by +7.1% last year (Circana). This sector will keep presenting profitable opportunities to retailers prioritizing must-stock brands and innovative products.
While stocking top-selling brands is essential for every retailer, the best retailers continuously seek out products that align with market trends, catering to the evolving needs of their consumers. AG Barr is dedicated to offering innovation that positively impacts retailers and drives growth in the category. The company has pinpointed the fastest-growing segments across four key areas: Carbonates (£5 billion), Sports & Energy (£3 billion), Pure Juice and Juice Drinks (£2.4 billion), and Water (£2.2 billion)—collectively making up three-quarters of total sales (Circana). AG Barr is set to inject even more innovative products into the market in 2026, empowering retail partners to enhance sales further.
With a value of £5 billion, carbonates remains the largest segment in soft drinks, experiencing a +3.7% growth. While cola still stands as the most popular flavor, OFC carbonates are driving growth with a +5.6% increase in sales (Circana).
To help retailers capitalize on this, AG Barr is refreshing the brand identity of IRN-BRU, now the third largest flavored carbonate brand in the UK (Circana). The new design has been met with favorable consumer feedback, showing a +13% increase in purchase intent. This new look underscores the brand’s distinctive assets, such as the iconic strongman insignia, ‘Made in Scotland from Girders’ slogan, and its signature orange hue.
The emerging XTRA variant will be renamed ‘ZERO’ for better clarity, communicating its zero sugar proposition aligned with wider market expectations. With low-calorie carbonates now comprising 50% of the category’s sales and growing at +50% faster than higher-calorie options (Circana, IRI), this clearer naming strategy positions IRN-BRU to enhance sales and profits effectively.
Last May, Rubicon launched a campaign emphasizing its bold identity and exceptional taste, termed ‘Big Flavour Behaviour’. The campaign was notably successful, with 330ml sales increasing by +26% during its duration (Circana).
This summer, the campaign makes a return, supporting Rubicon’s innovation designed to unlock opportunities in the £2.4 billion pure juice and juice drinks category (Circana).
Rubicon began 2026 by rolling out a redesign across its entire range of Sparkling, Spring, and Vits Water fruit drinks. The new designs have made customers +19% more likely to express purchase intent and +17% more likely to agree that the products are worth paying a premium for (Walnut).
Additionally, Rubicon introduced two new captivating flavors in its Sparkling range: Cherry Burst, catering to a +42% growing flavor trend, and Tropical, which appeals to 84% of fruit-flavored carbonate drinkers looking for this particular flavor. Rubicon Tropical will also be available in a still format, addressing demand from exotic fruit juice shoppers.
The water category is valued at £2.2 billion (Circana), although 62% of consumers claim they do not drink enough water (Mintel). Taste often emerges as the primary barrier, which contributes to a +14% growth in flavored water sales compared to last year in symbols and independent markets (IRI).
However, AG Barr believes the growth potential in this segment is likely just beginning, as only 20% of flavored water is purchased as an indulgence. Rubicon aims to unlock more growth potential with the recent launch of a new Twist range of still spring waters, featuring Tropical Burst, Peach Punch, Berry Blast, and Mango Mist, slated for selected retailers.
Flavored water is driving momentum into the market, while products that offer functional benefits are significantly contributing to growth. Functional waters are now one of the fastest-growing segments in the soft drink market, increasing by +43% year-over-year and +121% over the past three years. This growth is attributed to a rising consumer trend towards more effective hydration, with 30% of functional water consumers seeking electrolyte-infused beverages (Global Insight Services).
Boost is meeting this demand with its new line of zero-sugar electrolyte waters, Boost Water+, available in Cherry, Citrus, and Strawberry & Peach flavors. In consumer research, 94% reported loving the taste, with over 90% indicating they would purchase them (Consumer Market Research).
Barr is launching a new ‘Flava Explosions’ range, adding excellent value with an entertaining selection of trending flavors.
