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Germany concentrates market: -2% CAGR value decline forecast between 2012-2017
Concentrates in Germany - a new market research report on 2014-04-22 17:47:01
SodaStream GmbH remained the leading branded player in the Germany concentrates market during 2012 with a 13% off-trade value share. Its liquid concentrate brand SodaStream has benefited from significant point-of-sale marketing, which has helped to increase brand awareness. As a result, it was also the best performing player among the top five companies in 2012 with value sales growth of 2%.

Average unit price in concentrates declined by 1% in current terms in 2012. This was the result of falling prices in powder concentrates. With a low degree of product innovation and more than a 50% volume share accounted for by private label, it remains difficult for brand manufacturers to maintain higher prices.

While concentrate players have focused on offering healthier alternatives, most concentrates still contain high amounts of sugar, artificial colours, flavours and preservatives. As a result, concentrates is expected to see a rather sluggish performance over 2012-2017, posting a total volume CAGR decline of 1% and total value CAGR decline of 2% in constant terms.

Key Headlines

- In 2012 category off-trade volume and value sales decline by 1% and 2%, respectively
- On-trade continues to perform better than the off-trade in 2012
- Powder concentrates registers heavier losses than liquid concentrates
- Average unit price continues to decline due to discounting
- Private label leads the category, closely followed by the main branded player SodaStream GmbH
- Concentrates anticipated a total constant value CAGR decline of 2% over 2012-2017

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Mike King
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