The UK, France, Germany, Italy and China offer the greatest prospect for liquid water enhancers after their success in the US since they were first launched in 2011, states a report entitled 2014 Zenith Report on Global Liquid Water Enhancers.
It finds pocket-sized packs of super-concentrated syrups did not exist until Kraft Foods Group introduced MiO in March 2011.
By the end of 2013, the US market was worth $412 million, with dedicated fixtures in many stores.
The report finds the US has in excess of 30 competitors with 150 variants.
It estimates that consumption grew by 85% in 2013 to more than 700 million liters, taking over 10% of the total market for dilutable concentrates and powders.
Brands from Kraft Foods Group hold a dominant market share, followed by supermarket private labels.
Assessing 85 countries for their future potential, Zenith analysts considered West Europe to have the most promise, led by the UK.
“There is no reason why this should not become a $1 billion international market by 2015, with launches in at least 10 other countries this year,” says chairman Richard Hall.