With younger consumers enjoying Barr products more than twice a week, Berry Blast and Peach Punch serve as exciting new entries to the market, driving fresh traffic to the brand.
Annette Yates, Brand Director at AG Barr, stated: “Flavour innovation is a primary growth driver for us at Barr, reflecting what consumers are actively seeking. With 51% of category growth stemming from innovation last year (Circana), introducing new and thrilling flavors is vital to keeping our products fresh.”
“Past flavor launches have significantly driven incremental sales for retailers, both via the new flavors themselves and the broader Barr Family range, and this year we’re extending the availability period, allowing retailers to maximize sales potential throughout the year.”
“These new launches aim to attract fresh shoppers to the category with standout packaging and bold fruit flavors, resonating well with teen audiences, while also proving popular among loyal Barr fans across all age groups.”
Angela Reay, Nichols Marketing Director, notes: “Health continues to influence soft drink choices, yet the understanding of ‘healthy’ has transformed. Growth is now driven by what’s added rather than what’s removed. With low sugar and clean label becoming the norm, differentiation emerges through functional propositions that enhance overall wellbeing in everyday formats.”
“Consumers increasingly desire drinks that offer tangible benefits without sacrificing pleasure—creating opportunities for brands that can effectively combine wellness, flavor, and refreshment. These insights fueled the launch of Vimto Energy Tropical Cooler, rich in Vitamins B6 & B12, zero sugar, and featuring natural caffeine and real fruit juice.”
Flavor remains a key engagement driver, with three notable trends influencing innovation: Inspired by Nature, Global Flavors, and Newstalgia.
Floral and botanical flavors align with perceptions of naturalness and wellness, while providing a lighter form of indulgence when blended creatively with other ingredients.
Global flavors continue to resonate, especially among younger consumers eager for excitement and discovery. The appetite for exotic and adventurous taste experiences remains high.
Meanwhile, nostalgic flavors have evolved into “Newstalgia”—classic favorites reimagined with modern twists. Social media accelerates the modern reinvention of familiar flavors, appealing to new audiences while still comforting older consumers seeking familiarity.
“Alcohol moderation is a lasting behavioral shift reshaping social drinking occasions at home and elsewhere. The opportunity lies not merely in substitution but in elevating soft drinks to offer sophistication, ritual, and enjoyment without alcohol,” Reay affirms.
“Brands that provide adult cues, quality ingredients, and superior taste experiences will be suitably positioned to seize these expanding occasions.”
This January, following a +41% growth for Vimto Energy in 2025, the brand launched Vimto Energy Tropical Cooler—zero sugar, high in Vitamins B6 and B12, featuring natural caffeine and real fruit juice.
To capture consumer attention and disrupt the shelf space, the new Vimto Fans’ Edition range introduces two crowd-sourced flavors: Pina Guava (Pineapple & Guava) – 500ml PMP (£1.25) and Sunset Papaya-dise (Orange & Papaya) – 500ml PMP (£1.25).
The product names and packaging designs stem from social media interactions.
Nichols has also solidified its Caribbean offerings with Levi Roots Reggae Sunrise, launching in both carbonated and energy formats. This flavor blends passion fruit and papaya, accented with citrus in the carbonated version and a hint of turmeric in the energy variant, delivering a distinctive Levi Roots flavor punch.
Vimto continues its upward trajectory, recording over ten consecutive years of growth. The brand is currently valued at £129.3 million RSV, up +6.1% in value and +3.2% in volume.
This growth spans a variety of sectors, including squash, flavored carbonates, RTD juice drinks, and energy. Over six million households now purchase Vimto, equating to one in five homes in the UK.
Levi Roots is also gaining traction, with 500ml PMP formats in impulse growing by +5.6%, propelled by Caribbean Crush’s +11% increase in sales, reflecting its strong demand.
