The term dilutables includes squashes, cordials, powders and other concentrates that require dilution to taste by consumers.
The category has the second largest share of overall UK soft drink consumption. The main reason for the popularity of dilutables is that they offer low cost, easy to use and reliable standby products.
There is a dominance of low and no calorie variants within the category (87%), providing lower calorie refreshment for adults and children alike. A number of retailers and major brands no longer sell a regular variant in their core squash range.
Dilutable products are sold in concentrate form and are then mixed with water for consumption. Historically the dilution rate was four parts water to one part concentrate, but half of the market is now ‘double concentrates’ or products that can be diluted 9 parts water to 1 part concentrate.
The most recent innovations in this sector are the super concentrates which are diluted I part concentrate with around 80 parts water.
The most popular dilutable flavour is orange with a 35% share of the UK market followed by apple & blackcurrant, blackcurrant, lemon/lime and other mixed flavours.
The category has broadened to include premium products, tapping into a consumer demand for natural ‘healthy’ ingredients. These products have more adult flavours such as raspberry, elderflower and pomegranate.