The UK soft drinks market is thriving, currently valued at over £13 billion, with milkshakes contributing a substantial £650 million to that figure. Once seen as a niche indulgence, milkshakes are now a dynamic category, evolving in response to shifting consumer habits and broader lifestyle trends. Nicola West, head of frozen milkshake brand F’real, shares her perspective on how milkshakes are evolving within the soft drinks market.

Milkshakes have always held a special place in consumers’ hearts as a nostalgic treat. But today, they are more than just a sweet indulgence – they are becoming a convenient, on-the-go option for busy lives.

Increasingly, consumers are picking up a shake not only to satisfy a craving but also to fit into their daily routines. Whether it’s a long drive, a hectic commute or a quick break between errands, milkshakes are emerging as the perfect pick-me-up.

Historically, many purchases have come from convenience retailers like One Stop and Co-op, enjoying the grab-and-go experience. More recently, the growth of delivery platforms such as UberEats and Deliveroo has added another route to purchase, allowing milkshakes to reach consumers at home.

This expansion into delivery doesn’t replace the in-store experience, it complements it. In fact, in-store remains the main channel, particularly where the purchase is part of an interactive or personal moment.

Nostalgia and consumer choice

In our digital-first, health-conscious era where smartwatches nudge us to take more steps and apps track every bite, treats still hold an essential place in our routines. We can’t be 'good' all the time, and indulgent moments offer comfort, joy and a sense of escape. Milkshakes deliver exactly that. They are a reminder that balance is key, and that a little indulgence can go a long way in brightening someone’s day.

Nostalgia plays a powerful role in consumer decision-making. While innovation in flavour is important, the best-sellers remain the timeless classics: strawberry, chocolate and vanilla; the triple threat no milkshake menu should be without. These flavours evoke memories of childhood, simpler times and familiar comforts.

Trend reports also highlight the rise of nostalgic NPD, with launches inspired by retro favourites gaining traction across categories.

Another strength of milkshakes is their versatility. They are not confined to a single occasion – they’re enjoyed mid-morning, at lunch or as an evening treat. Lunchtime, however, stands out as the key ‘milkshake moment,’ with over a third of purchases occurring between 11am and 3pm.

This midday window is a prime opportunity for consumers to pause, recharge and indulge, whether it’s part of a daily routine or a Friday reward. For some, it’s a ritual; for others, it’s a spontaneous celebration of that halfway point in the day.

The broader soft drinks market is also seeing dynamic growth, especially in frozen and chilled beverages. Smoothies and fruit-based drinks are leading the charge, reflecting a growing demand for refreshment that feels both indulgent and wholesome.

Innovation on the horizon

Looking ahead, category innovation opportunities are endless. Whether its expanding flavour ranges, exploring functional or plant-based options, and trialing new formats to enhancing the in-store experience, brands must stay ahead of the curve. This means paying close attention to consumer behaviour, monitoring wider market trends and exploring new approaches within the category.

Indulgence often resonates most when it remains simple, satisfying and accessible. In today’s fast-paced and digitally driven world, those moments of indulgence matter more than ever. For the wider soft drinks market, milkshakes are thriving rather than just surviving, reflecting consumer appetite for flavour, fun, and the freedom to treat themselves.