Pocket-sized packs of super-concentrated syrups didn’t exist until Kraft Foods Group introduced MiO in 2011. By the end of 2013, the US market was worth $412m, with dedicated fixtures in many stores.
The Zenith report finds the US now has in excess of 30 competitors with 150 variants. It estimates that consumption grew by 85% in 2013 to more than 700 million litres, taking over 10% of the total market for dilutable concentrates and powders. Brands from Kraft Foods Group hold a dominant market share, followed by supermarket private labels.
Assessing 85 countries for their future potential, Zenith analysts considered West Europe to have the most promise, led by the UK.
“There’s no reason why this shouldn’t become a $1bn international market by 2015, with launches in at least 10 other countries this year,” said Zenith chairman Richard Hall. “A year ago, we predicted 50 product variants would be available in Europe by the end of 2014, and that could well be exceeded.”
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