This spring, to promote the launch of Reggae Sunrise, Levi Roots plans to distribute thousands of cans and bottles directly to commuters, enticing them to awaken their taste buds. This initiative is expected to attract crowds in major cities across the UK and will be enhanced through social media and influencer campaigns. Additionally, the brand will offer targeted activation support to wholesalers and retailers in each region to encourage sampling near points of sale and improve retail distribution.
This summer will witness an exciting evolution of Vimto’s annual Masterbrand campaign, now branded as ‘Love at First Taste’. This new campaign aims to drive trials and category penetration with a £2.3 million media investment, accompanied by disruptive shopper marketing initiatives and messaging on 30 million Vimto packs.
Nichols collaborates across various functions with wholesalers, including commercial teams, supply chain, marketing, and digital channels.
In 2026, the focus will remain on key “big bets” such as Vimto Energy Tropical Cooler, Levi Roots Reggae Sunrise, and the “Love at First Taste” campaign. Retailer engagement will be supported via interactive “text to win” incentives, physical point-of-sale displays, and digital activation efforts.
Suntory Beverage & Food GB&I has launched Ribena Summer Fruits, a new refreshing flavor designed to drive growth within the squash and ready-to-drink categories. Ribena Summer Fruits has been rolled out across grocery, convenience, and wholesale in three family-friendly formats: a Squash 850ml and a 500ml RTD bottle, along with a 250ml carton.
Ribena has outpaced the category with an +8% growth (Nielsen) in value and a +3% growth (Nielsen) in volume in 2025. Its multi-million pound ‘No Taste Like Home’ brand campaign, strong distribution channels, and updated packaging have contributed to this success. The launch of Ribena Summer Fruits is set to accelerate growth even further.
In the UK, the soft drinks category now holds a value of £11.9 billion (Nielsen), up 8.2% (Nielsen) over the past year. Within this segment, Summer Fruits has emerged as the third most popular flavor in squash (Nielsen) and the fifth most favored RTD flavor (Nielsen). Ribena Summer Fruits includes real juices from apples and strawberries, enhanced with lively raspberry and blackberry flavors, aligning perfectly with market trends for flavorful refreshments.
Ribena Summer Fruits offers shoppers a no added sugar option and contains 100% of the recommended daily intake of vitamin C per serving. Holding a 20% market share (KPIS) in the total juice drinks segment, valued at £132.7 million (Nielsen), this new fruit juice drink will assist retailers in meeting growing consumer demand for refreshing beverages, encouraging shoppers to choose well-loved household brands.
Sarah Fleetwood, Head of Brand for Ribena, states: “Our goal was to create ‘summer in a bottle’ by blending quintessential British summer fruits to develop an exciting new flavor with no added sugar, made from real strawberry and apple juices enhanced with natural flavors of bright raspberry and blackberry. We recognize that flavor innovation is crucial for consumers seeking a unique twist on their refreshment occasions. The launch of Ribena Summer Fruits not only addresses this trend but also solidifies Ribena’s position within the UK soft drinks market.”
This new launch builds on Ribena’s recent modern branding efforts, initiated in March 2025, which refreshed the brand’s signature assets. Continuous investment in the brand, evidenced through the ‘No Taste Like Home’ advertisement from July to September 2025, further links Ribena to family connections and childhood nostalgia, placing the brand well for expanding its portfolio and fulfilling consumer demand for flavorful innovations. The launch will be supported by a broader media strategy including television appearances starting 6th April, targeting an estimated audience of 85 million, reaching 75.4% of families across the UK.
A representative from Red Bull remarked: “The Sports & Energy category is the top performer in Impulse throughout the year, especially during the summer—last summer, Sports & Energy contributed 40% to overall value sales (Nielsen).
“Functional Energy Drinks are crucial for growth within the Impulse channel, particularly during the summer, with this segment driving 47% of all Soft Drink growth in Impulse last summer (Nielsen). Within Functional Energy drinks, Red Bull remains the leading product in chilled displays, selling more units than any other single-serve soft drink in the chiller. Notably, Red Bull Energy Drink in 250ml, 355ml, and 473ml are the top three SKUs, delivering the highest value in the channel (Nielsen). Therefore, stocking these three items is vital throughout the summer months and beyond.”
While core SKUs generate the most revenue, the summer season is critical for engaging new customers through new product innovations to achieve incremental sales. The success of last year’s Summer Edition highlights this trend, yielding +66% higher sales than the previous year’s Summer Edition (Nielsen). Indeed, the Red Bull Summer Edition became one of the most successful NPD launches within FMCG last year, ranking #5 in weekly sales (Nielsen).
Multipack offerings are also driving growth in the Functional Energy segment, with summer being a prime opportunity to encourage consumers to upgrade to larger pack formats for bigger occasions. During the summer, 25% of food and drink occasions occur with 4 or more people, only surpassed in December (Worldpanel).
Multipacks are gaining traction in the Impulse segment, with 27% of Functional Energy shoppers investing in multipacks (Worldpanel), realizing a +11% year-on-year sales increase (NIQ). Red Bull stands as the leading multipack brand in Impulse, accounting for 51% of value sales (NIQ), making effective management of this sector essential.
This year marked the full launch of Red Bull Ice Edition 4PK in a sugar variant to entice existing Edition shoppers to shift up. As more consumers buy into Red Bull Editions, brand loyalty is anticipated to increase. This year, Edition Multipacks have seen loyalty climb to 24% (indicating that 24% of the Sports & Energy spending is dedicated to Edition Multipacks, an increase of +8.9 points compared to the last year, Worldpanel).
The demand for added benefits in beverages is also growing, with 70% of consumers agreeing that drinks should offer functional benefits (Worldpanel).
“This trend aligns with the rising popularity of Sports & Energy products, which outstrip the growth rate of the Soft Drinks and broader FMCG markets. In fact, this segment accounted for 35% of the overall Soft Drink expansion this year (Nielsen),” added the spokesperson.
From a category perspective, functional products are rapidly attracting new buyers, led by Sports Drinks (+7.7 points), Iced Coffee (+6.3 points), and Functional Energy (+4.4 points, Worldpanel).
Among these, Functional Energy is the largest segment, representing 16% of the Soft Drinks market and constituting 30% of category growth; thus, optimizing this sector is critical for elevating sales (Nielsen).
Functional Energy emerged as the fastest-growing category in Soft Drinks this year, adding £278 million (Nielsen). Red Bull, as the original functional beverage, leads the field, accounting for 37.6% of the Energy Drink category value and gaining a +0.8 points share compared to the previous year (Nielsen).
This year saw the debut of the first-ever Red Bull Spring Edition, featuring the refreshing flavor of Cherry Sakura.
This cherry flavor is described as floral, refreshing, and fruity, with positive consumer reactions, as 78% find a cherry-flavored energy drink appealing (Vypr). Its sleek white can, adorned with subtle pink accents, echoes the iconic Japanese Cherry Blossom, a hallmark of the season, offering premium shelf visibility.
This new seasonal launch follows a robust performance for both the category and the Red Bull Editions range, generating excitement with each anticipated introduction—making it a must-have as days grow warmer and longer.
Sports & Energy continues to outpace the overall growth in soft drinks, with Functional Energy serving as the primary driver for total category expansion (NIQ). Additionally, the demand for flavored energy persists, with Red Bull Spring Edition targeting the swiftly enlarging shopper base (Worldpanel).
Red Bull Editions have significantly contributed to this growth, with last year’s Peach Edition ranking among the top 10 FMCG launches of the year (NIQ). Not only have new product developments performed well for the brand, but the ongoing expansion of the Editions range has further contributed incrementally to growth (NIQ).
