Executive Summary

Mar 2019
PROSPECTS
Liquid concentrates is being negatively impacted by alternatives

After a rapid surge in the consumption of liquid concentrates during the review period, thanks to the extraordinary performance of Mio, the category gradually shifted towards stability. Consumers who were attracted to the portability and affordability of liquid concentrates gradually changed their preference towards alternatives, becoming interested in more natural and authentic beverage options.

Powder concentrates is not trendy any longer

Millennials, one of the most important consumer segments in soft drinks, are not interested in powder concentrates as their parents previously were. This stems from the fact that there were very few product launches during the last five years, which made the category unable to keep engaged with the younger generation.

The upcoming regulatory changes are expected to impact sales

New regulations are set to change the market environment and pose an even greater threat to sales of concentrates. For example, concentrates might be subject to front-of-package nutrition labelling, which aims to highlight products high in sugar, sodium and saturated fats.

COMPETITIVE LANDSCAPE
Kraft Heinz Canada remains the indisputable leader

Kraft Heinz Canada owns the Mio and Crystal Light brands in liquid concentrates, which according to trade sources are determining the fate of the category. The company has consistently maintained its lead thanks to the launch of new brands and variants covering most segments, such as its leading brand Crystal Light, launched in 2013, targeting females, and the line extension Mio Sports, introduced to Canada in 2015.

As concentrates matures, fewer players are interested in the category

Key multinational soft drinks players, including Coca-Cola and Nestlé Canada, are becoming less interested in concentrates, as the category is not considered big enough, and there is no prospect of substantial growth. Even Kraft Heinz Canada, as the leader, is not giving the category the resources, support and priority that it used to provide in the early stages.

Speciality concentrates seem to have potential for growth

Despite the slowdown in liquid concentrates and rapid decline in powder concentrates, speciality drinks present growth opportunities. One area is natural and clean energy drinks, as exemplified by the brands BioSteel and NorthStar Organics, which offer powder concentrates-based energy drinks.

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Concentrates in Canada

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Overview

Discover the latest market trends and uncover sources of future market growth for the Concentrates industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Concentrates industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Concentrates in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Concentrates in Canada?
  • What are the major brands in Canada?
  • Who are the key consumers of concentrates in Canada?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Concentrates in Canada - Category analysis

HEADLINES

PROSPECTS

Liquid concentrates is being negatively impacted by alternatives
Powder concentrates is not trendy any longer
The upcoming regulatory changes are expected to impact sales

COMPETITIVE LANDSCAPE

Kraft Heinz Canada remains the indisputable leader
As concentrates matures, fewer players are interested in the category
Speciality concentrates seem to have potential for growth

CATEGORY DATA

Concentrates conversions
Summary 1 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 2 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 3 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 9 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 10 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 11 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 14 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 15 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 16 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Soft Drinks in Canada - Industry Overview

EXECUTIVE SUMMARY

Consumers are looking for unique and interesting experiences
Concerns about calorie and sugar intake continue to hamper growth
Pricing and distribution remain the focus of multinational giants
Calorie reduction and natural claims are central themes of NPD
Moderate growth is forecast for the coming years

MARKET DATA

Table 17 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 21 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 25 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 26 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 27 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 28 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 29 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 30 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 31 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 32 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 33 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 34 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 35 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 36 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 37 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 38 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 39 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 45 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 47 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 48 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 49 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Canada
Trends

SOURCES

Summary 2 Research Sources