Non-Alcoholic Squash Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Organic, Conventional), By Packaging (Bottles, Cans, Cartons, Pouches), By Distribution Channel (Hypermarket/Supermarket, Convenience Stores, Specialty Stores, Online, Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 2.81 Billion
CAGR (2026-2031)	5.52%
Fastest Growing Segment	Organic
Largest Market	North America
Market Size (2031)	USD 3.88 Billion

Market Overview

The Global Non-Alcoholic Squash Market will grow from USD 2.81 Billion in 2025 to USD 3.88 Billion by 2031 at a 5.52% CAGR. Global Non-Alcoholic Squash is defined as a concentrated fruit-flavored syrup, often referred to as cordial or dilutables, that necessitates dilution with water or a carbonated liquid before consumption. The market is primarily driven by the rising consumer demand for cost-effective home hydration solutions and a structural shift toward healthier, reduced-sugar formulations. This growth is further supported by the product's extended shelf life and the ability for consumers to customize flavor intensity. According to the British Soft Drinks Association, in 2024, low or no-calorie drinks accounted for more than 70% of soft drink purchases in the United Kingdom, underscoring the critical influence of health-consciousness on category performance.

However, the market faces a significant challenge from the intense competition posed by the Ready-to-Drink (RTD) beverage sector. The immediate convenience of grab-and-go formats often outweighs the preparation requirement of squash, particularly among younger demographics and for on-the-go consumption occasions. Additionally, fluctuating raw material costs can erode the affordability advantage that traditionally protects the squash category, potentially impeding volume growth in price-sensitive markets.

Key Market Drivers

The increasing preference for low-sugar and zero-calorie variants is fundamentally reshaping the Global Non-Alcoholic Squash Market as consumers prioritize health without compromising on flavor. Manufacturers are aggressively reformulating portfolios to reduce sugar content and introducing functional options that cater to calorie-conscious demographics. This strategic pivot is yielding tangible results for brands that successfully align with the wellness trend. For instance, according to The Grocer, December 2024, in the 'Squash goes posh' report, Belvoir Fruit Farms achieved a 14.7% increase in value sales, a performance explicitly driven by the soaring popularity of its no-added-sugar cordial range.

Simultaneously, the market is buoyed by its inherent cost-effectiveness and high value-for-money proposition, which becomes particularly compelling during periods of economic uncertainty. Unlike ready-to-drink alternatives, squash offers a high dilution ratio, allowing households to stretch beverage budgets further while maintaining volume consumption. This economic advantage has catalyzed a resurgence in category performance as consumers trade down from more expensive soft drinks. According to The Grocer, December 2024, in the 'Squash goes posh' report, the fruit cordial sector registered a value sales surge of 20.8% driven by shoppers seeking affordable hydration solutions. Underscoring the resilience of major players, according to Nichols Plc, January 2025, in a trading update, the company reported full-year group revenues of £172.1 million, highlighting the enduring commercial stability of leading squash portfolios.

Download Free Sample Report

Key Market Challenges

The intense competition posed by the Ready-to-Drink (RTD) beverage sector represents a substantial challenge hampering the growth of the Global Non-Alcoholic Squash Market. This hurdle is fundamentally driven by the "convenience gap" between the two product categories. While squash requires the consumer to have access to water, a mixing vessel, and the time to prepare the drink, RTD beverages offer immediate consumption with no preparation effort. This intrinsic difference makes RTD products significantly more appealing for on-the-go occasions and impulse consumption, which are key volume drivers in the broader soft drinks category. Consequently, squash is increasingly pigeonholed as a strictly in-home beverage, limiting its expansion into the lucrative convenience and foodservice channels where younger demographics predominantly shop.

The dominance of the RTD sector is reinforced by its immense industrial scale and economic footprint, which allows for aggressive distribution and marketing strategies that squash brands often struggle to match. The broader non-alcoholic beverage market is a financial heavyweight, creating a highly saturated environment for concentrated syrups. According to the Australian Beverages Council, in 2024, the non-alcoholic drinks industry contributed more than $9 billion to the Australian economy, underscoring the massive market value and entrenched presence of the sector's major players. This significant economic weight enables competitors in the RTD space to secure premium retail positioning and invest heavily in product innovation, thereby crowding out squash products and stifling their potential for volume growth in competitive markets.

Key Market Trends

The Rise of Premium and Adult-Centric Cordial Positioning is fundamentally altering the category's perception, shifting it from a commoditized children's beverage to a sophisticated lifestyle choice for adults. Manufacturers are increasingly utilizing high-quality glass packaging and heritage branding to target discerning consumers who seek an elevated drinking experience at home. This strategy allows brands to decouple from the price wars typical of the budget sector and instead compete on quality and provenance. The success of this upscale approach is evident in the performance of niche market players that prioritize high-end ingredients. For instance, according to The Grocer, December 2024, in the 'Squash goes posh' report, the organic cordial brand Rocks Organic registered a value sales increase of 23%, significantly outperforming the wider category by capitalizing on this demand for premium quality.

