Surge in demand for ‘natural’ energy drinks predicted

Britvic has announced a ‘positioning’ revamp for its Purdey’s drink, supported by a seasonal campaign that it says will help grow demand for healthier energy drinks this summer.

Drinking for ‘energy’ has been the fastest growing reason for consuming a soft drink over the last five years and continues to grow, says Brtivic. However, consumers are increasingly moving away from traditional energy drinks to avoid the high caffeine and added sugar content. As a result, the ‘natural energy’ subcategory is predicted to be worth £288 million in total retail sales value by 2022.

The new brand descriptor, rolling out on packs now, will see the brand repositioned from ‘multivitamin fruit drink’ to ‘multivitamin energy’. Explicitly calling out ‘energy’ on pack aims to resonate more clearly with existing consumers and Purdey’s stockists, as well as bringing new consumers into the healthier energy category, says Britivic.

“Energy is already the number one segment within immediate refreshment, worth £464m in value and 54% bigger than cola, and the need for energy in soft drinks is important and continuing to grow,” says Kevin McNair, marketing director at Britvic GB. “However, many consumers are moving away from traditional soft drinks and opting for other soft drinks to meet their energy needs.”