The U.K., France, Germany, Italy and China offer the greatest prospect for liquid water enhancers after their success in the U.S. since they were first launched in 2011, according to a new report by Zenith International.

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 U.S. market alone was worth $412 million, with dedicated fixtures in many stores.

The Zenith report found the U.S. now has in excess of 30 competitors with 150 variants. It estimated 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 U.K.

“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,” commented Zenith Chairman Richard Hall. “A year ago, we predicted 50 product variants would be available in Europe by the end of 2014 and that could well be exceeded.”

The 2014 Zenith Report on Global Liquid Water Enhancers contains 86 pages of U.S. market commentary, charts and tables together with market opportunity assessments for China, France, Germany, Italy and the U.K.

For more information: +44 (0)1225 327900; info@zenithinternational.com.