Executive Summary

Apr 2019
PROSPECTS
Reduced sugar nectars benefits from implementation of the sugar tax

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.

Reduced caffeine is an increasing concern

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.

Category dynamics among BFY beverages

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.

COMPETITIVE LANDSCAPE
Diverse category featuring both domestic and multinational players

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.

Innovations focus on reduced sugar

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.

RTD tea benefits from recent innovation in reduced sugar RTD tea

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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Better For You Beverages in Portugal

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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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Better For You Beverages in Portugal market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Better For You Beverages in Portugal - Category analysis

HEADLINES

PROSPECTS

Reduced sugar nectars benefits from implementation of the sugar tax
Reduced caffeine is an increasing concern
Category dynamics among BFY beverages

COMPETITIVE LANDSCAPE

Diverse category featuring both domestic and multinational players
Innovations focus on reduced sugar
RTD tea benefits from recent innovation in reduced sugar RTD tea

CATEGORY DATA

Table 1 Sales of BFY Beverages by Category: Value 2013-2018
Table 2 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 5 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Portugal - Industry Overview

EXECUTIVE SUMMARY

Positive macroeconomic indicators support sales growth of HW products
Sugar tax impacts HW beverages
Growth in private consumption includes stronger demand for indulgent products
Modern grocery retailers continue to characterise distribution
Positive prospects for HW products over the forecast period

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources