Concentrates continued to lose relevance in 2018 due to several factors, for example consumers adopting healthier lifestyles, the impact of traffic light labelling and the natural migration of consumers towards RTD beverages. The continuous launch of, and marketing support for, healthier products, alongside increased media coverage of the battle against sugar, colourings and artificial flavourings, have negatively affected the category.
Powder iced tea remained the most important product in concentrates in 2018. However, since 2015, powder iced tea and RTD tea have both fallen out of favour as consumers became aware of their high sugar content, with this naturally affecting concentrates as a whole.
For home consumption, many consumers are again starting to make their own juices. The affordability and availability of fresh fruit all year round in the country has also affected the concentrates category because consumers, especially housewives who spend a lot of time at home, would rather prepare juice from scratch because they have the time to do it, it is more affordable and they know they are giving their families something completely natural.
Quala Ecuador continued to dominate concentrates in 2018. The company owns two of the category’s leading brands, JugosYá in powder juice and SunTea in powder iced tea.
The last innovations seen in concentrates were back in 2015. Over the last three years the category has been adversely impacted by both a lack of innovation and a drop in marketing investment from the leading manufacturers, which have instead focused on RTD categories, some of which are also seeing a decline in popularity.
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This industry report originates from Passport, our Soft Drinks market research database.