Better For You Beverages in Spain

PROSPECTS

Concerns over sugar intake and calories spur sales of reduced sugar options

Better for you beverages continued to develop positively in 2019, with slightly higher retail volume and current sales growth compared with 2018. The upward trend in growth terms is expected to continue in the forecast period.

Interest in lower calorie indulgence boosts sales of reduced fat hot chocolate

The demand for BFY reduced caffeine hot drinks rebounded at the end of the review period. However, a level of maturity is visible in the larger category of reduced caffeine coffee, which limits the overall performance of BFY reduced caffeine hot drinks.

Natural ingredients offer way to reduce sugar content but retain taste

The general health and wellness trend continues to see consumers move away from products with high sugar content, such as carbonates, juice drinks (up to 24% juice) and nectars (25-99% juice). This demand trend continues to encourage manufacturers to add innovative and healthier products to their portfolios.

COMPETITIVE LANDSCAPE

The leading player leveraged heavy investment in new launches and marketing

Cía Servicios de Bebidas Refrescantes is the largest operator in the category through iconic brands like Coca-Cola Light, Coca-Cola Zero and Fanta Zero. The strength of Cía Servicios de Bebidas Refrescantes is enhanced by a broad distribution network and heavy investments in marketing and advertising to support continuous new brand extensions.

Private label players benefit from wide coverage and lower prices

Private label, led by Mercadona, retains a strong presence and retail value share in BFY beverages in Spain. Mercadona and other private label players are prominent in BFY reduced sugar and caffeine beverages.

Players look to reshape offer with reduced sugar content and natural sweeteners

Key soft drinks manufacturers are expected to continue to reshape their portfolios through the reformulation of existing products and launch of new reduced sugar versions. A key aim is to respond to the growing call for reduced/free from sugar and low calorie products that fit with the general trend for healthier lifestyles.

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