Concentrates registered fast growth in 2020 due to the convenience of concentrates during lockdown, and some initial stockpiling. During this time, the category took advantage of convenience factors in terms of storing concentrates in comparison with bulky bottles of RTD soft drinks.
Despite some Portuguese consumers having found concentrates convenient in 2020 due to caution and restrictions, the category is actually very small in terms of sales in Portugal. Many local consumers have not formed a habit of preparing and drinking concentrates, with the category struggling from lack of awareness.
The pandemic has heightened health awareness amongst the Portuguese, with many consumers searching for perceived healthier and more natural products. As a result, the ongoing trend of consumers increasingly trading sugared soft drinks for reduced sugar alternatives, which was already emerging pre-pandemic, has been intensified in 2021.
Concentrates is expected to continue to struggle to attract consumers during the forecast period. The category is already unpopular in Portugal with a very low rate of penetration.
An increasing number of consumers are concerned about the effects of sugar consumption on their health. In a category perceived to offer high sugar content products, growth opportunities could stem from an expanding offer and visibility of reduced sugar options.
Concentrates is generally being negatively impacted by the health and wellness trend, in both liquid and powder formats. Nevertheless, within powder concentrates, sports drinks offers some potential for growth.
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Understand the latest market trends and future growth opportunities for the Concentrates industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of liquid concentrates and powder concentrates.See All of Our Definitions
This report originates from Passport, our Concentrates research and analysis database.
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