According to figures released by Roy Morgan Research in the 12 months to June 2010, 31.0% of Australians over the age of 14 bought cordial in an average four-week period; by June 2014, this had decreased to 23.9%. Big-name brands such as Golden Circle, Extra Juicy and Cottee’s all lost buyers, while Coles cordial saw an increase from 1.7% to 2.0% and Cascade 0.6% to 0.7%. But without a doubt, the star performer was Bickford’s, whose sale rose from 3.2% in 2010 to 5.5% in June 2014. An increase of some 592,000 people.
“In a declining cordial market, Bickford’s stands out for its continued growth in popularity. Even more notably, the people buying it do not fit the usual image of the ‘typical’ family-focused cordial buyer.” Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research commented.
Ms Smith explained that compared to the typical cordial-buyer, Bickford’s buyers are more likely to agree with attitude statements such as ‘I like to drink wine with my meals’ and ‘I try to buy organic food whenever I can’ — both of which align well with Bickford’s own philosophy. Not only does the brand promote its cordial as ‘the ultimate mixer for behind the bar’ (positioning itself as an adult drink for those who enjoy a tipple), but it is also committed to pure production techniques and natural ingredients.
“Affluent, older and buying the cordial for themselves rather than for any children in the hous ehold, Bickford’s buyers are clearly attracted by the brand’s emphasis on quality, tradition (for example, their old-fashioned bottles) and natural flavours. The fact that Bickford’s is the only cordial that offers a lemon, lime and bitters flavour no doubt contributes to its popularity with this group too!” Ms Smith commented.