One of the leading trends in 2018 continued to be homemade cocktails/lemonades, giving consumers the opportunity to create their own drinks at home. With many blogs and trade press articles offering recipes and changing flavours/mixes every year, individualisation is being encouraged, and as liquid concentrates are part of most mixes, they are becoming more attractive.
Powder concentrates, however, remained a category in decline in 2018. Private label accounted for well over a half of off-trade volume sales, with the rest of the category being rather fragmented.
SodaStream continued to lead concentrates in 2018 thanks to its strong presence in liquid concentrates. With the company being well-known for its drinks makers, it is also an established name in liquid concentrates.
With the ongoing individualisation trend, flavour remains a key area of focus, with manufacturers seeking to offer as many tastes as possible. Under its Tri Top brand, for example, DrinkStar introduced a cola-orange flavour in 2018, reminiscent of the famous German “Spezi” (a classic soda mix of cola and orange).
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This industry report originates from Passport, our Soft Drinks market research database.