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 has been encouraging more consumers to turn to BFY beverages in 2021.
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 these ensuring sales of these products continued to see strong growth in 2021.
Another trend that has been growing due to the increased health awareness is the growing demand for products with no or reduced gluten and lactose. More consumers are becoming aware of their potential digestive issues which is boosting the demand for such products.
Over the forecast period, the development of less or 0% sugar products will continue growing. Consumer awareness will continue to grow in line with the health and wellness trend, which will be further accelerated due to the COVID-19 pandemic.
Since the outbreak of COVID-19, many consumers have become more willing to choose Polish brands and products. New product developments from small companies are no longer treated with suspicion but instead interest.
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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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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