Better for you beverages maintained positive retail volume and current value growth in 2020, albeit at a slower rate compared to 2019. Development of the category as a whole was impacted by slower value growth in the dominant area of reduced sugar carbonates in 2020.
Reduced sugar concentrates benefited from home seclusion in 2020, although this is not expected to continue into the forecast period. Consumers tend to perceive products in this category as an acceptable, everyday indulgence.
BFY reduced sugar beverages continued to be positively impacted by the health trend and general sugar avoidance among consumers in 2020. While Norwegian consumers in general remain accepting of artificial sweeteners such as Aspartame, the rapid shift to reduced sugar carbonates slowed considerably in 2020 as the category matured, with most well-known carbonates brands having already launched a sugar-free version of their core product.
Better for you beverages is expected to record lower average retail value growth at constant 2020 prices over the forecast period compared to the review period as the category enters maturity. This will be largely attributable to an expected slowdown in consumers’ shift towards reduced sugar beverages.
The increasing maturity of better for you beverages is expected to prompt a wave of product innovation over the forecast period. Within the dominant category of BFY reduced sugar soft drinks, the majority of brands already have a sugar-free option.
The e-commerce channel is expected to record further growth in retail value sales of better for you beverages over the forecast period. This follows increased adoption during 2020 as a growing number of consumers cut back on visits to physical stores due to the COVID-19 pandemic.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Norway 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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