Better for you beverages registered flat value growth and a decline in volume sales, after the bumper years in 2020, when due to strict lockdowns and foodservice disrupted, retail channels experienced significant growth in value and volume sales. While certain products registered value growth, reduced sugar carbonates accounts for the majority of value sales within better for you beverages and it registered flat growth in 2021.
Within better for you hot drinks, the story was more positive with overall value growth. Within better for you hot drinks, reduced caffeine is the largest driver of volume sales, with reduced caffeine coffee being the largest product area.
The best performer in terms of value growth within better for you soft drinks was reduced sugar flavoured bottled water as consumers looked for healthier but flavourful alternatives to carbonates. Highland Spring launched a new flavoured line called Highland Spring Sparkling Fruit Flavoured Waters, which contains no added sugar or artificial sweeteners.
Better for you beverages will register moderate growth over the forecast period. Reduced sugar carbonates will continue to account for the majority of value sales.
New rules relating to advertising of High Fat, Salt and Sugar (HFSS) food and beverage products by the Advertising Standards Authority for Ireland came into effect in December 2021, which further limits marketing and promotion of products with HFSS to children under 15 years of age. New rules include the fact that locations primarily used by children will be prohibited to run any form of marketing communication for HFSS.
Reduced sugar soft drinks will drive value growth over the forecast period, due to increased regulation, which in turn will increase consumer awareness about high sugar content. With the result that reduced sugar variants will lead growth within carbonates, with low calorie cola carbonates and reduced sugar non-cola carbonates outperforming regular variants.
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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.
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