The introduction of the sugar tax in 2017 had a significant impact on the soft drinks market in 2018, particularly affecting the categories with more added sugar, which experienced significant increases in unit prices resulting in a reduction in volume sales. However, nectars and 100% juice were exempt from the tax, which benefited the performance of these categories.
Caffeine consumption has been increasing among consumers causing health concerns. As busy lifestyles contribute to greater ingestion of caffeine and other energy-boosting products, consumers are increasingly aware of the negative effects these ingredients and products have on their health, particularly when ingested in excess.
Although BFY reduced caffeine hot drinks remains the largest category in value sales, its performance has been stable. Of reduced caffeine categories, reduced caffeine tea is expected to be a leading performer throughout the forecast period, driven by increasing demand from consumers seeking the benefits of tea but without the perceived negatives of caffeine.
The competitive landscape in BFY beverages is comprised of a mix of both local and global players. The leading brand is Delta, by Novadelta-Comércio e Indústria de Cafés, due to its leading position in coffee.
Innovation is a common denominator in BFY beverages with companies investing heavily in reinventing their product portfolios to reduce the sugar content of their products, with sugar being substituted by stevia and other natural sweeteners. Refrige SA – Sociedade Industrial de Refrigerantes, claimed to have reduced the sugar content of its carbonates product portfolio by almost 30% between 2000 and 2017, and is committed to continue this path, taken by most other players in the category.
An important focus of innovation in 2018 was in reduced sugar RTD tea. With the category adapting to changing consumer demand, it is becoming increasingly a twofold category comprised on one end of traditional products with a high added sugar content and perceived as less healthy, and reduced sugar with more natural ingredients at the other end.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Better For You Beverages industry in Portugal with research from Euromonitor's team of in-country analysts.
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