The threat of COVID-19 forced consumers to revaluate their choices, including when it came to beverages with people paying closer attention to product labels. This had a positive impact on some areas of BFY beverages, with consumers looking to boost their immunity, while many also looked to reduce their intake of caffeine and sugar.
Consumers are becoming increasingly aware of the harmful impact of sugar, with children in Poland consuming more sugar per capita than the child population of any other country in Europe. With almost two-thirds of the population being overweight or obese there has been growing demand for BFY reduced sugar beverages, with this ensuring sales of these products continued to see strong growth in 2020, albeit performing slightly below the rates seen in 2019.
Reduced caffeine fresh coffee witnessed stronger growth than decaffeinated instant standard coffee in 2020, in current value terms. Instant coffee is slowly being replaced by fresh coffee as consumers become more familiar with the superior taste of fresh coffee and its more natural image.
COVID-19 has caused consumers to reflect on their diet and how it impacts their health both in terms of a healthy immune system, but also in terms of being fit and healthy enough to fight off infections. It has been highlighted how overweight and obese consumers are more at risk from COVID-19 and this is likely to encourage more consumers to turn to BFY beverages over the forecast period in an effort to lose weight, with almost two-thirds of consumers in Poland being overweight or obese in 2020.
With the rolling out of COVID-19 vaccines in 2021 it is hoped that foodservice outlets will be able to resume their normal service and this is expected to put a dampener on retail growth within BFY beverages, at least in the short term. Furthermore, as consumers return to the workplace this is also likely to impact sales to an extent, with many workers buying their drinks from vending machines or cafés, or they simply drink what is provided by their employer.
Reduced sugar fruit/vegetable juice should benefit from two trends over the forecast period. Firstly, with consumers focused on increasing their intake of vitamins and minerals in order to boost their immune system there is likely to be a general rise in demand for fruit/vegetable juice, which is a convenient way to achieve this.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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