Liquid concentrates previously dominated the concentrates category, but failed to follow consumer trends and remained at the same point in terms of innovation. At the same time, powder concentrates have seen significant creativity in the launch of new products.
Concentrates’ key unique selling proposition is their low prices. In RTD terms, overall they have the lowest unit price per litre among all soft drinks.
Once converted to RTD volume, consumption of concentrates ranks close to the largest soft drinks categories, like bottled water and carbonates. Liquid concentrates are often purchased to be used at social events like parties, or when receiving guests at home.
Cedevita, the leading brand in concentrates, has been around for almost 50 years, but took off after being acquired by Atlantic Grupa dd in 2001. The company skilfully positioned Cedevita, which is a powder concentrate, as a sort of vitamins and dietary supplements product in liquid form.
It seemed as if liquid concentrates were on the verge of a breakthrough earlier in the review period, as small local manufacturers started to launch interesting new products using local ingredients, and it appeared that the big manufacturers might follow them. Innovations have, however, been less significant since then.
Approaching its 50th anniversary, Cedevita has announced a revamp of its recipe, even drawing money from some European funds to help with the research. Nothing has come out in public yet, so either no breakthrough has been made or the company is saving the launch for its 50th anniversary.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Concentrates industry in Croatia 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 Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Concentrates in Croatia market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Soft Drinks market research database.