Simultaneously, the Proliferation of Exotic and Botanical Flavor Fusions is driving consumer engagement by offering complex sensory experiences that differentiate brands from standard fruit concentrates. As beverage habits evolve, shoppers are increasingly drawn to squash products that incorporate herbs, spices, and unique fruit blends, which are often utilized as versatile bases for alcohol-free cocktails. This trend leverages unique, proprietary flavor profiles to build strong brand loyalty and resist the genericization of the market. Underscoring the commercial impact of distinct flavor identities, according to Nichols Plc, January 2025, in the 'FY24 Trading Update', the company reported a 5.4% increase in UK packaged sales, a growth trajectory largely attributed to the enduring appeal and continued innovation of its distinctive spiced herbal beverage portfolio.

Segmental Insights

The Organic segment is recognized as the fastest-growing category within the Global Non-Alcoholic Squash Market, driven by a decisive shift in consumer preference toward clean-label and health-conscious products. This expansion is underpinned by a growing aversion to synthetic pesticides and artificial preservatives commonly found in conventional options. To ensure credibility, manufacturers are increasingly aligning with rigorous certification standards defined by authorities such as the USDA National Organic Program. This commitment to transparency and chemical-free ingredients is fostering strong consumer trust, thereby accelerating the adoption of organic squash globally.

Regional Insights

Based on recent industry analysis, North America dominates the Global Non-Alcoholic Squash Market, primarily driven by a widespread consumer shift from carbonated soft drinks to healthier, customizable hydration alternatives. This market leadership is sustained by a mature retail infrastructure that ensures extensive product availability across supermarkets and e-commerce platforms. Furthermore, the region has seen a surge in demand for functional and organic liquid concentrates, prompting major beverage manufacturers to innovate with vitamin-fortified and sugar-free formulations. This strong emphasis on wellness and product premiumization has effectively solidified North America's position as the foremost revenue-generating region in this sector.

Recent Developments

• In July 2025, Suntory Beverage & Food GB&I rolled out a comprehensive brand refresh across its Ribena portfolio, including its core 850ml squash range. This modernization was backed by a £7 million investment and a new marketing campaign titled "No Taste Like Home," which aimed to deepen the emotional connection consumers have with the brand. The redesigned packaging featured updated, vibrant visuals intended to improve shelf visibility while preserving the drink's heritage identity. The Head of Ribena at the company explained that the refresh was grounded in extensive consumer insights to ensure the brand resonated with modern shopper preferences.
• In March 2025, Nichols plc introduced a significant innovation in the squash category with the launch of Vimto Wonderfuel, a functional squash range targeted specifically at breakfast occasions. The new product line was fortified with vitamins B, C, and D, and served as a source of iron and zinc, blending essential nutrition with the brand's distinct fruit flavor. Available in Apple & Blackberry, Summer Fruits, and Mango & Orange variants, the launch was designed to drive category growth by capturing the morning consumption market. The Marketing Director at Nichols stated that the range offered families a convenient, no-added-sugar nutritional boost.
• In December 2024, Belvoir Farm expanded its non-alcoholic offering by launching a new No Added Sugar Apple & Blackcurrant Cordial. This product was developed to meet the increasing consumer demand for natural, healthier beverage options that do not contain artificial ingredients. The cordial was formulated with over 66% pure fruit juice and sweetened with steviol glycosides from stevia, providing a low-calorie drink with only naturally occurring fruit sugars. The Managing Director of Belvoir Farm noted that the release aimed to support consumers attempting to reduce their sugar intake while maintaining a premium taste profile.
• In October 2024, Britvic executed a strategic collaboration between its Robinsons squash brand and Universal Pictures to celebrate the release of the movie Wicked. As part of this partnership, the company launched two limited-edition double concentrate squash flavors designed to reflect the film's main characters. The new variants, named Amazafying Citrus Twist and Outstandiful Berry, were introduced to attract shoppers looking for bold, novel flavors during the autumn season. This product launch was accompanied by an on-pack promotion that allowed consumers to engage with the brand through chances to win themed merchandise and travel experiences.

Key Market Players

• Nectar Imports Ltd.
• Anpellegrino s.p.a
• Robinsons
• Kissan
• Britvic
• Hamdard
• Pepsico
• Evergreen Juices
• The Coca-Cola Company
• Parle Agro

By Type	By Packaging	By Distribution Channel	By Region
Organic Conventional	Bottles Cans Cartons Pouches	Hypermarket/Supermarket Convenience Stores Specialty Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Non-Alcoholic Squash Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Non-Alcoholic Squash Market, By Type:

• Organic
• Conventional

• Non-Alcoholic Squash Market, By Packaging:

• Bottles
• Cans
• Cartons
• Pouches

• Non-Alcoholic Squash Market, By Distribution Channel:

• Hypermarket/Supermarket
• Convenience Stores
• Specialty Stores
• Online
• Others

• Non-Alcoholic Squash Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE