Revenue Impact (RI) Story Food and Beverage
Helped Client Tap Into USD 70-80 Mn Opportunity in Organic Acids

Client’s Goals

Our client, a British organic acids producer, engaged MarketsandMarkets to grow revenues. For this purpose, we offered detailed insights into the interconnected ecosystem of client’s clients and their clients. We defined and solved a series of problems for generating revenue impact and strengthening foothold in the APAC market. Few of the key problems solved during the engagement were:

Our Approach

Our analysts provided an inside-out perspective on the market potential of organic acids (such as acetic acid, citric acid, lactic acid, and propionic acid) used in feed applications in APAC through our AI-driven market intelligence platform, KnowledgeStore. Further, we identified key competitors in the region for organic acids, along with potential end-use applications—such as food and beverages, pharmaceuticals, and industrials (other than feed). We also interviewed potential customers in end-use industries to understand their unmet needs, along with the demand for different types of organic acids.

Revenue Shifts Identified

The functional benefits associated with acetic or citric acid have further increased the demand for the product among consumers who are interested in the fruity flavors.


Functional foods are using organic acids to boost gut health properties further enhancing the usage of organic acids.

Unknowns Identified

Ready to drink (RTD) beverages having organic acids that can be directly consumed is witnessing a growing demand. There has been change in consumer taste and global flavors are reaching more people through cuisines. This, in turn, ais increasing the variability of application for organic acid.

Revenue Impact (RI)

Our client services team helped the client in refining its value proposition and devise an appropriate market penetration strategy. The client was able to better understand the regional market, upcoming applications, and key winning strategies of leading players. The insights offered further helped to understand the penetration level of organic acids for feed application among target customers and allowed it to develop a new product to enter the organic acids business for the feed segment in APAC. We devised a targeted product plan with new offerings for the client to penetrate new revenue pockets, projected at USD 70–80 million in five years.

Organic Acids


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