Concentrates looks set to continue contracting in off-trade volume terms over 2024-2025. This is partly because consumption patterns are still normalising in the wake of the pandemic, but also reflects the likelihood that price hikes and shrinkflation will persist for some time.
As is the case across soft drinks in the Netherlands, health and wellness will be a focal point for new product development activity in concentrates over the forecast period. Most notably, the category is expected to see the introduction of more reduced sugar and sugar-free options by both established manufacturers and new entrants.
United Soft Drinks overtook HJ Heinz to become the leading player in concentrates in volume terms in 2022. While this was mainly because demand for HJ Heinz’s Karvan Cevitam fell sharply after its pack size was reduced and its price increased, United’s ascension to the top spot also reflected rising appreciation for the value-for-money proposition of its Raak brand among Dutch consumers experiencing falling purchasing power due to stubbornly high inflation.
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Concentrates
This is the aggregation of liquid concentrates and powder concentrates.
See All of Our DefinitionsThis report originates from Passport, our Concentrates research and analysis database.
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