In 2025, concentrates in Slovenia remained their appeal amongst cost-conscious consumers, with liquid variants retaining a dominant presence. However, powder concentrates showed greater dynamism, benefiting from portability, functional ingredients, and ongoing flavour innovation. Supermarkets dominated distribution, while discounters remained important for budget-conscious shoppers. Moving forward, health and wellness trends will likely drive a shift away from sugar-laden liquid concentrates tow

In 2025, powder concentrates partially recovered in volume terms after three years of decline, but continued to face strong competition from flavoured bottled water and other health-oriented soft drinks. Liquid concentrates recorded the fastest growth, though from a low base, aided by Argentine migrants, but remained niche due to limited variety, minimal innovation, and low marketing support.

Volume sales of concentrates maintained low positive growth in Serbia in 2025. Meanwhile, powder concentrates is performing better than liquid concentrates, due to these options offering affordable prices which appeal to even price-sensitive consumers.

Off-trade volumes sales of concentrates slumped into a small negative decline in New Zealand in 2025. This reflects a shift in demand, with growth no longer driven by price-led downtrading from other more expensive soft drinks alone, but by selective new product development that better aligns with health and convenience expectations. This means consumers are also seeking reduced-sugar and more natural formulations in concentrates.

Off-trade RTD volume sales of concentrates in Germany rose in 2025, albeit significantly slower than in the previous years of the review period. Moreover, growth was due solely to the liquid format, with powder concentrates remaining on a downward trajectory in terms of off-trade RTD volume sales. Some formats performed well, such as functional syrups, while mixology was a key driver. In 2025, many consumers looked for added value via functionality, variety and sustainability.

Concentrates is seeing rising volumes supported by a growing consumer interest in high-quality soft drinks with natural ingredients and health credentials. Meanwhile, ready-to-mix sachets and portable concentrates packs are appealing to busy urban consumers looking for convenient hydration, flavour and nutrition.

Sales of concentrates maintain small, stable, positive volume growth, reflecting baseline consumer demand. That said, sales remain relatively flat, with low dynamism in the category.

Concentrates recorded a modest improvement in retail volume terms in 2025, as the broader economic climate continued to push many Romanian households towards more affordable beverage formats. Ongoing increases in living costs – including higher energy expenses, rising VAT and excise duties, and the indirect effect of the deposit-return system on overall grocery budgets – made consumers increasingly price sensitive. As a result, concentrates regained some relevance as an economical option, partic

Concentrates only registers minimal volume growth in what is seen as a staid product area, with limited innovation. Concentrates key USP is its affordability and the competitive prices offered by private label sees them gain ground.

Swiss consumers are attracted to the convenience and affordability of concentrates. Private label holds a prominent share of retail volume sales, reflecting the importance of price when buying these beverages.

Concentrates in Guatemala are losing appeal amongst younger consumers. Their main advantage is their affordability, although they are viewed as less convenient and practical than ready-to-drink options. In powder concentrates, some players are attempting to drive consumer interest by emphasising the functional attributes of their products. Discounters, with their competitive pricing and broader assortments, are gradually gaining relevance alongside small local grocers, enhancing access for price

Concentrates is experiencing stagnation, with liquid concentrates struggling to attract new consumers, while powder concentrates is seeing volume sales continue to fall. The category has seen little innovation to stimulate consumer interest and is losing ground to soft drinks categories that are considered more convenient and healthier.

Consumers continue to have little thirst in concentrates. Powder concentrates dominate volume sales, though liquid concentrates performs better in 2025. The outlook is also bleak, though there are opportunities to offer concentrates with a healthier profile.

The combination of maturity, health consciousness and a lack of innovation has made it challenging for concentrates to achieve significant expansion in 2025. However, the category’s affordability, driven by locally manufactured products targeting low-income consumers, remains its main competitive advantage.

In 2025, concentrates in Nigeria remains a relatively small and less dynamic category within soft drinks, yet it continues to play a resilient role as an affordable alternative to ready-to-drink juice for price-sensitive households. As inflation moderates compared to the severe spikes experienced in 2024 and exchange rate volatility stabilises somewhat, unit price increases for concentrates are less dramatic, allowing the category to return to modest positive volume growth. Consumers, however, a

In 2025, off-trade RTD volume sales of concentrates grew strongly in Norway, driven by sugar-free and reduced-sugar innovations that cater to health-conscious consumers. Leading brands introduced new flavours and candy-inspired variants, while social media trends further boosted popularity among younger consumers. Liquid concentrates proved the most dynamic category, supported by convenience, appealing taste, and innovative packaging, including cans and refreshed designs.

Demand for concentrates continues to expand in Pakistan, supported by price-conscious consumers seeking value-for-money. Powdered formats, led by Tang, are valued for their convenience, ease of storage, and widespread availability across traditional and modern retail channels. Rising health awareness is encouraging the development of functional, fortified, and clean-label options with ingredients like vitamin?C, zinc and ginger. Moving forward, urbanisation and e-commerce adoption will further e

Demand for concentrates in Lithuania is expected to remain stagnant in 2025, as consumers increasingly opt for ready-to-drink beverages offering greater convenience. Powder concentrates are gradually disappearing from retailers’ shelves, while liquid concentrates have benefited from the development of products with a more premium positioning, such as health-oriented syrups. The upcoming 2026 sugar tax may raise prices on high-sugar products, prompting shifts towards lower-sugar or functional var

Sales of concentrates declined in retail volume terms in 2025 with the category suffering from an old-fashioned and unhealthy image, with many consumers perceiving these products to be full of sugar and artificial ingredients. The category’s development has also been hindered by a lack of investment in new product development and marketing. Despite this, the category has retained a loyal following, especially among more price sensitive shoppers who appreciate the value these products offer.

Concentrates in Slovakia experienced a challenging 2025, caught at the intersection of fiscal tightening, changing health perceptions and intensifying competition from adjacent categories. The introduction of the sugar tax had a particularly acute impact on concentrates, as these products are typically sweetened and thus fell squarely within the scope of the new levy. This translated almost immediately into sharp unit price increases across both liquid and powder formats, eroding the traditional

Concentrates remains a key category for affordable soft drinks consumption in the Dominican Republic, particularly among lower-income households. Powder concentrates lead the category due to their low cost, long shelf life, and convenience, while liquid concentrates have limited availability because of their refrigeration needs and shorter shelf life.

In the Philippines, concentrates recorded rising retail volume sales in 2025, driven by robust demand for powder concentrates that offer multiple servings at a low unit cost. Powder formats led growth as they align with value-seeking household routines and remain widely available, with functional cues and sharp price points supporting penetration. Marketing activity also intensified, with leading players such as Mondelez and Nestlé combining promotions and digital-led engagement to keep brands v

Concentrates is suffering from being out of line with prevailing consumer trends. These products are seen as high in sugar and artificial, which goes against the consumer shift towards low-sugar, natural soft drinks. At the same time, they take time to prepare and are not well-suited to on-the-go consumption and, therefore, fall foul of the growing demand for convenience amongst busy modern consumers.

Performance is sluggish, as consumers increasing opt to other RTD soft drinks, such as juice or bottled water. Concentrates have a bad reputation in terms of high sugar and additive content and to survive, concentrates will have adopt a healthier position.