CGA’s consumer research confirms a dip in alcohol consumption around the world—especially among Gen Z. Nearly half (46%) of British consumers now say they regularly choose soft drinks when they go out, and a third are choosing them more often than they did a year ago—double those choosing them less frequently.
Some of the greatest potential lies in soft drinks, where sales topped £4.6bn in Britain’s On Premise in the 12 months to 22 February 2025, representing year-on-year growth of +0.6%.
With signs of consumers increasing their spending and the Summer season nearing, now is the time to understand the latest preferences and identify growth areas.
Interest in health
The moderation trend is partly being driven by consumers’ growing interest in their health. One in seven (14%) says they choose soft drinks because they want to be healthier—a year-on-year increase of 1 percentage point, and of 3 percentage points among those in Gen Z. Emphasising natural and wellness-boosting ingredients can boost appeal to this important target audience.
Growth for flavoured carbs and juices
However, it has lost a little share over the last year, while flavoured carbs and juice drinks have increased their splits by 0.4 and 0.2 percentage points respectively. Sports drinks, lemonade and mixers have all seen their shares fall slightly—a consequence of some consumers moving away from soft drinks that are typically paired with spirits and bombs. Within Gen Z, growth areas include frozen drinks.
A part to play in special occasions
Casual meals are the leading occasions for soft drinks consumers, and two thirds (65%) of them have visited casual dining restaurants in the last three months, making this channel a top priority. Bars, bar restaurants and high street pubs have all grown their share too, and fast food and QSR venues—used by nearly half—are important too. But consumers also significantly over-index for special occasions. Celebrations are typically associated with alcoholic beverages, but they have growing space for soft drinks.
Preferences vary by demographics and regions
Some consumer groups are more likely to seek soft drinks than others. Soft drinks consumers tend to be slightly younger than average, and 59% are female. By location, the North has over-indexed for growth in the last year, though London remains the largest region with 21.6% of all sales. However, with two thirds (66%) of consumers agreeing they would like to see a better range of soft drinks for adults, there is a clear demand for improvement across all demographics.
CGA client director Violetta Njunina said: “These evolving consumer preferences in the On Premise present an exceptional window for soft drink suppliers and venue operators to flourish by supplying to changing demands. As moderation remains a key trend, particularly among younger generations, the ability to offer appealing, high-quality, and health-conscious soft drinks is crucial for success. Suppliers who tap into these insights and align their strategies are better positioned to lead in this new era of beverage consumption.”
CGA client director Violetta Njunina said: “These evolving consumer preferences in the On Premise present an exceptional window for soft drink suppliers and venue operators to flourish by supplying to changing demands. As moderation remains a key trend, particularly among younger generations, the ability to offer appealing, high-quality, and health-conscious soft drinks is crucial for success. Suppliers who tap into these insights and align their strategies are better positioned to lead in this new era of beverage consumption.”
CGA by NIQ’s powerful fusion of sales measurement tools and consumer research solutions create a complete picture of soft drinks and other categories in Britain’s out-of-home market. The insights help suppliers, manufacturers and venue operators meet guests’ latest needs and grow their share. To learn more, contact the team.
