Opinions differ on the outlook for liquid concentrates, which almost monopolises sales within concentrates. For some manufacturers, rising off-trade sales, strong product launch activity and the dynamism of on-trade sales within concentrates are good omens.
Continued innovation regarding packaging (PET bottles and convenient closures), original flavours and natural ingredients should help to maintain off-trade sales within liquid concentrates. However, as in many other soft drinks areas, consumers are looking for low calorie options and more authentic and natural products.
The fate of powder concentrates is expected to be different due to the area’s differing products and consumers compared with liquid concentrates. Indeed, sales of powder concentrates are almost exclusively dominated by electrolyte powder concentrates for isotonic drinks such as Isostar and more specialised and less well-known brands.
Britvic continues to lead sales in concentrates at GBO level due to the popularity of the local Teisseire brand (NBO: Teisseire France). The company consolidated its leading position in 2018 due to strong advertising and promotional support for Teisseire, as well as the success of its premium authentic Moulin de Valdonne brand (NBO: Fruité Entreprises), which offers a range of organic variants.
Georges Monin and Antésite & Noirot both posted double-digit value growth in 2018. Both companies are French, independent and specialise in premium and natural liquid concentrates.
Owing to a well-established presence in mainstream chains of sport stores such as Decathlon and even supermarkets/hypermarkets, Isostar remains the undisputed leader in sports powder concentrates. Thanks to strong brand equity and wide distribution, Isostar is often the first choice for new consumers.
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This industry report originates from Passport, our Soft Drinks market research database.