The powdered beverage category saw a slight decline during the 2015 year. The category lost momentum through declines seen both for milk based/hot powdered drinks and water based cold powdered beverages. There was growth in value, stemming from price increases rather than a growth in volumes.
A number of medium and small sized players have withdrawn from the market to focus on alternative, more profitable lines. The powdered beverage market is an extremely competitive one, with there being a plethora of promotions to maintain player shares.
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