BFY reduced sugar beverages registered strong retail volume growth in 2020, as more Czech consumers became concerned about the link between obesity and immunity during the pandemic and prioritised low-sugar products. This was especially noticeable in cola carbonates, energy drinks and RTD Tea, while in juice and liquid concentrates, consumers opted for varieties with higher fruit content.
Other low calorie cola carbonates recorded the best performance in BFY beverages in 2020, benefitting both from the deepening wellness trend and an interesting brand extension launched in March: Pepsi Mango. In January, Mattoni 1873 also re-launched its low-calorie Pepsi and Pepsi Max lines with new packaging design to strengthen the image of this modern brand.
In reduced caffeine beverages, reduced caffeine coffee performed well in 2020. The COVID-19 crisis and subsequent shutdown of the foodservice saw greater numbers of Czech consumers staying at home to work and home-school their children, which resulted in stronger retail consumption of coffee, including reduced caffeine options.
Low calorie cola carbonates is expected to record a solid increase in retail volume terms in 2021 and across the forecast period, thanks to the strengthening health and wellness trend in the Czech Republic. The leading players in low calorie cola carbonates—Coca Cola and Mattoni 1873 (Pepsi brand) – are likely to focus on new product development and price promotions in this area in particular.
Reduced sugar RTD tea increased only slightly in 2020 as a result of lockdown. This is because RTD tea is an impulse-buy drink that tends to be purchased for consumption outside of the home and on-the-go.
Reduced sugar energy drinks is set to perform well across the forecast period as a result of the health and wellness trend and an increase in fitness activities, but some Czech consumers will remain wary of artificial sweeteners, which they regard as less healthy than ‘natural’ sugar varieties. As a result, reduced sugar energy drinks is expected to account for only around 10% of total retail volume consumption of energy drinks.
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