Liquid water enhancers grow 85% and go international
A new report by global market specialists at Zenith International concludes that the United Kingdom, France, Germany, Italy and China offer the greatest prospect for liquid water enhancers after their success in the United States since they were first launched in 2011.
Pocket-sized packs of super-concentrated syrups did not exist until Kraft Foods Group introduced MiO in March 2011. By the end of 2013, the US market alone was worth $412 million, with dedicated fixtures in many stores.
The Zenith report finds the United States now has in excess of 30 competitors with 150 variants. It estimates that consumption grew by 85% in 2013 to more than 700 million litres, taking over 10% of the total market for dilutable concentrates and powders. Brands from Kraft Foods Group hold a dominant market share, followed by supermarket private labels.
Assessing 85 countries for their future potential, Zenith analysts considered West Europe to have the most promise, led by the United Kingdom.
“There is no reason why this should not become a $1 billion international market by 2015, with launches in at least ten other countries this year,” commented Zenith Chairman Richard Hall. “A year ago, we predicted 50 product variants would be available in Europe by the end of 2014 and that could well be exceeded.”
The 2014 Zenith Report on Global Liquid Water Enhancers contains 86 pages of US market commentary, charts and tables together with market opportunity assessments for China, France, Germany, Italy and the United Kingdom. Call Zenith International on +44 (0)1225 327900 or e-mail email@example.com.
Note for Editors:
- One chart is attached for publication.
- For further information, please contact:
Karen Wells or Christina Fritts, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901