Better for you beverages experienced a boost from the COVID-19 pandemic in 2020. Indeed, better for you beverages is growing faster in current retail value terms in 2020 than in 2019, and for some categories such as reduced sugar carbonates, better for you beverages is performing better than regular beverages.
While the lockdown period in Belgium has not had a positive effect on all better for you beverages, certain offerings thrive under these restrictions. Reduced caffeine tea and better for you reduced caffeine soft drinks continue to decline in current retail value terms in 2020, although a slower decline than in 2019 is expected.
While the review period saw consumers favouring smaller formats, portion control has been put on hold during the lockdown in 2020. While there was a growing trend to see smaller packaging, especially in reduced sugar carbonates, the lockdown has pushed consumers to buy bigger formats in 2020.
Following the strong increase in current retail value growth in 2020, better for you beverages is set to return to a slower rate of growth in 2021, before strengthening throughout the remainder of the forecast period. The lowered sales may stem from reduced lockdown restrictions, as consumers no longer find the need to reach for indulgent beverages once they begin resuming their daily lives.
The sugar health debate is only expected to become more and more important in Belgian media in the forecast period. For example, several medical reports surrounding COVID-19 had been released, stating that diabetes and other diseases related to bad eating habits are making the infection worse.
In the forecast period, reduced in sugar variants are expected to extend to categories that have not yet attained popularity among consumers. For example, zero sugar and “light” varieties have become more prevalent in carbonates soft drinks and are already growing in popularity at the expense of regular carbonates.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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