Boston, MA -- (ReleaseWire) -- 06/18/2014 -- In 2013, off-trade value sales of concentrates grew by 10% to reach US$1.8 billion, while off-trade volume sales of liquid concentrates grew by 34% to reach 18 million litres. The liquid concentrates category continued to grow, after rising by 48% in 2011 and by 56% in 2012 in off-trade volume terms. After Kraft pioneered the reduced sugar liquid concentrates category with its MiO water enhancer in 2011, the entrance of new players to liquid concentrates in 2013 reinvigorated consumer interest in the category. Prior to MiO, demand for concentrates had been limited as consumers found powder concentrates to offer poor flavour as they rarely dissolved completely in water.
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Kraft Foods Inc remains the leading manufacturer of concentrates in the US in off-trade value terms, accounting for 61% of sales in 2013, down from 64% in 2012. The company saw its value share decline since its 2011 launch of MiO as other companies entered the reduced sugar liquid concentrates space. Kraft carries some of the most popular household brands in the category, including Crystal Light and Kool-Aid. The company has sought to retain its dominance in liquid concentrates with a number of products. The company introduced MiO Energy in December 2011, MiO Fit in January 2013, Crystal Light Liquid in February 2013 and Kool-Aid Liquid in April 2013.
At the time of research in autumn 2013, sales of concentrates were not expected to be strong over the forecast period. Sales of total concentrates were expected to grow by 1% in off-trade value terms at constant 2013 prices while sales of liquid concentrates only were forecast to grow by 33% in off-trade volume terms. The reduced sugar liquid concentrates category is expected to quickly mature over the 2013-2018 period, while steep declines in powder concentrates will be due to product cannibalisation.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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