Scandinavian countries rank among the biggest consumers of liquid concentrates in the world, with two brands driving growth towards reduced-sugar concentrates. The brands – Fun Light and ZerOH! are owned by Norwegian companies Orkla Foods and Lerum, respectively. These brands are targeting different consumer groups than competitors; going after young; health-conscious women concerned about cutting down their sugar intakes. Much to the benefit of these brands, the population of young women in Norway is growing as well, with an increase of 10 percent since 2009. The success of these brands may indicate untapped potential in other countries where the same demographic could be targeted more effectively.
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