Squash Drinks Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Added Sugar, No-added Sugar), By Base Type (Berry, Citrus Fruit, Tropic & Exotic Fruits, Mixed Fruits, Others), By Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Online, Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 1.38 Billion
CAGR (2026-2031)	3.94%
Fastest Growing Segment	Mixed Fruit
Largest Market	Europe
Market Size (2031)	USD 1.74 Billion

Market Overview

The Global Squash Drinks Market will grow from USD 1.38 Billion in 2025 to USD 1.74 Billion by 2031 at a 3.94% CAGR. Squash drinks are non-alcoholic concentrated syrups typically prepared from fruit juice, water, and sugar or sugar substitutes that require dilution with water before consumption. The primary drivers propelling the global market include the increasing consumer preference for cost-effective beverage solutions and the rising demand for convenient home hydration options that offer customizable flavor intensity. Furthermore, heightened health consciousness has solidified the shift towards reduced-sugar formulations as a core market pillar rather than a fleeting trend. According to the British Soft Drinks Association, in 2024, low or no-calorie drinks accounted for more than 70 percent of soft drink purchases in the United Kingdom in 2023, underscoring the critical role of health-centric drivers in the category’s sustained relevance.

Despite these favorable growth factors, the market faces a significant challenge from the intense competition posed by the ready-to-drink beverage sector. The convenience offered by pre-mixed sodas and flavored waters often outweighs the preparation time required for squash, particularly in on-the-go consumption scenarios which restricts the category's expansion into impulse purchase channels.

Key Market Drivers

The escalating consumer preference for low-sugar and functional beverages acts as a primary catalyst for the market, fundamentally reshaping product portfolios to meet modern dietary standards. As health consciousness rises, manufacturers are aggressively reformulating concentrated syrups to reduce caloric content without compromising taste, directly addressing the demand for "better-for-you" hydration. This shift is no longer niche but central to the strategy of major market players who are removing added sugars to comply with regulatory levies and changing consumer habits. According to Britvic, November 2024, in the 'Preliminary Results 2024', the company highlighted that its strategic focus on healthier formulations resulted in an average of only 21 calories per serve across its entire portfolio.

Simultaneously, the cost-effectiveness and convenience of high-concentrate formats are driving adoption, particularly in an inflationary economic environment. Squash offers a superior price-per-serving ratio compared to ready-to-drink alternatives, making it an attractive option for budget-conscious families seeking value retention during periods of financial pressure. This economic resilience helps the category maintain volume even when discretionary spending tightens. According to Nichols plc, July 2024, in the 'Interim Results 2024', the Vimto brand reached its highest-ever UK annual retail sales value of £109 million, a milestone achieved despite sustained pressure on consumer spending. The broader category's strength is further evidenced by major player performance; according to Suntory Beverage & Food, in 2025, the company reported a 6.6 percent increase in revenue for the fiscal year ending December 2024.

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Key Market Challenges

The intense competition posed by the ready-to-drink (RTD) beverage sector stands as a substantial barrier to the growth of the Global Squash Drinks Market. Unlike squash, which necessitates dilution with water and the use of a mixing vessel, pre-mixed sodas and flavored waters offer immediate hydration that aligns perfectly with modern on-the-go lifestyles. This inherent convenience gap effectively locks squash products out of high-volume impulse purchase channels such as vending machines, convenience stores, and gas stations, where consumers prioritize speed and ease of use over cost-efficiency. Consequently, the category remains heavily dependent on in-home consumption occasions, preventing it from capturing market share in the lucrative immediate consumption segment that drives broader industry expansion.

This competitive disadvantage is exacerbated by the overwhelming market dominance and economic scale of the broader non-alcoholic beverage industry, which is primarily driven by RTD formats. According to the American Beverage Association, in 2024, the non-alcoholic beverage industry generated 324 billion dollars in direct economic impact within the United States, illustrating the formidable commercial power of the sector that squash competes against. This massive market presence allows RTD products to monopolize retail shelf space and marketing share, thereby limiting the visibility and physical availability of concentrate-based drinks in critical retail environments.

Key Market Trends

The rise of exotic fruit and botanical flavor infusions is fundamentally altering the market landscape, moving the category beyond its traditional association with simple hydration for children. Manufacturers are increasingly introducing sophisticated flavor profiles, such as elderflower, lime, and spiced berries, to appeal to adult palates and capitalize on the growing demand for premium, non-alcoholic beverage alternatives. This premiumization strategy not only revitalizes brand image but also drives volume growth by positioning squash as a versatile mixer for social occasions rather than just a budget staple. According to Nichols plc, March 2025, in the 'Preliminary Results 2024', the company's UK Packaged division reported a sales increase of 6.3 percent, a performance largely attributed to successful new product innovations and distribution gains in these evolving segments.