Red Bull has established a strong consumer base through the accessible 250ml can, recognized as the primary price-marked format to drive trial. However, as more shoppers embrace Red Bull Editions, opportunities arise for upgrading loyal consumers (Kantar). For the first time, the brand will offer a 473ml price-marked can within its Editions range, alongside the 250ml option. This maintains entry points for new customers while also providing opportunities for long-term shoppers to upgrade.
Red Bull Spring Edition with the taste of Cherry Sakura is a full sugar variant, available now in single 250ml (plain and price-marked), 355ml, and 473ml (plain and price-marked) cans, as well as in a 4 x 250ml multipack.
PRIME, the better-for-you beverage brand founded by entrepreneurs Logan Paul and KSI, has rapidly escalated from a single product to a globally recognized brand, consistently setting higher standards in functional hydration.
For PRIME, wholesale partnerships are integral to scaling retail success. As a brand characterized by high demand and velocity, ensuring consistent product availability within independent retail is vital. This begins with strong partnerships in wholesaling, which facilitate quick distribution, support new product releases, and guarantee retailers can reliably stock both core and limited-time offerings that attract foot traffic and encourage repeat purchases.
PRIME is recognized for its innovative limited-time product launches, each supported by extensive global marketing campaigns that create strong consumer interest across digital and social channels. This demand is amplified during designated retail focus periods, assisting wholesalers and retail customers in maximizing in-store visibility, securing secondary placements, and executing promotional strategies—bridging the gap between online excitement and in-store purchases.
With standout core flavors like Ice Pop and Dragonfruit Fusion, alongside innovations such as PRIME ZERO in Grape Ice, the range delivers both consistency and excitement. Each caffeine-free option is fortified with electrolytes, B vitamins, and minimal sugar—catering to the increasing consumer appetite for healthier choices.
By collaborating closely with wholesale partners, PRIME ensures optimal product placement and timely supply, fostering sales growth and maximizing availability to support long-term retail success. Rob Long, Category Controller for Highland Spring Group, adds: “Consumer behavior has shifted notably in recent years towards proactive health management, emphasizing low or no-sugar options and positive hydration. Staying hydrated is crucial for overall health and well-being, prompting declines in alcohol and sugary beverage consumption, while driving the demand for natural products that offer a healthier way to hydrate (Vypr). To take advantage of this trend, wholesalers must adjust their portfolios towards low and no-sugar options, dedicating ample shelf and storage space to high-growth sectors like bottled water, thus empowering their customers to meet the skyrocketing demand for healthier hydration.”
“At Highland Spring, our focus remains on our primary Still Flavored Water range, including Apple & Blackcurrant, Strawberry, and Lemon & Lime, which continue to perform dynamically within the category. In fact, Highland Spring Apple & Blackcurrant 750ml has been recognized as Product of the Year 2026 in the Drinks Category. This prestigious win, based on the votes of over 8,000 shoppers, highlights our innovation, relevance, and consumer satisfaction, establishing it as an essential stock item for wholesalers.”
Looking at the broader scope of the Still Flavored Water category, it is now worth £315.6 million, ranking as the fastest-growing segment within the Water category with a year-on-year increase of +18.3% (NIQ). This impressive performance is outpacing the Total Water category by +5 percentage points (+13.3%, NIQ). For wholesalers, capitalizing on this momentum presents a significant opportunity. Prioritizing space for Still Flavored Water, bolstered by impactful innovations and promotional efforts, will further accelerate sales and category growth through 2026.
Two trends are driving growth in the Water category: a growing commitment to proactive health and an increasing focus on positive hydration. This evolution in consumer habits, characterized by decreased sugar and alcohol consumption, corresponds with a rising preference for natural, locally sourced brands. These transformations are not merely seasonal but reflect a long-term shift in consumer behavior when shopping in the summer soft drinks aisle.
