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Strategy Briefing

Flavoured Powder Drinks in 2017: Confronting an Ageing World

51 pages, Mar 2017

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

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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.

Developing Asia and Latin America are the key areas of global growth

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.

Chocolate-based drinks are popular in more markets, but malt-based drinks are growing faster

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.

Nestlé is dominant globally, with some notable exceptions

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.

Demographic changes exert a significant influence on the category

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.

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Introduction

Scope

Euromonitor International definitions

Definitions (continued)

Key findings

Category Overview

Flavoured powder drinks are only a small part of hot drinks

Europe and Latin America dominate current consumption

Increases in population and GDP drive category forward globally

Malt-based drinks in Asia are the key area of growth

Apart from India, Brazil and Indonesia drive global growth

Powders are inelastic compared to other hot drinks

Inelasticity means that growth is usually stable but slow

Health positioning is an important category attribute

Chocolate beats malt-based in most areas

A brief note on non-chocolate-based flavoured powder drinks

Key takeaways

Demographics

Population growth is keeping the category moving forwards

A majority of the world’s young people live in Asia

Most children are being born in the Middle East and Africa…

demographics

…owing to high birth rates in much of Africa

Could the category take advantage of this African growth?

The example of Nigeria suggests that African growth will be difficult

Latin America’s demographics pose a major challenge

A demographic case study: Mexico

Competitive Landscape

The category is quite consolidated at a global level

Global companies on top, but national companies are also strong

Nestl é usually rules where there is no big local company

Outlook for the key players

Chocolate-Flavoured Powders

Europe and Latin America dominate chocolate drinks

Appeal that goes beyond children makes Brazil the largest market

Stagnation in the big chocolate drink markets of Western Europe

Cola Cao tries to diversify away from an ageing Spain

While Nesquik’s dispersed sales continues to grow

Malt-based Powders

India is the centre of the global malt-drinks market

Outside India, Southeast Asia is the key area

Southeast Asia is dominated by Nestl é’s Milo

Associated British Foods rarely leads, but has wide footprint

Emerging Trends

Focusing on both body and mind

Powders as energy drinks for children

Making chocolate appeal to mature consumers

Anti-sugar trends pose a threat going forwards

Could the future lie outside of the powder format?

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Megatrends

Strategy Briefing

Flavoured Powder Drinks in 2017: Confronting an Ageing World

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Developing Asia and Latin America are the key areas of global growth

Chocolate-based drinks are popular in more markets, but malt-based drinks are growing faster

Nestlé is dominant globally, with some notable exceptions

Demographic changes exert a significant influence on the category

Want to find out more about this report?

Table of Contents

Introduction

Scope

Euromonitor International definitions

Definitions (continued)

Key findings

Category Overview

Flavoured powder drinks are only a small part of hot drinks

Europe and Latin America dominate current consumption

Increases in population and GDP drive category forward globally

Malt-based drinks in Asia are the key area of growth

Apart from India, Brazil and Indonesia drive global growth

Powders are inelastic compared to other hot drinks

Inelasticity means that growth is usually stable but slow

Health positioning is an important category attribute

Chocolate beats malt-based in most areas

A brief note on non-chocolate-based flavoured powder drinks

Key takeaways

Demographics

Population growth is keeping the category moving forwards

A majority of the world’s young people live in Asia

Most children are being born in the Middle East and Africa…

demographics

…owing to high birth rates in much of Africa

Could the category take advantage of this African growth?

The example of Nigeria suggests that African growth will be difficult

Latin America’s demographics pose a major challenge

A demographic case study: Mexico

Competitive Landscape

The category is quite consolidated at a global level

Global companies on top, but national companies are also strong

Nestl é usually rules where there is no big local company

Outlook for the key players

Chocolate-Flavoured Powders

Europe and Latin America dominate chocolate drinks

Appeal that goes beyond children makes Brazil the largest market

Stagnation in the big chocolate drink markets of Western Europe

Cola Cao tries to diversify away from an ageing Spain

While Nesquik’s dispersed sales continues to grow

Malt-based Powders

India is the centre of the global malt-drinks market

Outside India, Southeast Asia is the key area

Southeast Asia is dominated by Nestl é’s Milo

Associated British Foods rarely leads, but has wide footprint

Emerging Trends

Focusing on both body and mind

Powders as energy drinks for children

Making chocolate appeal to mature consumers

Anti-sugar trends pose a threat going forwards

Could the future lie outside of the powder format?

Recommendations

Recommendations by category

Why buy this report?

Want to find out more about this report?

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