Non-sugar and low-sugar carbonates varieties have performed particularly well in 2020. The sugar tax will likely come into force in 2021, threatening the traditionally highly sugared category of carbonates.
Despite the overall decline in consumption of juice across subcategories, BFY nectars have performed well in 2020. Juice companies are reacting to the sugar tax that will come into force in 2021 by launching BFY alternatives.
BFY beverages have benefited from the COVID-19 crisis. The health and wellness trend has accelerated as many consumers are worried about their health and fear catching the virus.
Sales of BFY juices are expected to increase over the forecast period as consumers become more aware of the sugar content within the beverages they drink. However, the competition with fresh fruit is considerable.
Energy drinks players are expected to react to the sugar tax in 2021 by launching no/low sugar alternatives. There has already been innovation related to no/low sugar launches within the energy drinks industry, with the launch of Red Bull Zero and Coca-Cola Energy in its no sugar version in 2020.
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