Following a challenging number of years, powder concentrates are set to see an improved performance over the forecast period. This will be led primarily by the health and wellness concerns, which will present opportunities for growth.
As well as focusing on health benefits, players are likely to seek to appeal to consumers seeking specific Filipino flavours. Using unique flavours is a key strategy in stimulating interest in concentrates, and brands introducing flavours that are currently less visible in concentrates and other ready-to-drink beverages are set to have the best prospects in the coming years.
Also worthy of mention is the fact that Nestlé and Mondelez benefit from unmatched marketing and distribution resources and is likely to ensure that wider availability of their powder concentrates via traditional sari-sari stores, which are frequented by lower-income consumers. However, given the innate price consciousness of the population, it will be important for both players to pursue cost-containment measures in order to be able to maintain competitive pricing, given the fact that such products are in direct competition with other ready-to-drink beverages, such as RTD tea and juice, which are typically perceived as offering higher quality and convenience.
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Understand the latest market trends and future growth opportunities for the Concentrates industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Concentrates
This is the aggregation of liquid concentrates and powder concentrates.
See All of Our DefinitionsThis report originates from Passport, our Concentrates research and analysis database.
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