The declining popularity of liquid concentrates, which is the more significant category overall, will result in further negative retail volume sales for the entire concentrate category in the forecast period. Concentrates are generally seen as artificially flavoured and sugar-laden soft drinks.
Liquid concentrates is set to continue losing popularity among local consumers and will see a significant fall in off-trade volume and value sales due to the continued consumer shift to healthier soft drinks categories and the shrinking consumer base. Liquid concentrates will continue to survive thanks to the loyalty of budget conscious consumers who tend to economise and trade down to cheaper soft drinks, with less importance attached to the quality and nutritional value of the beverages they consume.
Although still under pressure, powder concentrates will see marginal growth in off-trade volume sales as demand stagnates. Powder concentrates will see some benefit from consumers seeking to economise although this will favour lower-priced brands in the category.
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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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