Concentrates, both liquid and powder, are generally seen as artificially flavoured and sugar-laden soft drinks. Albeit refreshing and traditionally popular, leveraging claims of vitamin fortification to mask their content of sugar and additives, more consumers than ever before are associating powder concentrates with a poor health image.
While off-trade value sales of concentrates declined at the end of the review period, sales in the on-trade increased. Powder concentrates is the only format available in the on-trade, penetrating the channel only recently as the off-trade started to show signs of maturity.
While product quality is a major issue for concentrate manufacturers to address in the long run, the weather is a more powerful factor affecting short-term performance. This is especially true for powder concentrates, which are seen by consumers as some of the most refreshing soft drinks, with demand soaring during hot weather and slumping when the weather is cold.
Atlantic Grupa continued to dominate concentrates in Bosnia-Herzegovina in 2018. The company, which offers the Cedevita brand, pioneered powder concentrates in the region.
As the runner-up to Cedevita in concentrates as a whole and the leader in liquid concentrates, Fructal is another large regional brand. Indeed, Fructal recorded the biggest increase in value share in concentrates in 2018.
The leading domestic manufacturer in concentrates, Frukta Trade, recorded solid value sales growth over much of the review period, including in 2018. The company’s focus is on liquid concentrates.
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This report originates from Passport, our Concentrates research and analysis database.
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