The term 'dilutables' includes squashes, cordials, powders and other concentrates that require dilution to taste by consumers.

The category has the third 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 stand-by products.

Low/no-calorie variants dominate the category (89.3% share of the market in 2019), 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 1 part concentrate with around 80 parts water.

The most popular dilutable flavour is orange with a 33.8% share of the UK market followed by blends, apple, blackcurrant, and lemon/lime 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.


What does ‘no added sugar’ mean ?

No added sugar (NAS) means that sugars have not been added to the product. Any sugars present in the product are due to naturally occurring sugars in the fruit ingredients.

Why do dilutables contain preservatives?

Dilutables that are stored ambient after opening need to be preserved to stop spoilage.

Dilutables calorie split, 2019

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