“Wholesalers must maintain a comprehensive total water portfolio that allows retailers to meet every consumer need. Highland Spring Still offers a natural, refreshing, and hydrating choice, whether on-the-go, at home, or at work. Sparkling provides a healthy bubbly boost, while Flavored Still adds extra fruitiness to any moment. Highland Spring Apple & Blackcurrant 750ml has even been named Product of the Year 2026 in the Drinks Category, underscoring its exceptional standing based on over 8,000 consumer votes regarding innovation, relevance, and satisfaction, making it crucial in the product lineup,” Long suggests.
“Visibility is a key driver of volume in the warehouse. Highland Spring products should be prominently displayed among other healthy hydration options in the soft drinks aisle. We propose clear brand blocking by variant and size to streamline the shopping experience, complemented by volume-led multibuys to encourage larger basket sizes.”
“While bottled water is relevant throughout the year, demand spikes during the spring and summer months. This seasonal increase, bolstered by campaigns like our ‘Nature Makes Us’ Highland Spring initiative, creates massive volume opportunities. Wholesalers should optimize stock levels in anticipation of heatwaves and employ weather-triggered activations to translate forecasts into profit,” adds Long.
As the leading water brand in the UK (NIQ), Highland Spring enters summer 2026 with a robust investment strategy aimed at preserving its top position and fostering growth within the category.
The brand is expanding its ‘Nature Makes Us’ platform with a comprehensive multi-channel campaign. Significant media resources will be allocated to amplify reach and engagement, reinforcing its unique origins, maintaining a strong presence, and ensuring Highland Spring remains at the forefront of consumers’ minds during peak hydration times.
To convert brand awareness into purchase decisions, Highland Spring is introducing tailored shopper marketing initiatives across all channels. These strategies are crafted to boost penetration for the brand’s Still water formats, catering to high-frequency on-the-go purchases and increasing impulse buy rates.
This summer of 2026 will unveil Highland Spring Flavours, supported by a major consumer sampling campaign to spur trial and a robust shopper strategy aimed at enhancing visibility and converting initial interest into loyal, repeat purchases.
“As the UK’s leading water brand (NIQ), Highland Spring coordinates its efforts to promote wholesaler profitability by transforming market intelligence into actionable strategies for growth,” Long concludes. “By providing a complete solution in the total water category—Still, Sparkling, and Flavored variants—we ensure wholesalers can effectively support their retailers in meeting every consumer occasion. Beyond the product, our efforts extend to tailored category management, providing guidance on warehouse flow and high-visibility brand setups to maximize shelf presence. This collaboration with wholesale partners is essential for unlocking the full margin potential of their product displays.”
Simon Gray, Founder of Fizz with Purpose, observes: “Shoppers today are not seeking ‘health drinks’ in the conventional sense. Instead, we see a trend toward what we define as everyday better-for-you soft drinks.
“Consumers are increasingly aware of sugar content, artificial ingredients, and product quality, particularly among Gen Z and Millennial demographics. Low or no sugar has effectively set a baseline expectation in many segments of the market, but there is also growing interest in simpler ingredient lists and naturally occurring sugars, forsaking artificial sweeteners altogether.
“That said, great taste remains the top driver for repeat purchases. Health cues are most effective when they serve as assurance rather than as a primary selling point.”
Flavor innovation is crucial for maintaining consumer interest and fostering trial opportunities.
Engagement thrives with familiar flavors that have new twists, such as tropical blends, nostalgic notes, and lighter botanical profiles. These flavor tendencies feel intriguing without being overly experimental—a significant consideration in the fast-paced convenience market.
Retailers achieve the best results when these innovations accompany a clear core range of best-selling flavors, rather than substituting them entirely. Product innovation is most effective when it brings excitement without complicating the category.
“Alcohol moderation has birthed new everyday soft drink occasions that didn’t previously exist with the same regularity five or ten years ago,” Gray adds.
“Consumers are increasingly choosing soft drinks during lunch, throughout the workday, or in social settings where they might have historically opted for alcoholic beverages. This transition is driving the demand for drinks that feel slightly more sophisticated, balanced, and adult-like, without explicitly positioning as premium wellness alternatives.