Simultaneously, the industry is undergoing a significant shift towards ultra-concentrated and eco-friendly packaging formats, driven by rigorous sustainability targets and consumer pressure to reduce plastic waste. Brands are reformulating syrups into higher concentrations to utilize smaller containers, thereby lowering transport emissions and material usage, while aggressively integrating recycled materials into their supply chains. This transition is becoming a key non-price competitive differentiator as major players align their operations with circular economy principles. According to Suntory Beverage & Food Europe, June 2025, in the '2024 Sustainability Report', the company successfully increased the use of recycled plastic across its portfolio to 47 percent, demonstrating the tangible impact of these environmental initiatives on packaging standards.

Segmental Insights

Based on comprehensive market research, the Mixed Fruit segment is identified as the fastest-growing category within the Global Squash Drinks Market. This robust expansion is primarily fueled by a rising consumer inclination toward blended flavor profiles that offer greater sensory complexity than traditional single-fruit variants. Furthermore, these multi-fruit concentrates are increasingly favored for their perceived health benefits, as they combine vitamins and antioxidants from diverse sources into one convenient product. Consequently, the segment’s ability to deliver both flavor innovation and functional nutritional value has secured its position as a primary engine of growth in the global beverage sector.

Regional Insights

Europe dominates the global squash drinks market due to a strong cultural tradition of consuming concentrated fruit cordials, particularly in the United Kingdom and France. This leadership is reinforced by widespread product innovation, as manufacturers reformulate products with natural ingredients to address rising health awareness and sugar reduction goals. Furthermore, strict adherence to safety standards established by the European Food Safety Authority regarding sweeteners and preservatives ensures high product quality. Consequently, established consumer habits combined with a favorable regulatory environment maintain Europe's status as the principal regional market.

Recent Developments

• In July 2025, Suntory Beverage & Food GB&I unveiled a comprehensive brand refresh for Ribena, updating the visual identity across its entire range of squash and ready-to-drink formats. This strategic initiative was backed by a £7 million investment into a new marketing campaign titled 'No Taste Like Home', which aimed to modernize the brand's heritage and resonate with contemporary consumer tastes. The packaging update featured more vibrant colouring to improve shelf visibility while retaining the recognisability of the long-standing soft drinks brand.
• In March 2025, Nichols plc introduced a new functional product line under its Vimto brand, titled ‘Vimto Wonderfuel’. This launch marked a strategic move into the breakfast occasion market, offering a squash fortified with Vitamins B, C, and D, as well as iron and zinc. The range, which included flavours such as Apple & Blackberry, Summer Fruits, and Mango & Orange, was developed with no added sugar to align with health-conscious consumer trends. The manufacturer supported this introduction with a £1.2 million marketing campaign to drive category growth.
• In October 2024, Britvic’s squash brand Robinsons engaged in a significant collaboration with Universal Pictures to celebrate the release of the film Wicked. As part of this partnership, the company launched two limited-edition flavours within its Double Concentrate range, named ‘Amazafying Citrus Twist’ and ‘Outstandiful Berry’. These products were designed to represent the film's main characters and were supported by an on-pack promotion offering consumers the chance to win themed merchandise and a trip to New York.
• In July 2024, the premium cordial brand Bottlegreen, owned by SHS Drinks, expanded its portfolio with the launch of a new ‘English Rose & Elderflower’ variant. This product was introduced exclusively to Waitrose stores for the year and was developed to offer a floral aromatic profile by combining English rose petal extract with hand-picked elderflowers. The launch was positioned to appeal to consumers seeking sophisticated, non-alcoholic drinking options, with the company suggesting it be served with still or sparkling water, or as a base for cocktail recipes such as a spritz.

Key Market Players

• Britvic plc
• PepsiCo Inc.
• The Coca-Cola Company
• Suntory Beverage & Food Ltd.
• Cott Corporation
• Refresco Group
• Keurig Dr Pepper Inc.
• AG Barr
• Kraft Heinz Company
• Nestlé S.A.

By Product Type	By Base Type	By Distribution Channel	By Region
Added Sugar No-added Sugar	Berry Citrus Fruit Tropic & Exotic Fruits Mixed Fruits Others	Hypermarkets/Supermarkets Convenience Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Squash Drinks Market, By Product Type:

• Added Sugar
• No-added Sugar

• Squash Drinks Market, By Base Type:

• Berry
• Citrus Fruit
• Tropic & Exotic Fruits
• Mixed Fruits
• Others

• Squash Drinks Market, By Distribution Channel:

• Hypermarkets/Supermarkets
• Convenience Stores
• Online
• Others

• Squash Drinks 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