In 2020, sugar reduction remains a big topic within BFY beverages and continues to undermine sales of carbonates in non-alcoholic beverages. This is particularly relevant in 2020 as the pandemic has led consumers to be more health-conscious and thus cut back on unhealthy and sugary drinks.
Against a backdrop of ongoing discussions about the possibility of introducing a tax on food and drink products with a high sugar content in Switzerland, there is strong pressure to reduce the sugar content in soft drinks. In fact, the health commission of the Geneva canton voted in early 2020 to support the introduction of a tax on sugary drinks, following in the footsteps of neighbouring European countries, such as France.
Whilst major players continued to focus on reduced sugar across most non-alcoholic drinks categories in 2020, RTD tea escapes the need to be positioned as reduced sugar as the product typically has a low sugar content anyway. However, at the latter end of the review period, reduced sugar RTD tea experienced declining sales due to two major players, Lipton Ice Tea and Nestea, withdrawing from the category.
In the early forecast period, whilst COVID-19 continues to impact the country, consumers will continue to be health-focused in their purchases of food and drink. As such, the awareness of high sugar content in many carbonates is expected to grow and will encourage manufacturers to continue the shift towards offering reduced sugar variants.
Over the forecast period, sales of BFY reduced sugar soft drinks are expected to be driven by the launch of new products, particularly within energy drinks. The category will aim to widen its appeal to attract new consumers beyond its current core target group of young adults.
Supermarkets/hypermarkets are expected to continue being the dominate channel for sales of BFY beverages in Switzerland over the forecast period. The share held by traditional grocery retailers is expected to continue slowly declining, while e-commerce has been gradually expanding its share of BFY beverage sales and is likely to see stronger growth over the forecast period, particularly whilst the pandemic persists and consumers continue to restrict their shopping trips outside the home.
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