The Australian concentrates market declined by 2% in volume terms through 2012 to reach 128 million litres.
A negative perception of concentrates persists among Australian consumers, who believe products contain too much sugar and are unhealthier than fruit/vegetable juice, flavoured or functional bottled water and sports drinks.
Consumers are drawn to concentrates with fruit juice content. Products containing no artificial flavours and colours, sugar-free products and products fortified with added vitamins are also popular.
Some concentrates available in Australia contain up to 90% juice. These products are intended to provide an alternative for consumers who desire a product with a long shelf life, yet wish to retain good juice content in their drinks.
Children remained the main consumers of concentrates in Australia. The consumption of concentrates generally takes place at home, although there is also some usage as a pre-mixed drink taken to school in a water bottle.
The two leading players in the Australian concentrates market accounted for 66% of retail volume sales in 2012. Schweppes led with a 44% share of retail volume sales, while HJ Heinz had a 22% share.
Health concerns have been forecast to be at the forefront of Australian consumers' minds over the next five years.
High sugar content will be their greatest concern with regard to concentrates, and will lead to new formulations from manufacturers with less sugar content, but will also see higher juice content and vitamin enhancement to the fore.
For more information on the Australian concentrates market, see the latest research: Australian Concentrates Market
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