According to a recent article in The Grocer, sports and energy drinks have overtaken cola as the UK’s largest soft drinks segment, with sales reaching about £675m over the latest 12-week period measured by NIQ.
As you’ll have seen, the headline itself is striking.
But, what makes this more interesting than a simple category shift, is that consumers may no longer be evaluating drinks primarily on hedonic attributes (“Does this taste good?”), but increasingly on functional attributes (“What will this do for me?”).
The shift from refreshment to performance
For decades, cola occupied a very clear sensory and emotional space. It offered a familiar flavour, immediate refreshment, the brand was well thought of, and there was plenty of nostalgia attached to it. For many, it was even seen as a treat.
On the other hand, sports and energy drinks operate differently. Their proposition is often built around energy, hydration, electrolytes, mental focus, recovery, and an active, healthy lifestyle.
Consumers increasingly interpret sensory cues through the lens of those benefits. A slightly salty note, for example, might once have been considered a flavour defect.
In a hydration product it can reinforce the perception that the drink contains electrolytes and is “working”. Likewise, the sharp acidity and bitterness common in energy drinks can become signals of efficacy rather than barriers to liking.
This is a classic example of sensory perception being shaped by expectation.
Sensory science tells us people don’t taste in isolation
One of the most robust findings in sensory research is that expectations influence experience.
When consumers know a drink contains:
· electrolytes
· caffeine
· vitamins
· protein
· functional ingredients
they often evaluate flavour differently than they would in a blind test.
A runner reaching for a hydration drink after a 10K isn’t necessarily seeking the most pleasurable flavour. They’re seeking reassurance that the product supports a specific goal.
In that context, sensory acceptance becomes multidimensional:
· Does it taste good?
· Does it feel refreshing?
· Does it seem effective?
· Does it fit my health goals?
· Does it align with my identity?
The last two questions have arguably become much more important over the past decade.
Why this matters for product development
Historically, soft-drink optimisation often focused heavily on overall liking scores.
Today, brands increasingly need to understand:
· Perceived hydration
· Perceived energy delivery
· Refreshment
· Mouthfeel
· Satiety
· “Clean” versus “artificial” taste perceptions
· Post-consumption feelings
A product could score lower on pure flavour liking than a cola, yet still win in market because consumers believe it better supports their lifestyle.
That’s particularly relevant among runners, gym-goers and health-conscious consumers. Your own behaviour as a runner is a good example. You may not be asking, “What’s the tastiest drink in the chiller?” but rather, “What’s going to help me hydrate, recover, or keep going this afternoon?”
The sensory challenge for brands
The next phase though may be even more challenging.
Early energy drinks largely succeeded by delivering a clear functional cue: caffeine. Today’s consumers increasingly want:
· Energy
· Hydration
· Low sugar
· Natural ingredients
· Clean labels
· Great taste
All demands that can conflict with one another.
Electrolytes can affect flavour balance. Natural sweeteners can introduce bitterness or lingering aftertastes. Reduced sugar changes mouthfeel. It’s why sensory testing becomes even more critical because brands must optimise multiple dimensions simultaneously rather than simply maximising sweetness and flavour impact.
A broader question: has the definition of a soft drink changed?
Another question we should all be aware of is; do consumers increasingly see soft drinks as part of a wellness toolkit rather than purely as refreshments?
The growth of sports and energy drinks has been linked for years to demand for functional benefits, active lifestyles and “better-for-you” positioning.
If that’s true, then cola’s decline in relative importance isn’t necessarily about people liking cola less. It may be that the category’s centre of gravity has shifted from:
“What tastes nicest?” to “What helps me achieve something?”
For sensory researchers, that’s a fascinating evolution because it means understanding consumer behaviour now requires measuring not just flavour preference, but the complex relationship between sensory experience, perceived functionality and personal goals.
In many ways, the winner in modern soft drinks may not be the beverage with the highest liking score. It may be the one that best convinces consumers that great taste and meaningful function can coexist.
If you would like to start your journey with us, get in touch today.
