Consumption of soft drinks is high in Dublin with almost six in 10 people consuming soft drinks at least once a week, a PML Group study shows. It is highest among males at 63 per cent and 16-24 year olds at 65 per cent. Coca-Cola is the brand most people consume more than once a month. Buying single cans is the most popular way of consuming drinks.
Supermarkets are easily the top purchasing outlets. When it comes to advertising, over a quarter of respondents said the quality of advertising influences brand choice. Again, this figure was higher among males – on 28 per cent – and 16-24s, on 39 per cent. Almost half were aware of Coke Zero’s sponsorship of the Dublin Bikes Scheme operated by JCDecaux.
7UP is seen as the most refreshing of the soft drinks on the market, while Coke scores highest for being cool and trendy. Interestingly, 26 per cent of Dubliners believe Lucozade is an Irish brand, while 17 per cent say the same about 7UP. The research highlights the growing importance of low sugar/sugar free content for Dublin consumers.
Over one in three say they would choose a diet or light version of a drink before the regular version and the figure is over half of those aged 45 and over. But sugar content ranks behind taste and price when it comes to influencing consumers’ brand choice. PML marketing director Colum Harmon said a full presentation on the research is available.