“This shift explains the strong growth we’re witnessing in product segments like water-plus, modern sodas, and lighter functional soft drinks that offer a refreshing experience with added value.”
IT’S GIVING, the inaugural brand from Fizz with Purpose, presents a £1 PMP modern soft drink range, launching in three flavors: Apple & Elderflower, Black Cherry, and Mango & Passionfruit. Each 330ml can contains 6g of plant-based fiber, with clear attributes such as low calorie, naturally low sugar, and absence of artificial sweeteners.
The concept is straightforward: prioritize taste in soft drinks while offering added functional benefits. The aim is to deliver delightful flavors and everyday value while intertwining subtle functional benefits, steering clear of products that may appear medicinal or niche. The vision behind the brand is to bring modern soda concepts into the mainstream soft drinks aisle, transcending niche or premium wellness segments.
Historically, much of the innovation in functional soft drinks has appeared at higher price points, limiting their market reach within convenience and wholesale channels. IT’S GIVING aims to provide taste-first, affordably-priced modern sodas at £1 PMP, designed specifically for everyday consumption occasions, optimizing commercial opportunities for independent retailers.
As IT’S GIVING prepares for its spring launch, the brand is focusing on establishing strong distribution and sales performance within wholesale and convenience channels.
The brand has been designed with these market segments in mind from the very beginning, featuring clear on-pack messaging, price-marked packs, and a compact three-SKU range to simplify listing decisions.
“We see a clear market opportunity for a product that straddles the line between traditional carbonates and premium wellness drinks—delivering flavor, functionality, and affordability in one accessible form,” states Gray. “For retailers and wholesalers, it’s essential to align with current growth trends within the category.”
“While traditional carbonates remain a significant source of volume, much of the recent sales growth has emerged from segments like water, modern sodas, and wellness-led soft drinks. Retailers that allocate space for these emerging categories alongside established products will be best positioned to tap into incremental sales opportunities.
“Clarity is also key. The soft drinks sector is a fast-paced decision-making category, so consistent segmentation, flavor blocking, and cold availability will consistently outperform complicated product ranges.”
Launch plans for IT’S GIVING emphasize trade visibility and retail activation.
The brand collaborates with wholesale partners to ensure a strong presence in depots, supplying straightforward ranging guidance and retailer education before launch. At the fixture level, clarity in communication is prioritized to ensure retailers and shoppers can easily grasp the product proposition.
The objective is to guarantee that when the product hits the market, it is easy to stock, straightforward to explain, and simple to sell.
“Success in the soft drinks sector begins with clarity and readiness to deliver. Focus on products that yield strong sales rates, uncomplicated messaging, and evident value is essential. Price-marked packs remain instrumental in fostering confidence and trial, especially in convenience retail. Secondary placements and robust cold availability are also crucial, particularly during summer months when impulse purchases peak,” Gray concludes.
The soft drinks category remains dynamic, with flavored milk emerging as a critical growth area. In convenience retail, flavored milk sales have increased by 14.7%, reaching £376.8 million, currently accounting for 44% of the total £850.6 million market (Circana).
A notable trend in flavored milk is the rise of protein-infused drinks, which now make up 1 in 10 flavored milk drinks sold, with over 49.4 million units sold each year.
Mars Drinks & Treats (MD&T) is addressing this demand with its Hi Protein milk drinks, featuring Mars and Snickers options, with each 250ml bottle containing 20g of protein and 158 calories.
Kerry Cavanaugh, General Manager at Mars Drinks & Treats, states: “Convenience consumers are looking for soft drinks that offer both nutrition and flavor.
“Our Hi Protein milk drinks comply with HFSS regulations, contain no added sugar, and are suitable for vegetarians, helping retailers meet the ongoing shift toward lower-sugar soft drinks without compromising on taste or brand identity.”
