Concentrates were typically used as liquid enhancers; however, with the market being flooded by lower- priced products (such as flavoured water, vitamin water, flavoured milk and other natural products), consumers are gradually shifting to these products as they are convenient and can be consumed on the go. Demand for concentrates is slowing down in India due to changing consumer preferences towards natural, unprocessed and on-the-go beverages.
Powder concentrates that are positioned as hydration providers and vitamin and energy regenerators are becoming popular in India. Tang from Mondelez, which comprises vital vitamins and minerals and provides instant energy is one key product in powdered concentrates.
The offer of concentrates that contain fruit is expected to grow, as most companies plan to launch such products. Further, companies are expected to increase their portfolios of beverages with higher juice contents to obtain a lower tax rate under the GST regime.
Concentrates is a highly consolidated category in India with Pinoma International, Hamdard Wakf Laboratories and Hindustan Unilever accounting for nearly two thirds of off-trade volume sales. Local players including Haldirams, Vision Agro, Bharat Essene and Swaroop Foods are expected to report high growth with introduction of traditional flavours including rose-flavoured concentrates and concentrates flavoured with dry fruit.
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