Migros was the largest player in the concentrates category in 2013 with a 22% share of retail value sales. The retailer has a longstanding reputation for producing concentrates both in liquid and powder format and introduces new variants at a regular pace. It was followed by SodaStream (20%) and Unilever (18%).
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One of the key factors over the forecast period will be how the competitive landscape emerges between private label and branded products, with regard to concentrates. The marketing strategies of Migros and Coop of favouring their own less expensive products in order to support the growth of their private label range, whilst restricting sales of named brands, is likely to continue and will be detrimental to branded products.
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The Concentrates in Switzerland market research report includes:
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* How does the sales performance of domestic manufacturers compare to international brands/manufacturers?
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