Liquid concentrates took the U.S. market by storm in 2011 with the launch of Kraft Foods’ Mio liquid water enhancers. In the three years following, major players including The Coca-Cola Co., PepsiCo Inc., Dr Pepper Snapple Group and Nestlé Waters North America entered the new segment. Today, the U.S. market offers more than 30 competing liquid concentrate brands with 150 variants, according to a report by Zenith International Ltd., Bath, U.K. It adds that consumption volume for the segment increased by 85 percent in 2013 to more than 700 million liters, and sales reached $412 million in the United States alone.
Considering the segment’s success in the United States, global market specialists at Zenith note that liquid concentrates could find international success in the United Kingdom, France, Germany, Italy and China, with the United Kingdom leading the pack.