Fizzy drinks have lost their sparkle in increasingly health-conscious culture

23 March, 2007

Still drinks are taking a bigger chunk of the UK's soft drinks market than fizzy , according to research by Britvic.

The company reported that non-carbonated drinks, including smoothies, bottled water and energy drinks, are growing fastest in the take-home market. In 2006 sales of pure juice grew 14 per cent to £1.1 billion and water showed strong growth with an 11 per cent sales uplift ( Nielsen figures to Dec 30 2006).

Marketing manager Andrew Marsden said the nation's thirst for healthy fruit juices and water will affect Britvic's brand management in 2007. Sales director Andrew Richards added: " There will be a continued focus on health and well being and natural ingredients, particularly as product labelling further refines the way consumers choose their soft drinks."

In its latest report the manufacturer revealed take-home sales of soft drinks grew 8 per cent in value to £5.89 billion in 2006. Fizzy fruit-flavoured drinks declined by nine per cent .

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