Boston, MA -- (ReleaseWire) -- 06/18/2014 -- Kraft Canada Inc has effectively created a new category within liquid concentrates with its MiO brand introduction in mid-2012. Since then, MiO has added four new flavours and introduced MiO Sport (Arctic Grape and Berry Burst flavour with electrolytes) in July 2013, marking the first entry in fortified/functional liquid concentrates in Canada. While MiO was essentially unchallenged in 2012, numerous competitors entered the Canadian market in 2013, including Dasani Drops (February 2013), Nestle Nesfruta (July 2013) and Great Value (Wal-Mart Canada Inc private label in June 2013). In addition, Kraft introduced Crystal Light portable liquid concentrates in March 2013. New entrants vying for a share of MiO's success were the primary reason for the strong category growth in 2013, with liquid concentrates volume sales rising by 30% and value sales up by 48% from 2012.
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Overall, Kraft maintained its leadership in concentrates in 2013, with a 51% share of value sales. However, while in actual dollar and volume terms the company continued to see strong growth, in value share terms it saw a slight decline as there were new entrants in liquid concentrates and SodaStream Canada continued its expansion.
Portable liquid concentrates like MiO will remain the key demand driver for liquid concentrates during the forecast period. Portable liquid concentrates provide a new platform for a huge array of flavoured and functional concentrates going forward, and the category is expected to see a vast amount of new product innovations in 2013-2018. Sodastream liquid concentrates are expected to plateau by mid-2015, hampered by a limited channel presence. Liquid concentrates constant value sales are forecast to rise by a 10% CAGR in 2013-2018 as a consequence.
Product coverage: Liquid Concentrates, Powder Concentrates.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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