Like most soft drinks, the majority contribution for concentrates comes from three to four months during the summer. In 2020 and 2021, the COVID-19 lockdowns overlapped with the summer season, thereby limiting volume growth slightly.
The demand for products with added health benefits is on the rise. The leading company in concentrates, Pioma Industries, has therefore been formulating products that cater to the health and wellbeing trends.
Ayurveda-influenced concentrates started gaining popularity in recent years, but COVID-19 accelerated their growth. As prevention has come to the fore regarding consumers’ approach to health due to the disease, Ayurveda is no longer considered a pharmaceutical approach.
Concentrates is not the most popular soft drinks category, with these products mainly being targeted towards price-conscious consumers. This consumer cohort was also the hardest-hit during the pandemic, which forced consumers to re-evaluate their priorities.
The health and wellness trend will continue to strongly influence concentrates, as COVID-19 has accelerated the demand for immunity-boosting products. Ayurveda-based liquid and powder concentrates from brands such as Kapiva Ayurveda, Patanjali and Sri Sri Tattva are expected to build a presence in concentrates in India over the forecast period.
In addition to the convenience and low cost of concentrates, consumers appreciate their versatility. A primary advantage of concentrates is that not only can they be mixed with water, but they can also be used in the preparation of ice sweets, jelly, custard, mocktails, and others.
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Understand the latest market trends and future growth opportunities for the Concentrates industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Concentrates
This is the aggregation of liquid concentrates and powder concentrates.
See All of Our DefinitionsThis report originates from Passport, our Concentrates research and analysis database.
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