The desire of French consumers to reduce their sugar intake is a stronger factor affecting the category than any aspects attributed to COVID-19 per se. The pandemic and its consequences did not affect this ongoing driver, with sugar increasingly being associated with the risk of obesity, or even cancer, which has resulted in a “war on sugar” trend.
There has been a noted slowdown in the performance of some previously promising products, such as flavoured bottled water. COVID-19 and the associated financial recession have interrupted the trajectory of growth in 2020, along with an element of consequence due to the recovery of liquid concentrates.
Coca-Cola Enterprises SA maintains its strong lead in better for you beverages in 2020, thanks to the success of its leading brands such as Coca-Cola Zero Sucres and Coca-Cola Light. Despite its smaller shares, PepsiCo France SNC (with Pepsi Max) continues to try and enhance the strength of its competition towards the leading player.
There is a rather favourable outlook for better for you soft drinks over the forecast period, with industry experts optimistic about scope and opportunities for growth. However, this is not expected to be to the same dynamic pace as seen in 2018-2019, due to the event of the second sugar tax and ongoing war on sugar overall.
Opportunities are noted within naturally positioned products, with innovation expected along these lines. Artificial sweeteners, however, are expected to continue to wane in popularity.
Hot drinks, however, are expected to remain a limited category in better for you beverages, with little to no development in the category expected over the forecast period in this sense. Rather, herbal tea, for example, is already perceived as a healthy hot beverage, which contains no sugar or caffeine and therefore does not require free-from or reduced-sugar variants.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in France 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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