Comment - Soft Drinks & Water - A Bit of Britner

Comment - Soft Drinks & Water - A Bit of Britner

By: Lucy Britner

Category commentator Lucy Britner casts her eye over the soft drinks & water categories.

Why bottled water should tap into more drinking occasions - comment 6 Oct 2020

Our soft drinks category commentator, Lucy Britner, turns her attention this month to bottled water - and spies some burgeoning growth opportunities.

The rise of adaptogens - the continued evolution of health & wellness in soft drinks - comment 8 Sep 2020

This month, soft drinks commentator Lucy Britner takes a closer look at the increasing number of drinks that offer more than one functional element.

Why mindful consumption will bring carbon counting to soft drinks labels - comment 5 Aug 2020

The first half of this year has seen many nascent trends accelerate, most notably in the areas of health & wellness and environmental consciousness. Category commentator Lucy Britner believes that, going forward, the soft drinks brand owners should prepare to share even more information with their consumers.

Why COVID-19 has restored plastic's popularity in soft drinks - comment 7 Jul 2020

Before COVID-19 changed everything, 'plastic' was little more than a dirty word that was only getting dirtier. Now, however, the packaging material could provide a neat solution to consumer unease over cleanliness. Lucy Britner explains.

Why COVID-19 is making soft drinks walk an advertising tightrope - comment 4 Jun 2020

Consumers' growing concerns about their health are not only well documented, but they're also a natural reaction to a global health crisis. But, several soft drinks and supplements companies are getting their messages wrong. Lucy Britner investigates.

What does the return of big soft drinks brands mean for health & wellness? - comment 5 May 2020

As the coronavirus pandemic continues, consumers have returned to big brands. Soft drinks commentator Lucy Britner takes a closer look at the trend and assesses the impact on the category's health & wellness space.

Soft drinks fight to stay relevant in COVID-19 world - comment 14 Apr 2020

From Corporate Social Responsibility to e-sports, soft drinks brand owners are moving their marketing budgets to reach changing consumer priorities that have been emphasised by the coronavirus pandemic. How successful will they be? Lucy Britner investigates.

Functional drinks flex their muscles as 'ultra-performance' takes hold - comment 3 Mar 2020

This month, soft drinks commentator Lucy Britner takes a closer look at the changing nature of functional drinks as big soda moves further into the performance space.

Why premium RTD tea could be a soft drinks winner in 2020 - comment 4 Feb 2020

Our soft drinks commentator, Lucy Britner, considers the wealth of opportunities available to the RTD tea segment. There's plenty to go at.

What's coming up in soft drinks in 2020? - Predictions for the Year Ahead - comment 9 Jan 2020

As 2020 kicks off, soft drinks commentator Lucy Britner offers her views on the key trends that are set to shape the category during the next 12 months.

Are full-sugar soft drinks the new niche? - Comment 5 Nov 2019

Has the sugar tax changed the playing field so much that full-sugar is now considered a niche selling point for soft drinks? Lucy Britner takes a closer look.

Has the soft drinks category missed the premiumisation train? - Comment 3 Oct 2019

The UK's gin boom has allowed for a raft of innovation in the mixers segment. In turn, the availability of premium mixers has provided non-drinkers with more sophisticated options. But, where does this leave the rest of the soft drinks category, asks Lucy Britner.

Why Gen Z's interest in health & wellness should boost soft drinks innovation around Asian ingredients - Comment 5 Sep 2019

This month, soft drinks commentator Lucy Britner takes a closer look at the driving forces behind flavour migration in Asia-Pacific.

Food for thought? Nutritional drinks enter the wellness zone - Comment 6 Aug 2019

Are beverages ready for ingredients such as potatoes and rapeseed oil, microalgae and tumeric? Lucy Britner finds that in the era of well-being, functional drinks are moving far beyond just a snack in a bottle.

How soft drinks can tap into meal delivery revolution - Comment 4 Jul 2019

This month, soft drinks columnist Lucy Britner turns her attention to takeaways. As the trend towards convenience and frictionless delivery continues, where do soft drinks fit in?

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