The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMar 2017
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Flavoured Powder Drinks are a nearly USD9 billion category worldwide, encompassing chocolate drinks, nutrition-added malt drinks, as well as hot drinks in a wide variety of flavours, like strawberry and banana. Shifting demographics mean that these usually youth-oriented drinks are struggling in the ageing markets of the developed world, but have a promising future in young developing economies, like Indonesia.
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Although developed markets account for a sizeable share of sales of flavoured powder drinks, growth during the forecast period will come almost entirely from Latin America and Asia Pacific, which between them will account for 86% of global growth over 2016-2021. In particular, India, Brazil and Indonesia are markets to keep an eye on. Over half of value growth will come from these three countries.
In the majority of Euromonitor International researched markets, chocolate-based is the predominant form of powder drinks, although malt-based is the favourite in the fast-growing countries of Southeast Asia and the Indian subcontinent. Non-chocolate-based flavoured powder drinks are nowhere the most popular.
Thanks to its key brands Milo and Nesquik, Nestlé is by far the largest global player in the flavoured powder drinks category, with three times the sales of its closest competitor, and leadership in every region. Only a few areas escape Nestlé’s dominance. Those that do include the Indian subcontinent, where GlaxoSmithKline is the long-time leader, and northern Europe, where Associated British Foods is number one.
All forms of flavoured powder drinks are primarily aimed at younger consumers, and thus are affected by changing population trends. In Asia, this will be a boost to the category, while it will be a drag on growth in Western Europe and Latin America.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.