Liquid concentrates remained in decline in both off-trade volume and value in 2018. Liquid concentrates saw the strongest decline in both off-trade value and volume within concentrates in 2018.
The growth of the cocktail culture in Australia is inspiring more consumers to experiment with different beverage products. The growth of cocktail culture is also reflected in the growth of craft products, both within alcoholic and non-alcoholic drinks.
Three key brands led powder concentrates in 2018 – Powerade, Gatorade and Staminade. Consumers are likely to seek out these powders to help support their hectic and active lifestyles.
Schweppes Australia maintained a relatively steady off-trade volume share in concentrates over the review period. On the other hand, the company saw its value share decline over the review period.
Bickford’s cordial is the number two brand in value share terms in concentrates. Growth of the brand was supported by consumers seeking out more premium concentrates.
The company’s Golden Circle brand was the number three band in value sales terms in 2018. However, consumers are turning away from more traditional concentrates such as Golden Circle in their efforts to limit their sugar intake.
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