AG Barr: staying relevant in the UK soft drinks market

AG Barr: staying relevant in the UK soft drinks market

Introduction

This case study on AG Barr forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the Scottish company, which produces the famous Irn Bru carbonate, has achieved growth by capitalizing on comfort trends in the recession, while focusing on long term growth by expanding its healthy beverage portfolio.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Carbonates still dominate the European soft drinks market which is being shaped by comfort and health trends 2
Carbonates remain the leading soft drinks category, but growth is stronger in other perceived healthier categories 2
Consumers desire healthier products but also comfort food and drinks in the recession 3
AG Barr is a well established maker of soft drinks which has succeeded in staying relevant with current consumer trends 4
AG Barr has grown strongly despite the recession, both in the UK and abroad 5
The company's leading brand is Irn-Bru which enjoys iconic status in Scotland 6
Irn-Bru has a significant following in Scotland where it is one of the most popular soft drinks 6
The company has succeeded in keeping the brand fresh by producing humorous and quirky adverts 7
The brand has branched into the growing energy drinks sector with Irn-Bru 32 8
AG Barr has controversially resisted FSA pressure on removing artificial colorings 9
AG Barr has added new brands to its portfolio that address the health trend 10
Conclusion 11
APPENDIX 12
Case study series 12
Methodology 12
Secondary sources 12
Further reading 12
Ask the analyst 13
Datamonitor consulting 13
Disclaimer 13
List of Tables
Table 1: Soft drinks market by category ($m), Europe, 2003-13 2
Table 2: AG Barr soft drink brands, 2009 5
Table 3: Energy drinks sector in Europe and the UK ($m), 2003-13 9
List of Figures
Figure 1: A significant proportion of Europeans are focused on improving their health and wellness 3
Figure 2: Comfort foods are desired by almost a quarter of UK consumers 4
Figure 3: AG Barr's portfolio is increasingly health focused 5
Figure 4: AG Barr's marketing has focused on producing humorous adverts 8