The concentrates category in Peru entered 2025 with a structural decline, driven primarily by changing consumption habits and the growing appeal of competing soft drink categories that better align with current health, convenience, and lifestyle trends. Consumers are increasingly shifting toward beverages that require no preparation and offer more contemporary value propositions, such as bottled water – particularly flavoured variants – and affordable carbonated and juice options. These alternat

Sales of concentrates are seeing low, stable, positive volume growth in Finland in 2025, with value stronger as supported by high unit prices for popular fortified variants. Within this, powder concentrates is the best-performing category.

Growth in off-trade RTD volume sales of concentrates in Israel in 2025 was modest but marginally improved from 2024. With still-elevated inflationary pressures continuing to drive up unit prices across the local soft drinks market and erode purchasing power, the category’s value-for-money proposition helped to maintain steady demand. It also continued to profit from high birth rates and the country’s youthful demographic profile, as these products have traditionally been most popular among famil

Concentrates is limited by lack of familiarity and appeal, with only a limited range of products available in Ukraine. Traditional products like kysil (kisel) are popular among older consumers, but generally these soft drinks are considered outdated by younger consumers. There is some scope for future growth in sports and energy powder concentrates.

Concentrates is seeing volume sales decline as these products are seen as outdated and out of synch with prevailing consumer health trends. Furthermore, the need to prepare these products means that they are struggling to meet the consumer demand for convenience in the midst of ever more hectic modern lifestyles.

In Turkey, off-trade RTD volume sales of concentrates declined in 2025 due to health concerns and increasing prices, which diminished consumer interest. However, the introduction of new liquid concentrate flavours and the category's affordability for lower-income households provided some support. Powdered concentrates performed relatively better because of its wide variety of flavours and low cost, though liquid concentrates continued to be more appealing to younger, urban consumers. On-trade sa

In 2025, concentrates in Hungary remained supported by their core strength: delivering affordable volume at a time when many other soft drinks categories are still carrying elevated unit prices. Even as overall soft drinks inflation slowed and consumers gradually became less price-sensitive, concentrates retained a clear price-per-litre advantage compared with ready-to-drink alternatives. This value positioning, combined with deep product awareness and a strong tradition of at-home dilution, hel

Over 2025, off-trade RTD volume sales of concentrates in the US are projected to grow strongly, and in line with 2024. Concentrates are perceived as cost-effective alternatives to other soft drinks, facilitating a notable migration of consumers away from juice, sports drinks and other RTD categories. In particular, powder concentrates stand out for their economic advantages, delivering superior value in terms of cost per litre. Even as consumers explore more premium offerings, the price per litr

Concentrates saw marginal off-trade RTD volume growth in 2025, but liquid concentrates declined due to poor health perception and being old-fashioned. Powder concentrates, however, was more dynamic, driven by innovations like waterdrop and a health and wellness focus. The forecast anticipates overall volume decline, yet powder concentrates is still expected to see slight growth. New technologies and external competition (AirUp) are emerging to compete, while sustainability offers opportunities.

In 2025, concentrates in Colombia continued to face a challenging environment marked by declining demand and limited innovation. Powder concentrates – by far the dominant format – were strongly affected by ongoing economic pressures on low-income households, who historically represent the core consumer base for these products. Even though inflation has eased compared with previous years, purchasing power remains strained, compelling families to prioritise essential goods over discretionary or lo

Competition from juice drinks is hampering volume sales of concentrates in Egypt, with juice drinks the preferred choice for many budget-conscious consumers.

Concentrates is seeing sales bolstered by budget conscious consumers turning away from more expensive soft drinks, such as juice, due to challenging and uncertain economic conditions. In this context, it is notable that the private label segment is gaining share, attracting consumers looking for the most affordable prices.

In 2025, concentrates continued their long-term downward trend, with declining volume sales reflecting shifting consumer preferences across the Czech soft drinks landscape. While affordability remains a defining theme in the wider market, the concentrates category struggles to retain relevance as younger consumers gravitate towards ready-to-drink products that offer convenience, stronger flavour experiences, or a better alignment with health and wellness expectations.

