Powder concentrates remained the major category in concentrates in 2021, accounting for 97% of off-trade volume sales in RTD volume terms. This category is mainly presented in the form of kisel (traditional Russian drink based on berries and starch sold both in powder and liquid concentrates formats), with kvass (traditional fermented drink) powder concentrates being the other popular option.
Liquid concentrates remains a niche category, posting single digit growth in retail volume terms in 2021. Consumers do not see the benefit of liquid concentrates which are more expensive than powder concentrates in RTD terms.
Concentrates remains highly fragmented. Russkiy Produkt OAO leads powder concentrates, and the category as a whole, thanks to the extensive, wide-ranging distribution of its products.
Concentrates is expected to continue recording modest gains in retail volume terms over the forecast period. The category is set to continue in its struggle to attract the attention of younger consumers due to a lack of manufacturer investment in product innovation and marketing support, which will prevent it from overcoming an old-fashioned image.
The growing strength of the health and wellness trend, reinforced by the experiences of the COVID-19 pandemic, will serve as an increasingly important barrier to the development of concentrates during the forecast period. Increasing awareness of sugar’s role in the development of a wide range of health conditions will dampen demand, with the association of sugary drinks with childhood obesity providing a significant obstacle to the expansion of the consumer base through the development of sales to parents.
The consumer desire to experiment, as well as the growing popularity of craft/artisan drinks and unusual tastes and ingredients could offer some opportunities for the development of liquid concentrates through the foodservice channel. A wide variety of flavours based on fruits and berries (eg strawberry, lime juice etc) and herbs (eg lavender, sugarcane etc) could allow foodservice operators to create interesting and refreshing drinks that are not widely available in packaged carbonates and which do not require the purchasing of large supplies of fresh ingredients.
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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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