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Growing market for liquid breakfast products

02 October 2016

On-the-go lifestyles, health awareness and convenience are driving growth in the emerging liquid breakfast market, according to a new report from Zenith International. 

The 2016 Zenith Report on Global Breakfast Drinks tracks the evolution of liquid breakfast products, analyses a selection of key national markets and summarises the trends, challenges and opportunities affecting future growth.

A total of 33 detailed brand profiles offer product images as well as launch date, packaging type and size, pricing, ingredients, nutrients and positioning. The report says that this trend was initiated by Sanitarium in Australia when it launched Up&Go in 1998.  The brand has since entered New Zealand and the United Kingdom. Although Australia is still the largest market for liquid breakfast products the UK market has grown rapidly with sales now totalling £15 million.

"Breakfast is such an important meal and people are looking for products that save them time while providing the right balance of nutrients to start the day," said Richard Hall, Zenith Chairman. 

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