The classic Cottee's cordial commercial and famous jingle 'My Dad picks the fruit that goes to Cottee's, to make the cordial that I like best'

EXCLUSIVE

IT’S official: cordial is dead.

Once a childhood staple, shoppers are abandoning Aussie icon Cottee’s and other colourful cordials in droves, new data has revealed.

According to Nielsen Homescan, cordial sales in Australia have collapsed, fewer households are buying the sugary syrup, and younger shoppers in particular are turning away.

In the 12 months to October 2015, cordial sales declined 5.8 per cent by value and 11.2 per cent by volume, with sales eroding at a much higher rate than the previous year.

In the 12 months prior, cordial sales declined 4.1 per cent by value and 1.6 per cent by volume.

Meanwhile, cordial penetration is now at 53.7 per cent of households, compared with 56.1 per cent in 2014 and 58.7 per cent in 2013.

The cordial category is now worth $164 million, according to Nielsen. “The lost cordial shoppers are more likely to be under 35 when compared to average cordial shopper,” a spokeswoman said.

Nutritionist and dietitian Dr Joanna McMillan said it was “music to my ears”.

“People don’t realise just how much sugar they’re adding even with just a splash of cordial,” she said. “Because it’s so concentrated, even a small amount is the same as a sugar-sweetened soft drink.”

Dr McMillan said because cordials have been so much a part of Australian culture, until now they have “flown under the radar a bit”.

“We’ve got people who are now adults and parents themselves who had cordial when they were kids,” she said. “If under 35s are stopping, that does show the message around sugar-sweetened drinks is getting through.”

According to market research firm Euromonitor International, cordial consumption declined from 5.46L per capita in 2012 to 5.23L per capita in 2013.

Research analyst Emily Cox has previously told news.com.au that ready-to-drink tea and bottled water were the big winners in the shift away from sugar.

“Liquid concentrate — cordial — has been one of the hardest hit due to the perception that it is a sugar-laden product with a lack of functional benefits,” Ms Cox said.

Anecdotal evidence suggests Coles and Woolworths have been gradually reducing their cordial shelf space as consumers turn away.

A Woolworths spokesman said: “We currently maintain shelf space for this particular category. The majority of our stores include two bays.

“Woolworths provides a variety of cordial products for our customers to pick up at their local supermarket and we are seeing an increase in popularity of premium cordial brands which are mainly used as mixers.”

Coles would not comment on how much shelf space it allocates to cordial.

“Customers are looking for healthier options for themselves and their families, and in turn are seeking out products that contain less sugar or no added sugar,” a spokesman said.

“In line with this trend, our health food range is becoming increasingly popular with products like quinoa, coconut water and superfood mueslis continuing to top the charts.”

To read Cottee’s response click here.

frank.chung@news.com.au