In 2018, concentrates recorded positive off-trade current value and volume growth due to the positive performance of liquid concentrates, which managed to reverse the negative trend earlier in the review period. 2018 witnessed further concentration of overall concentrates in the hands of several leading category players.
One of the main factors contributing to the solid performance of powder concentrates in addition to the decline in volume demand for sugar loaded liquid concentrates was the strong penetration of Cedevita and Cevitana, which are the two most significant powder concentrates brands in Macedonia. Both are perceived as high quality brands which contain fewer calories and sugar.
2018’s performance of liquid concentrates indicates that companies relied on price-sensitive Macedonians as a loyal consumer base, allowing them to achieve positive off-trade volume and value growth with the appropriate pricing strategies. These strategies led to stable sales of liquid concentrates and concentrates in general.
Fruktal Mak AD Skopje and its eponymous brand Fructal competing within liquid concentrates maintained its lead in off-trade value share terms in 2018. Due to its private label Rio within liquid concentrates, KAM doo led concentrates in 2018 in off-trade volume terms gaining further share, while ranking third in off-trade value terms.
In 2018, Atlantic Trade Skopje dooel, a subsidiary of the Croatian company Atlantic Grupa dd, maintained a solid lead within powder concentrates, gaining further off-trade value share due to the strong position of its brand Cedevita. This renowned regional powder concentrates brand continued to enjoy significant visibility and high brand awareness amongst local consumers.
Liquid concentrates faced a shortage of significant brands and lost one brand (Vitaminka Safari) in 2017. As a result, the category witnessed limited competition, although in reality this did not reflect negatively on value sales due to its significant unit price.
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