Concentrates in India - New Study Released

Concentrates consumption continued its growth due to extensive use during summers, especially in North and West India in 2013 and 2014. As concentrates was affordably priced compared to carbonates, consumers mainly in rural areas and tier II cities, continued to prefer concentrates. Furthermore, manufacturers such as Pioma Industries Ltd continued to sell small sachets of powder concentrates priced at Re1 in rural areas. Many consumers used liquid concentrates such as Rooh Afza to prepare milk shakes for consumption at home.

Competitive Landscape

Pioma Industries continued to lead off-trade volume and value sales of concentrates in 2013 as its flagship brand Rasna maintained its dominance. With a 41% share of concentrates off-trade value sales in 2013, the company dominated powder concentrates as well. Pioma Industries Ltd continued to enjoy its long established presence and wide distribution coverage across the country. In addition, Rasna is more economically priced than other brands and therefore enjoyed a wider consumer base especially in rural areas and tier II and tier III cities.

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Industry Prospects

Manufacturers are likely to introduce concentrates which contain "no added sugar" or "no artificial flavours". In addition, innovation in powder concentrates, such as fortification of concentrates with vitamins and minerals is also likely to intensify. Such efforts would allow manufacturers to position and promote their products on a health and wellness platform. In addition, manufacturers including PepsiCo are likely to introduce new flavours that appeal to local taste and preferences will grow over the forecast period

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Concentrates industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Concentrates industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Concentrates in India market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Concentrates in India?
* What are the major brands in India?

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