In 2021, better for you beverages posted positive but slower retail volume growth, compared with 2020, while a significant increase in the average retail unit price informed a faster increment in retail current value sales terms. The positive performance of better for you beverages was mainly due to increasing awareness of the health benefits of consuming beverages with a reduced sugar content.
In 2021, the average retail current unit price of better for you beverages continued to see an increase as a result of rising input and operational costs. Indeed, the increase in the average retail current unit price was significantly faster than in 2019 and 2020.
In an effort to control the spread of COVID-19, Saudi Arabia introduced a strict lockdown in March 2020, with restrictions not fully lifted until the end of June. This took a heavy toll on foodservice sales of beverages, while boosting retail sales of better for you beverages.
Over the forecast period, better for you beverages is projected to see positive retail volume and value (constant 2021 prices) sales growth. In absolute terms, growth is set to be driven by the good performance of “other” low calorie cola, while reduced sugar energy drinks and fruit/vegetable juice should continue to emerge.
Over the forecast period, inflation, taxation and higher operational and supply/logistics costs are expected to be reflected in importation prices for products and raw materials. As import, production, packaging and distribution costs rise, average unit prices are set to increase.
Although hypermarkets and supermarkets are expected to remain the leading distribution channels for better for you beverages, discounters and e-commerce are predicted to emerge more visibly over the forecast period. This is due to the rapidly increasing number of discounters, and the rising number of private label BFY products on offer in these stores.
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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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