Better for you beverages recorded dynamic double-digit growth in current value terms in 2021 for the second year running. The outbreak of COVID-19 and the measures used to contain it boosted sales in the category, with growth being further supported by a range of successful new product launches.
BFY beverages is dominated by reduced sugar carbonates, with these products continuing to see dynamic growth in 2021. Nevertheless, 2021 was also a strong year for BFY reduced caffeine beverages.
Growth within BFY beverages was also boosted by an increase in Finland’s soft drinks tax in early 2020, which intensified the shift from sugary beverages to reduced sugar ones. Although the soft drinks tax is applied to all soft drinks sold in Finland, whether they contain sugar or not, the tax is higher for sugary beverages.
BFY beverages looks set to see strong growth in retail volume terms over the forecast period, even as fears around COVID-19 subside and consumers enter a period of normalisation. The category is expected to retain the interest of consumers through frequent new product launches from the leading players and aggressive marketing campaigns.
There remains a devoted fan base for the more well-established brands of reduced sugar carbonates, and these products should continue enjoy healthy growth over the forecast period. Nonetheless, other categories of BFY beverages could cannibalise some of the category’s sales over the forecast period as consumers look for healthier or more natural alternatives.
Despite the impressive growth outlook, the future of better for you beverages is a bit more complex in Finland. There is a growing group of health-conscious consumers that actually prefer real sugar in their food and beverages and that regard artificial sweeteners as a bigger threat to their health than sugar.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Better For You Beverages industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Better For You Beverages
Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc). For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Better For You Beverages research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!