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GLOBAL: Liquid water enhancers ripe for expansion - research

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The UK will be the next market for liquid water enhancer producers to target after the super-concentrated syrups grew US volumes last year by 85%, a new report has claimed.

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US consumption in 2013 rose to 700m litres to take 10% of the dilutable concentrates and powders market, according to Zenith International today (20 February). By the end of last year, the US liquid water enhancer sector was worth US$412m.

Zenith said Western Europe, led by the UK, now has the greatest potential for expansion in the category.

“There is no reason why this should not become a US$1bn international market by 2015, with launches in at least ten 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.”

The liquid water enhancer category was created in March 2011 with the launch of Kraft Foods' MiO. Since then, the Coca-Cola Co has launched its own versions, including Dasani Drops in 2012 and Minute Maid Drops this month.


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