UK | Brits spent GBP 100.8bn on eating and drinking out in food service establishments in 2024, according to Carlsberg Britvic's Soft Drinks Review 2025.
Soft drinks have helped to bring the buzz back to the sector, most notably for Generation Z, by fulfilling a widening range of consumer demands, refreshment, indulgence, functional health benefits and more.
Gen Z accounted for 15 percent of the population, and Carlsberg Britvic's Soft Drinks Review 2025 has aptly renamed them the ‘hydration generation’ due to their significant role in the sector's growth.
Carlsberg Britvic identified that operators can unlock substantial new growth by rising to the new challenges outlined in its latest annual report and driving additional opportunities by creating excitement through their soft drinks and low and no-sugar offerings.
“Despite the marked differences we have come to associate with this younger generation - namely their attitudes to drinking alcohol and the impact that this is having on the industry - we believe that the opportunities far outweigh this,” said Chris Pratt, VP Sales On-Trade, at Carlsberg Britvic.
“Our latest Soft Drinks Review is a must-read for all foodservice operators to help them better understand the ‘hydration generation’ and what they’re looking for from a soft drinks perspective and, as a result, reap the rewards.”
For instance, the ‘treats’ category has become important for consumers despite their growing health consciousness.
“We’re helping our partners step up to growing demand for show-stopping drinks with the likes of indulgent cola floats using our Pepsi Cream Soda and Strawberries ‘N’ Cream variants, as well as a raft of limited-edition Jimmy’s Iced Coffee drinks, like last year’s hit, Cinnamon Bun, and our new Donut flavour which is taking the industry by storm.”
Carlsberg Britvic's Soft Drinks Review 2025 also highlighted Gen Z's more holistic approach to health. With a more positive view of sugar and fat, concentrating on macros and overall health and nutrition, this younger generation is less likely to be swayed by diet, sugar, or fat-free claims.
Only 12 percent of Generation Z claimed to follow low-sugar diets, compared to an average of 23 percent, and 27 percent of people aged 18 to 24 claimed to be teetotal, with 52 percent reporting drinking less than last year.
Pratt added that they can help foodservice operators tap into this growing health trend with the wide range of natural and functional drinks we sell, such as Aqua Libra, Purdey’s Natural Energy, and Plenish brands, on different occasions throughout the day.
As the channel continues to experience rapid change, the role of soft drinks has also evolved. However, quality is paramount to attract this younger consumer.
Carlsberg Britvic’s top tips for attracting the ‘hydration generation’:
- Make it a unique and novel experience: one in two Gen Zs like to try food and drink with new and unusual colours, and 60 percent like to try new and unusual textures.
- Offer indulgence and quality for treating occasions: Younger people are prepared to pay more for drinks they perceive to be of better quality, with 48 percent of people aged between 25 and 34 the most likely to pay more. Wow guests with elevated versions of everyday drinks, from coffees to indulgent, hand-spun shakes and smoothies.
- Stock up on and promote products with functional health benefits: When broadening your drinks offer and devising enticing promotions, don’t think either/or; think and.. Promoting set-price deals on herbal and fruit teas at lunch or in the afternoon offers further opportunities for growth.
- Encourage consumers to share their drinks on social media: For one in two young people, Instagram is the preferred way to stay in touch with brands. Research showed that online reviews, branded social media profiles, and content from social media influencers are the second, third, and fourth most valued sources of recommendations. This means that it’s crucial to serve attractive ‘grammable’ drinks that consumers can share online.
