Concentrates in the Netherlands

PROSPECTS

Consumers are turned off by the sugar in concentrates

Consumers are now more aware than before that liquid concentrates also contain a lot of sugar, and this is a critical issue, especially for products that are aimed at children. As such, consumers are looking for alternatives that contain less sugar.

Temporary boost for concentrates from the heatwave

Liquid concentrates showed a positive development in off-trade current value and volume terms in 2018. However, the development of the category was mainly due to the unprecedented high temperatures in the spring and summer, with all records broken.

New players shake up the concentrates category

Concentrates is seeing a limited degree of product renewal and innovation. HJ Heinz is the leader in the category, and because of its strength there is less incentive for this company to invest heavily in the development of completely new products.

COMPETITIVE LANDSCAPE

HJ Heinz leads the way, but its long-term sales are under pressure

HJ Heinz was the largest player in concentrates in off-trade value terms in 2018. The company owns two of the biggest brands in this category: Karvan Cevitam and Roosvicee.

Riedel launches a direct challenge to the position of HJ Heinz

As Riedel Drankenindustrie took over innovative producer BB Drinks, it also acquired its concentrates activities, as well as its juice brands. BB Drinks had already proved to be a formidable challenger in the concentrates category with its Pickwick range, but in 2018 new owner Riedel also added a new fruit-based range under the Van de Boom brand.

Private label loses share due to new launches

Private label lost value share in concentrates in 2018. Sales were hampered by new launches such as Van de Boom, and the large number of price promotions, from Karvan Cevitam, for example.

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