Concentrates in South Africa is recording steady retail volume growth in 2025, supported by affordability pressures, household consumption needs and the versatility of liquid formats. Liquid concentrates is the most dynamic component of the category, benefiting from cost-effective preparation, broader flavour ranges and strong availability in supermarkets and discount retailers. By contrast, powder concentrates shows only marginal increases, constrained by limited innovation, weaker quality perc

Concentrates has seen a polarised performance in 2025 with liquid concentrates benefiting from their value and convenience while powder concentrates continues to face stiff competition from sports drinks. Liquid concentrates have become versatile products suitable for diluting with water or being used as mixers at home and through the on-trade. Despite this, leading brand Calpis is under pressure to reach out to a new demographic due to Japan’s rapidly declining birth rate.

Concentrates saw minor off-trade RTD volume growth in Thailand in 2025, hampered by structural weaknesses, reliance on vulnerable small-scale vendors, and a significant shift towards health-conscious consumer choices. Consumers increasingly favoured natural, premium ready-to-drink beverages over traditional, high-sugar concentrates. The category remained highly concentrated, with established players like Nestlé and Unilever dominating, and competition from smaller brands intensifying. Small loca

Concentrates in China registered solid growth in 2025, driven by the rising popularity of coffee concentrates. With coffee culture gaining traction in China, consumers are drawn to the quality and convenience of these products. Luckin Coffee uses 100% Arabica beans and cold-brew processes, appealing to quality-conscious consumers.

Off-trade volume sales of both liquid and powder concentrates have declined in 2025 with a lack of significant innovation and an increasingly unhealthy image weighing on the category’s growth and development. Despite these challenges there have been some bright spots, such as the rising interest in coffee concentrates and products with a sport and wellness positioning.

Concentrates saw limited volume growth in 2025 as consumer interest wanes and scepticism about the nutritional, functional and value of these products grows. Powder concentrates saw the most dynamic performance, being more portable and having seen more investment in new product development for category players.

Concentrates suffers from being ill-suited to key trends in consumer demand towards health and convenience. These products are often seen as overly processed, high in sugar and artificial, while they also take time to prepare and are generally not compatible with on-the-go consumption. However, players are working to make the offer more appealing to health conscious consumers through reduced sugar formulations and enrichment with nutrients such as vitamins. At the same time, formats such as powd

Concentrates in the UAE is seeing flat retail volume performance in 2025, held back by growing preference for fresher, less sugary beverages and strong competition from juices and other ready-to-drink categories. Powder concentrates is the most dynamic subcategory, while Vimto continues to anchor liquid concentrates through its dual regular and reduced sugar range. Over the forecast period, concentrates is expected to post only modest gains as limited innovation, rising health awareness and comp

Concentrates in Indonesia recorded positive but slower off-trade volume growth in 2025, largely due to saturation and limited innovation from established brands. Street stalls significantly boosted sales, offering an affordable and convenient option. Powder concentrates outperformed liquid, driven by lower prices, diverse flavours, and popularity among lower-income families. Liquid concentrates maintained growth through aggressive Eid promotions and packaging reductions. Lasalle Food and Nutrifo

Concentrates in Spain is seeing another year of retail volume decline in 2025, with liquid concentrates posting the slowest fall. The category is losing ground to more convenient and healthier alternatives such as flavoured bottled water, sports drinks and carbonates, while mealtime-based consumption occasions offer limited scope for expansion. Attempts to create new occasions exist - for example, Dama de Baza’s positioning for cocktails, slushies and shakes - but these remain niche. Over the fo

In 2025, concentrates in Ireland achieved only marginal off-trade volume growth, with higher prices supporting value while low unit costs kept the category relevant for price-sensitive households. However, even widespread no-added-sugar formulations have not overcome a negative health image, as many consumers associate concentrates with artificial ingredients and instead move towards bottled water, functional drinks and RTD coffee. Powder formats are emerging as the main innovation platform, par