Global Brands, the company behind the VK brand, has published its first Category Market Report on Canned Cocktails, revealing the latest trends and insight in the booming off-trade category.
The leading cocktail supplier has collaborated with consumer intelligence platform, ProQuo AI, diving into the latest trends and insight in the category, which has grown from £4.7m in 2004 to £94m in 2024.
Exploring flavour, convenience, consumption, and even celebrity endorsements, the Market Report reveals trending consumer behaviours within the drinks category and the key drivers behind them, while forecasting the hot topics over the next twelve months, helping retailers anticipate future trends.
The report notes that for those looking to expand their range of canned cocktails, it is crucial to understand that four core flavours – Passion Fruit Martini, Piña Colada, Mojito, and Daiquiri – are driving most of the volume and value, underscoring the importance of maintaining a strong focus on these flavours as we approach 2025. Key purchase drivers in the category include accessibility and the ability to meet consumer expectations for taste and flavour.
77% of consumers selected ‘taste’ as the most crucial factor when consuming a canned cocktail, with shoppers aged 18–30 prioritising it more than any other age group. By contrast, the older demographic seeks a more emotional experience and attractive product design when purchasing RTDs.
33% of people state that they think canned cocktails taste better out of a glass, with 28% aiming to recreate a bar experience at home. Most consumers transfer canned cocktails into a glass (43% sometimes, 31% always) when purchasing via off-trade channels.
With the growth in popularity of no/low alcohol consumption, and therefore canned ‘mocktails’, consumers are seeking drink options that look and taste superior to their alcoholic counterparts. 46% highly value a range of flavours that rival alcoholic options, while 39% prioritise taste.
Julian Atkins, Managing Director at Global Brands, commented: “Our mission at Global Brands is to become the UK’s leading independent RTD and RTS experts, and to continue to empower our industry partners. Our very first category report offers invaluable insights into consumer behaviours and market dynamics, essential for brands considering strategic NPD launches and retailers considering which products to stock.”
The next 12 months are expected to see continued growth in diverse packaging formats, including 70cl bottles and bag-in-box options, and advancements in at-home cocktail technology such as nitro-infusion systems. This evolution aims to replicate the on-trade experience at home, offering consumers immersive and enjoyable experiences.
The RTD Canned Cocktails category has also evolved in recent years into ‘premium’ and ‘super-premium’ tiers, with brands in this space offering bar-quality cocktails in a convenient RTD format for at-home enjoyment. In the grocery multiples, branded premium and super-premium cocktails have added more than £10m in RSV in the last 12 months and are now worth more than £33m in the category.
Consumers are expected to continue to be willing to pay more for these premium RTD cocktails, with a growing popularity for innovative products that enhance the sensory experience.
Atkins concluded: “As the RTD landscape continues to evolve, we anticipate further growth in the RTD space, driven by premiumisation, convenience, and consumer demand for diverse flavours. Brands that offer innovative solutions, engaging experiences, and high-quality products will be well-positioned to capture the evolving market and achieve significant business success.”
