Flavour, trust and brand strength can help retailers unlock opportunities in soft drinks as consumers seek out familiar choices
Consumers are looking for more from soft drinks, with flavour, brand relevancy and added benefits becoming an increasingly key driver of sales. Consumer choice is often driven by familiarity, emotional connection and brand affinity, with shoppers naturally gravitating towards brands like Ribena due to recognition and trust. With the soft drinks category maintaining strong momentum, growing by +12% [NielsenIQ] in value and +9.6% [NielsenIQ] in volume in July this year alone, there is a strong opportunity for convenience retailers to boost sales by stocking up on trusted brands that continue to innovate to meet shopper needs.
In fact, in March this year, Ribena expanded its range with the launch of Ribena Summer Fruits, helping retailers offer flavour-led refreshment for hydrating occasions. Since launch, Ribena Summer Fruits 500ml alone has grown the category by nearly £1.9m [NielsenIQ], making it a must-stock product for retailers looking to drive incremental sales and attract shoppers year-round.
Offering brands that are backed by heritage and integrity is key to strong soft drink sales and encouraging repeat footfall. Ribena has a proud heritage rooted in British farming and we are committed to doing our part to protect farmlands. Today, the brand continues to use 100% British blackcurrants, championing its growers and sustainable farming practices, supporting consistent quality throughout production.
Offering shoppers flavour from trusted brands
Flavour innovation and those ‘better for you’ benefits are key drivers for consumers. To drive incremental sales, ensure a good availability of drinks that offer shoppers a breadth of flavours and benefits. Ribena’s portfolio of flavours helps retailers to meet this demand, consisting of Blackcurrant, Summer Fruits, Pineapple & Passionfruit, and Strawberry across a range of 500ml RTD, 250ml cartons, and squash. Every serving contains 100% of the recommended daily intake of vitamin C, catering to shoppers who look for added nutritional benefits from their soft drinks [SBF GB&I].
Ribena is a brand that evokes memories from childhood, with brand familiarity passed down from generation to generation. Last summer was a key moment for Ribena. In July 2025, a brand-new visual identity, packaging redesign and advertising campaign launched – ‘There’s No Taste Like Home’, backed by a £7m investment to keep the product front of mind. The campaign aimed to drive shoppers to rediscover their core favourites. Ribena has since seen a combined retail sales value increase of 6% [NielsenIQ].
What to stock
Offering brands that deliver relevance is key for encouraging new and repeat footfall into store. When it comes to stocking the soft drinks fixture, it’s about ensuring there is plenty of choice for different occasions, needs and shoppers. Ribena is well positioned to appeal to a wide range of shoppers, making it a strong addition to soft drink offerings
When looking at which formats perform best in the channel, Ribena’s 500ml RTD and 250ml carton format have a combined worth of almost £82m [NielsenIQ], making them a must-stock. These formats are key for those shoppers seeking quick, flavour-led refreshment while on-the-go, while keeping them in chillers means shoppers have an instantly cold soft drink to enjoy.
Top merchandising tips
● Brand blocking and double facing are two simple yet effective ways to make shelves easier to navigate and improve customer experience.
● Offering a range of flavours, like Ribena Blackcurrant, Strawberry, Pineapple & Passionfruit, and Summer Fruits in both carton and RTD formats provide customers with choice, maintaining interest and encouraging exploration.
● Stock up on Ribena’s No Added Sugar range to cater for shoppers looking for No Added Sugar options, without compromising on taste.
Contact your local Suntory Beverage & Food GB&I rep or visit the Ribena website to find out more about the Ribena range.
