Various alternative drinks are available now for consumers to offer refreshment or indulgence, thus they are less likely to choose concentrates. Consumers are turning to juice, even 100% juice, for authenticity.
Fewer players pay attention to this category and fewer new products are introduced to consumers resulting in loss of popularity. Big players are less confident about concentrates, and they either exit the category or simply rely on existing product portfolios.
Despite concentrates losing popularity, Mondelez remains in its leading position. Tang from Mondelez was involved in a package upgrade and flavour expansion to attract children as their target groups.
Small local players focus on regional markets with competitive pricing and distribution in lower-tier cities, which helps maintain sales of concentrates. Concentrates in China is relatively fragmented and dominated by local brands with lower average unit prices especially in lower-tier cities, which currently provide the main consumer base for concentrates.
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This industry report originates from Passport, our Soft Drinks market research database.