The concentrates category has been a particularly notable victim of growing consumer concerns about the role of sugar consumption in a number of health problems, including obesity, type 2 diabetes, hypertension and fatty liver disease. Perceived as unhealthy due to the high level of sugar in its regular formats, the category faces strong competition from other products such as 100% juices and is expected to lose sales over the forecast period.
Although promotional campaigns and private label products pull down average unit prices, production costs are expected to remain high, particularly in the short term, driving up unit prices. In addition, and despite Sunquick’s sugar-free range being less expensive than its regular one and being expected to gain market share, its prices remain above the category average, further pushing up unit prices.
In the face of strong competition and declining consumer interest, manufacturers need to innovate and add value to their offers. A trend in other soft drinks categories, the addition of features targeting the prominent health and wellness trend, such as vitamin C supplementation, might emerge in the concentrates category.
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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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