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Flavors and Nutritional Content Turning Consumer Attention towards Soft Drink Market: Ken Research

Posted on 06 June 2017 by KenResearch Food and Beverage ,

Soft drink can be defined as beverage that is composed of carbonated or still water, a sweetening agent and natural or synthetic flavoring. Research report titled “Soft Drinks Global Overview: Growth Opportunities Between Category Lines” says, despite volatility in leading markets and as accelerating trend towards healthier beverage options, the global soft drink industry demonstrated stable volume growth in 2015.

Why there is economic uncertainty in soft drinks market?

There is a change in people preferences from soft drink to healthy drinks as they are becoming health conscious and also because of awareness of disrupting health issues from soft drinks. Carbonated soft drink is a tail spin and in 2015 its sales reached to lowest point. To meet their nutritional needs aging population as well as urban global consumer is consuming healthy and natural drinks. Due toincrease in taxes, increase in price of soft drink lead to change in consumer’s preference.

What are the growth opportunities for Soft Drink Company?

The first thing to tell about Soft Drinks Company, despite the decrease demand of soft drinks there is stability in growth. There are various reasons for this. First, companies have introduced premium hydration products which have performed well in the market in 2016. It has added value in functionality. Companies have also started producing sports drink, vitamin and hydrated products like coconut water. In 2017 companies have to face various challenges. Manufacturing of low sugar or no sugar sparkling products has been anticipated in mind of brand, government and consumer as well. And there is a need to introduce large package size and more flavours. RTD tea and coffees, cold brew coffee of Starbucks has shown an increase in sales and value growth to a large extend.There is one more success stories that is super premium juices which contain 100 percent juice have shown great response in US.

What are the macroeconomic factors which effect the industry?

First of all, the entry and exit of major firms is a trend in the industry and this will likely lead to change. Moreover merger and consolidation has been done in the soft drinks market, causing some firms to exit the industry and then re-enter themselves. A second trend in the macro environment is globalization. With the increase in use of the internet and other electronic technologies, global communication is rapidly increasing.

Key factors for competitive success within the soft drink industry branch from the trends of the macro environment. Primarily, constant product innovation is imperative. A company must be able to recognize consumer wants and needs, while maintaining the ability to adjust with the changing market. They must keep up with the changing trends.


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Competitive pricing to Lead Syrups and Squashes Market in Eastern Europe: Ken Research

Posted on 09 October 2016 by KenResearch Food and Beverage ,

Ken Research has announced its latest publication “Squash/Syrups Consumption Volume and Growth Forecast to 2021-East Europe”, which aims at providing top-level overview and detailed insight into the operating environment for the Squash/Syrups market in East Europe. It is an essential tool for companies active across the Squash/Syrups value chain and for new players that are considering entering the market.Further, it gives overall data analysis of the Squash/Syrups market in East Europe and historic and forecast consumption values for Squash/Syrups covering 2010-2014, 2015 provisional data and forecasts for 2016-2021. The report provides you with important figures for the Squash/Syrups market in East Europe with individual country tables and charts and enhances one’s knowledge of the market with key figures on consumption values for the historic period which supports you in planning future business decisions using forecast figures for the market.

Economic Environment of Eastern Europe

Eastern zone of Europe includes countries like Belarus, Bosnia, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Macedonia, Poland, Romania, Russia, Serbia, Slovak Republic, Slovenia, Turkey, and Ukraine. Despite of slowdown in Europe due to oil price plunge, East Europe continue to remain strong and deliver positive growth rate and modest economic performance. Countries like Latvia, Lithuania, Poland, Estonia has registered healthy and stable growth rate in last two decades. Further, Eastern Europe registered promptest growth in the world before global recession of 2007. However, after the global economic crisis, immense economic prosperity was observed in some nations while other were facing economic challenges in Eastern Europe. Countries like Russia and Ukraine were worst affected and faced immense economic adversities due to conflict between both nations. Falling growth rate, fall in investments, instability is seen in both of these nations. Rest of East European nations are focusing on export-led growth for which immense urbanization and infrastructure building is undertaken.

Brief Overview of Squash and Syrup market in East Europe

Squash/Syrups according to the report are non-ready-to-drink products, marketed as concentrates for home consumption which are fruit and non-fruit based products and flavors. Squashes are basically syrups with fruit concentrates that are served with carbonated water or normal water. Currently, a diversity of flavors of fruit squashes are available in East Europe market ranging from tropic fruit flavors to highly concentrated flavors like rose and ginger. Further, syrups are also manufactured in form of nectars and high juice content beverages. In east zone of Europe, Poland and Bulgaria have huge demand for flavored syrups and squashes.

Demand for syrups and squashes is increasing rapidly due to the following factors:

  • Economically priced

Since syrups are far less expensive than fruit juices and other soft drinks, people are escalating their demand for such fruit flavored squashes. After witnessing the health dangers of carbonated soft drinks, people are switching to syrups as substitute of soft drinks.

  • Introduction of healthy syrups

Wide range of high fruit juice content syrups ad squashes are launched in market with high nutritional benefits. Further, syrups rich in iron, calcium, anti-oxidants, etc. are introduced in market which are becoming extremely popular. Herbal and organic squashes has enormous demand in Eastern Europe.

  • Rising popularity of fancy food culture

With rising popularity of decadent fancy food items, hike in demand for lavish and unique syrups is also shooting. Rising popularity of mocktails and cocktails is also contributing to rise in demand for syrups and squash. Further, these syrups are also used in sweets, puddings, etc. laden to rising demand.

  • Other factors

Aggressive advertisement campaigns, luring packaging and better channels of sales and distribution is also increasing demand for squashes and syrups in East Europe.

Key topics covered in the Report

  • East Europe Fruit Juices Market
  • Detailed profile of East Europe’s Squash and Syrups consumption
  • Europe Beverages Market Research
  • Consumer demographics, trends and behaviours
  • East Europe Soft Drinks Market Size
  • Historic and forecast consumption data of syrups and squash by country
  • Global Soft Drinks Market Research
  • Major players in the East Europe’s Squash and Syrups market
  • Syrups International Brands in Europe
  • Current economic scenario of Eastern Europe.
  • Europe Squash Market Future Outlook
  • East Europe Cold Beverages Market Size
  • Europe Ready to Drink Beverages Market
  • East Europe Non Alcoholic Beverages Industry

Major market players

Lowell international foods, sweet Poland, Herbapol, Coca-Cola Hellenic Bulgaria, etc. are some of the syrups and squash brands available in Eastern Europe.


Thus, we can say that demand for squash and syrups is rising in Eastern Europe which is leading to rapid expansion in the market. However, few challenges are acting as constraints to demand which are listed below:

  • High amount of chemicals, high fructose corn syrup, and high sugar content is limiting demand for fruit syrups and squashes.
  • Economic crises in Eastern Europe has reduced consumer expenditure drastically. This constrained expansion in demand for syrups in Eastern Europe.

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Ken Research

Ankur Gupta, Head Marketing & Communications



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