Concentrates experienced strong value growth in 2021, the highest level of value growth in a decade, even as volume growth declined. Whilst much of this growth was due to the COVID-19 pandemic and associated lockdowns, it largely intensified trends that existed before the pandemic.
SodaStream was popular in Australia prior to the pandemic, particularly amongst consumers attempting to save money on carbonates whilst also encouraging environmentally sustainable consumption through reusing bottles. The ability to make your favourite soft drinks at home became increasingly attractive whilst in lockdown, since it now offers the additional benefit of reducing trips to the supermarket and the risk of exposure to COVID-19 that this presents.
Outside of Bickford’s and SodaStream-related brands, most liquid concentrates products and brands continue to be marketed towards families with children. Consumption consequently increased during lockdown since children spent more time at home.
After two years of the COVID-19 pandemic and lockdowns, Australians have developed new habits and new tastes. They have embraced learning to make cocktails at home, a practice that often involves the use of concentrates, and a habit that will continue once the bars are reopened.
Despite the baby boom of a decade ago – which turned out to be more of a baby blip – the Australian birth rate continues to decline, offering few growth opportunities for brands such as Cottee’s and Golden Circle, for which children are their primary target market. These opportunities are likely to become even rarer over the course of the forecast period.
Powder concentrates is expected to deliver strong growth as the economy and, particularly, the gyms reopen over the forecast period. Powder concentrates experienced solid growth prior to the pandemic, as young Australians developed a strong interest in being healthy and looking good.
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Understand the latest market trends and future growth opportunities for the Concentrates industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of liquid concentrates and powder concentrates.See All of Our Definitions
This report originates from Passport, our Concentrates research and analysis database.
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