Suntory Foods International (Suntory BF) is capitalizing on consumer demand for “concentrated” beverages that can be mixed with soda water or other liquids, offering customizable options for at-home enjoyment. The “Home Drink Bar” series is a new product line that allows you to enjoy the perfect portion and strength by simply mixing the product with sparkling water at a 1:4 ratio, while also discovering unique combinations with various drinks.Since its April launch, the “Home Drink Bar” series has performed well, selling at twice the planned rate, with recent additions such as a concentrated version of the popular energy drink “Dekavita C.” With this product, consumers can adjust the strength to their liking and experiment with variations like mixing with milk or sports drinks, adding appeal to a broad audience.
Concentrated beverage recipes are also gaining traction on social media, with users sharing creative combinations like mixing concentrated “Dekavita C” with cola or blending melon soda concentrate with milk to create nostalgic flavors. This trend reflects changing consumer preferences toward smaller, customizable servings, amid a decline in demand for 1.5-liter soda bottles.
In September, Suntory BF introduced concentrated “Dekavita C” to meet the strong demand, with sales from April to September reaching approximately twice the initial forecast. This growth is supported by increased soda water consumption at home, driven by the popularity of cases of sparkling water and home soda makers. Additionally, Suntory launched a high-pressure sparkling water, “Suntory Tennensui SPARKLING,” in May, catering to the demand for premium mixers.
The success of these beverages indicates a shift in consumer behavior towards personalized drinks, aligning with health-conscious choices and the desire for smaller portions. Suntory BF plans to expand the “Home Drink Bar” flavors to capture this trend further. Competitors like Asahi Beverage’s long-standing “Calpis” concentrate also reported a 16% sales increase in 2024, signaling a growing market for customizable drink options.
Source: Suntory Ouchi Drinkbar Instagram, Suntory website
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