Blog post

Can Soft Drinks Follow The Success of Craft Beer?

  • Posted by Mike South
  • on Tuesday October 30, 2018

There has been a resurgence of FMCG drinks jobs in London recently, and the expanding market of alcoholic beverages is expected to crossover into non-alcoholic and soft drinks jobs.

As more consumers seek out new tastes and healthier options, a wide gap is emerging in the non-alcoholic/soft drinks market. We have recently witnessed a surge in drink sales jobs in London and more FMCG drinks jobs are likely to pop up across the UK.

The increase in FMCG drinks jobs is not unprecedented. The thirst for ‘limited edition’ craft ales saw a significant increase in sales over the last few years prompting a 20% rise in new trademarks registered by beer companies.

A rising demand for craft ales has seen the industry more than double in seven years. Subsequently, there has been a boom in alcoholic drink sales jobs across London.

Due to consumer demand for healthier and innovative products, similar FMCG jobs in the soft drinks sector are beginning to emerge as drinks brands look to expand their range.


Consumers Want Healthier Drinks

Driving the drinks market are health-conscious consumers that have redefined the meaning of health and well-being.

With concerns over the quality of ingredients and the number of calories in mainstream fizzy drinks, consumers want to fuel their body with healthier drinks that are rich in protein, antioxidants and vitamins.

The turning point for the soft drinks sector came when sales in the water category outnumbered sales in Coca-Cola. Data released in the first quarter of 2018 revealed water-based beverages sold 50 million more units than the popular fizzy favourite despite being more expensive.

The figures indicate UK consumers consider quality over cost is the most important factor. A similar trend has also been observed in the US market which prompted the soft drinks giant, Pepsi to reach out towards health-conscious consumers.

Pepsi recently announced the take over of home-based drinks maker Soda Stream with a view to providing health fanatics and environmentally-conscious consumers with cost-effective solutions to promote heath and well-being. This is a sign that the tide is turning.


Quality Soft Drinks

The growth in the craft beer movement is rooted in the production of quality beverages. Commercial beers are notoriously reported as containing chemicals which have damaging long-term effects.

Consumers have proven they are prepared to pay extra for premium quality beers, and a focus on healthy ingredients will remain an over-arching driver in the soft-drinks market.

It is expected that water and water-plus beverages will drive growth in the non-alcoholic category, and as consumers demand more innovation and healthier products, more FMCG drinks jobs in the UK will become available as more new products become available.

As a leading FMCG recruitment agency, we have already seen a significant increase in the number of London FMCG jobs already. And this is only the beginning of a paradigm shift.

Drink sales jobs in London typically reflect a trend that spreads throughout the UK, and with consumer demand for healthier drinks and premium products, the pool of FMCG drinks jobs will continue to grow.



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