ABSTRACT
Soft drinks consumption in the UK is increasing steadily. Total sales of soft drinks increased by 10.3 per cent in 1995 to £6.4 billion and by 5 per cent in 1996 to £6.75 billion. A growing proportion of this growing soft drinks market is comprised of fruit juices and health drinks (see Figure 2.1). One of the factors contributing to the growth in this sector is the development of the adult soft drinks market, which cuts across fruit juices, juice drinks and health drinks. Changing eating habits have been the major driving force behind the growth of the adult soft drinks market, as many adults are trying to reduce their consumption of tea and coffee and alcohol. Consequently, a new and fast growing segment of the adult soft drinks market is for non-alcoholic adult, or ‘New Age’ drinks. These are aimed at 20 to 35 year olds who ‘don't want alcohol, but consider themselves too old for traditional pop’ (Matthews, 1995). ‘New Age’ drinks include iced tea and coffee, herbal drinks, flavoured waters and sparkling juices.
‘While many of these additive-free products are marketed as ‘healthy’ it is also price — around $1 plus for a single serving — that sets them apart from standard pop.’
Matthews, 1995