Cawston Press Consumer Study: Premium Fruit Drinks

Cawston Press Consumer Study: What “Pressed, No Added Sugar, No Sweeteners” Really Buys You

Objective and context: Understand UK consumer perceptions of premium pressed fruit drinks with no added sugar or concentrates. Across 18 respondents, we tested claim credibility, price tolerance, heritage impact, and gifting/occasion fit to inform positioning, pack/pricing, and innovation.

Cross-question learnings grounded in evidence

• Claim reception: partial credibility, taste-led. “Pressed/not from concentrate” and “no sweeteners” signal a cleaner, more authentic taste and help justify a modest premium (e.g., “sharp rhubarb, real ginger heat, clean finish”). But “no added sugar” mostly creates a health halo, not a low-sugar promise-“sugar is sugar.” Most relegate the drinks to occasional treats (picnic, hot day, designated driver) rather than daily staples, with price as a major barrier.
• Pricing thresholds are precise and unforgiving. Typical single-can comfort is £1–£1.20, impulse on promo at 80p–£1, and rejection at £1.80–£2 (“I’ll grab water/tea”). Value is unlocked via multi-packs that land near mainstream unit costs (≤ 90p/can), e.g., “6 for £5 tops.”
• Transparency is a conversion lever. Evidence-seekers want numbers: sugar per 100 ml and per can (relaxing under ~5–6 g/100 ml and ≤ ~15 g/can), clear sourcing/UK fruit share, and even carbon per can. Without this, some see claims as price-padding.
• Heritage helps, but doesn’t close the sale. The “orchard since 1986” story gives a small trust bump, yet purchase still hinges on taste, sugar profile, and value. Premium soft drinks are viewed as an awkward standalone gift; they work in context (host gifts, hampers, non-drinker options), especially in mixed packs under £5 and attractive/chilled presentation.

Persona correlations and demand spaces

• Older, pragmatic mid-income (40s–50s): Highly price sensitive; appreciate pressed/heritage but need clear taste difference plus promos/multipack value to convert.
• Younger, higher-earning evidence-seekers: Will pay a premium with numeric proof (g/100 ml, g/can, carbon/can) and perceivable taste advantage.
• Parents/family shoppers: Want portion control (mini cans), lower sugar per serving or dilution guidance, and multipack pricing.
• Regionally rooted provenance seekers: Prefer credible, local sourcing; otherwise default to value.
• Occasion buyers (hosting, cultural): Treat premium softs as contextual treats for designated drivers, Ramadan/iftar, BBQs, and hampers.

Recommendations

• Lead with taste, prove the numbers: Prioritise “no sweeteners” and “pressed fruit” on pack and at shelf; add large-format sugar per 100 ml and per can with “contains naturally occurring sugars.”
• Hit price cues that drive trial: Guardrails to achieve £1–£1.20 singles, 80p–£1 promos, and multipacks at ≤ 90p/can; pursue meal-deal inclusion.
• Design for occasions: Launch a mixed 4-pack under £5 for host/driver gifting; improve chilled visibility with taste-forward shelf-edge messaging.
• Format and formulation: Introduce mini cans (150–200 ml) for families/portion control and develop a Light/Spritz subline at ≤ 5 g/100 ml using naturally sharper flavours (rhubarb, ginger, citrus).
• Transparency platform: Publish a simple “Receipts” page (g/100 ml, g/can, UK fruit %, carbon/can) and connect via on-pack QR; keep claims simple and verifiable.

Risks and measurement guardrails

• Claim confusion (“no added sugar” ≠ low sugar): Mitigate with front-of-pack metrics and a plain-language disclaimer.
• Margin pressure from deeper promos: Use pack-size optimisation, trade funding caps, and promo ROI gating.
• Taste risk when lowering sugar: Sensory-led formulation and blind testing to maintain the perceived taste gap.
• Proof scrutiny (carbon/provenance): Third-party verified data, dated updates, and method notes on the “Receipts” hub.

Next steps and how we will measure success

1. 0–30 days: Deploy shelf/chiller taste messaging; add sugar callouts via stickers/shelf-talkers; negotiate promos/meal-deals; launch “Receipts” MVP.
2. 30–90 days: Lock packaging refresh; secure mixed 4-pack < £5; audit chiller execution; run blind sip sampling.
3. 3–6 months: Prototype Light/Spritz (≤ 5 g/100 ml); confirm mini-can supplier; add QR to packs; scale proven promos.
4. 6–12 months: Launch mini cans and Light/Spritz nationally; publish verified carbon per can; seasonal mixed packs (BBQ/Dry Jan/Christmas).

• Promoted trial conversion: % of category shoppers buying at ≤ £1/can; target +30% vs baseline (weekly).
• Chiller velocity: Units/store/week; target +20% within 8 weeks (weekly).
• Repeat purchase rate: % of first-time buyers repeating within 8 weeks; target ≥ 25% (monthly).
• Sales-weighted sugar: Avg grams/can across mix; target ≤ 14 g/can in 6 months (quarterly).
• Transparency engagement: QR scans per 1,000 units and dwell time; target ≥ 50 scans/1k; ≥ 30s dwell (monthly).