Boston, MA -- (SBWIRE) -- 06/13/2014 -- Concentrates is the smallest category in soft drinks in volume terms and is a category that seems to find it difficult to take off. The main constraint to growth is that these drinks are consumed mainly in summer as in this period the consumption of bottled water is quite high and in order to make the water taste more interesting and flavoursome, concentrates is added to it. In other seasons, these drinks are not in high demand. On the other hand, concentrates is appreciated at celebrations, such as weddings and anniversaries.
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The major companies operating in the category in retail value terms in 2013 were CTCA, Ben Arous, Best Brand, Ets Mehdi, Ruspina Madagros and Societe Hazem which jointly held an off-trade value share of 55%. These companies are local and consumers are familiar with their major brands and have developed a strong loyalty towards them.
It is unlikely that the consumption pattern for this category will change in the near future unless companies invest in communication and marketing activity to promote consumption of these drinks on a variety of occasions.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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