Liquid and powder concentrates are diluted with water. The increased consumption of bottled water in 2017 and 2018 also benefited concentrates.
The increasing relevance of the health trend benefited two concentrates categories in particular: reduced sugar liquid concentrates and organic liquid concentres. Indeed, both product categories were perceived by consumers as an indulgent addition to water without any negative effects.
Powder concentrates continued to be purchased primarily by consumers engaging in sports-related activities. However, the category faced increasing competition from other soft drinks which provide a stimulus through natural ingredients, such as functional and flavoured bottled water.
As liquid concentrates are closely linked to bottled water, Teisseire, from the category leader, Britvic EMEA, looked to benefit from the trend towards bottled water. Britvic EMEA launched Teisseire Max in 2017.
Private label has a high share in liquid concentrates due to its ability to follow the trend set by leading brands in an efficient way. Indeed, private label offers as many flavours as brands, and has also developed zero-sugar liquid concentrates.
Belgian consumers of liquid concentrates are quite conservative when it comes to flavours. Indeed, grenadine continued to represent a large share of liquid concentrates in 2018, and remained particularly popular among children and young consumers.
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This industry report originates from Passport, our Soft Drinks market research database.