Mixer sales struggle in British off-trade
The mixer category saw its volume and value drop in Britain’s grocery channel in the year to November 2025, but posted a slight uptick in the on-trade.
According to mixer producer Fentimans’ Premium Soft Drinks and Mixers Market Report 2026, total mixer sales dipped by 1% to £310 million (US$423m) across Britain’s grocery channel in the year to 1 November (Nielsen IQ RMS data). Volume-wise, this segment decreased by 4%.
But in the on-trade the category was slightly more positive, posting growth of 1.2% in the 12 months to mid-July 2025, according to NIQ figures cited by the report.
The total soft drinks and mixer category was valued at £4.7 billion (US$6.4bn) in the on-trade over the same period – an increase of 2.1% year on year.
The total value of on-trade drinks also grew by 0.9% to £31.5bn (US$43bn) in the year to mid-July 2025.
In terms of the top five soft drinks categories by value in the on-trade, cola was the leader with 2% value growth, followed by lemonade (down 0.5%), juices (up 7.3%), mixers, and flavoured carbonates (up 9.5%).
Meanwhile, the value of the premium soft drinks and mixer category reached £433 million (US$591.6m) in Britain’s on-trade in the year to mid-July 2025, rising by 1.4%. The study said this growth was in line with mainstream options (up 1.6%) and ahead of budget brands, which were flat.
The sixth edition of the Fentimans report noted: “This is some way below the UK’s rate of inflation, which has hovered at between 2% and 4% in the last couple of years, and it means that extra spending is being driven by higher prices and premium purchases rather than volumes. But in the context of a difficult trading environment, even modest growth is welcome.”
While value slightly rose, the premium soft drinks and mixer category’s on-trade volumes fell by 2.8% due to tighter consumer spend.
The report explained that volumes were low because of a squeeze on distribution points that has seen the number of venues selling drinks fall by 3.6% in the last two years.
As of July 2025, just over 95,000 licensed premises stocked soft drinks, a figure that unchanged year on year. However, there was an average of 11 venue closures and openings per day, but the net result has been stable, the report noted.
Pubs were the most popular source of sales, accounting for 41.9p in every pound spent on premium soft drinks in the last 12 months. Bar/restaurants was the fastest-growing segment of all on-trade venues, rising by 9%.
Soft drinks and mixers have also increased their share of the total drinks market in Britain’s on-trade, growing from 14.8% a year ago to 15% now.
In terms of Britain’s off-trade, adult soft drinks saw their value rise by 5% to £206m (US$282m) in the 12 months to 1 November 2025 (Nielsen IQ RMS data).
The number of units of adult soft drinks sold fell by 1.5% over the same period, while the price of these drinks per unit rose by 6.7%.
“With so many consumers still facing pressure on their disposable incomes, shoppers’ searches for value have intensified,” the report said. “This has made promotions increasingly influential, and 57% of [adult soft drinks] volumes are now sold on deals – a notable year-on-year [12 months to November 2025] rise of 0.7 percentage points.”
Trend predictions
The report also highlighted five key trends: mindful moderation, functional drinks, digital menus and social media as a path to discovery, the rise of the ‘third space’ such as competitive socialising venues and themed bars, and the shift in high-tempo occasions as drinkers head out earlier.
Fentimans brand ambassador and bar operator Joe Schofield has also noted several trends in his UK venues.
“I’ve seen consumers show a real appetite for discovery and experimentation, for example a yuzu cocktail that we recently introduced on our menu has actually become a best seller,” he said.
He also cited the popularity of consumers choosing low-and-no drinks during the week.
Fentimans also highlighted several flavour trends that are on the rise globally in the drinks industry, including Eastern flavours. The report noted five ingredients to watch: yuzu, calamansi, galangal, Sichuan pepper and Korean pear.
It also forecasts a boom in floral, fragrant and functional ingredients, as well as tropical flavours all year round.
Other trends predicted by the report include ‘swavoury’, described as a “bold flavour that blends umami, fat, spice, salt and sweetness”, and a return to retro desserts and comfort-first flavours.
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