While many flavored milk options remain ambient for inventory management, merchandising in chiller units is critical to promoting impulse purchases from those seeking ready-to-drink refreshments.
The MD&T milk drinks lineup is suitable for vegetarians and contains no added sugar.
Mazen Baaklini, Founder of eauYES, remarks: “Shoppers are increasingly discerning about labels, actively seeking low-sugar products made from natural ingredients. There’s a noticeable swing away from artificial sweeteners and heavily processed offerings toward cleaner, functional hydration options.
“Flavor innovation provokes trial. Familiar flavors punctuated with creativity are most effective, marrying comfort with discovery.
“As more consumers curtail alcohol consumption, premium soft drinks and bottled waters are emerging as preferred adult alternatives. Exceptional ingredients, sophisticated flavor profiles, and strong branding are essential.”
The brand’s flagship mineral water range stands out by its clean, natural flavors, compellingly appealing to both retailers and consumers.
“Clarity wins. Shoppers desire quick understanding of benefits. Brands that fuse solid functionality with exceptional taste and clear messaging will lead the market,” Baaklini adds.
“Wholesalers must emphasize visibility, ensuring products are appropriately assigned to functional or premium segments, supported by explicit shelf messaging. Educational initiatives for sales teams further enhance distribution efforts.”
Steve Behan, General Manager at Duvel Moortgat UK, shares: “We’re observing a definitive shift toward mindful drinking, with consumers increasingly opting for beverages that align with balanced lifestyles. Today’s drinkers are scrutinizing ingredient labels, seeking natural credentials, low-calorie options, and added functional benefits.
Kombucha fits seamlessly into this consumer trend. JARR is an organic sparkling tea that is both flavorful and beneficial. It’s made by fermenting tea with sugar and yeast, yielding a refreshing drink rich in bioactive compounds.
The brand prioritizes organic ingredients to present a clean alternative to conventional sugary soft drinks. JARR kombucha is both fiber-rich and a source of antioxidant vitamin C, supporting collagen production, immune system functionality, and reducing fatigue.
“Consumers increasingly perceive health and indulgence as complementary—a desire for both areas exists. Kombucha caters to that inclination by offering a refreshing, adult beverage that feels both purposeful and premium,” Behan notes. “Flavor innovation is indeed fueling growth, but it must remain anchored in authenticity. Current consumers are adventurous yet selective—seeking exotic and fruit-driven tastes produced with genuine expertise.”
At JARR, kombucha is not mass-produced; it is brewed. The creation process begins with tea, water, and organic sugar, to which SCOBY, a live culture of bacteria and yeast, is added to ferment the tea over 12 days. This natural method produces the kombucha’s gentle fizz, balanced acidity, and nuanced flavor layers.
The product line includes four core flavors: Original—clean, crisp, and refreshing, represents the pure essence of the brew; Ginger Lemon—warm spice coupled with bright citrus notes; Passion Fruit—vibrant sweet-and-sour tropical flavor; and Peach Yuzu—melding soft stone fruit sweetness with subtle citrus sharpness.
Filipa Roque, from Spraga Kombucha, emphasizes: “Consumers increasingly seek better-for-you beverages, though not necessarily ‘low sugar’. The appeal of kombucha relies more on its natural fermentation, quality ingredients, and flavor balance than on complete sugar elimination. Shoppers recognize that kombucha naturally contains sugar from the fermentation process, and they are drawn to its lighter feel, complex flavor profile, and functional benefits when compared to regular soft drinks.
“Flavor is pivotal for trial, but our current offerings intentionally lean toward fruit flavors, focusing on clean and recognizable options that translate well across markets. Because we control our own manufacturing and production facilities, we move swiftly to react to global trends and localized preferences. This agility allows us to develop exciting new flavor profiles tailored to different countries and consumer needs.
“As consumers moderate their alcohol intake, they are not merely seeking replacements for alcoholic beverages but are searching for sophisticated, flavor-driven alternatives that retain a social element.”
