Coronavirus (COVID-19) has had a strong impact on better for you beverages in the Netherlands. Health has become an even more important topic for consumers during the pandemic.
Better for you beverages profited significantly from increased home consumption as the lockdown and other COVID-19 measures saw consumers work and study from home as much as possible. The closure and subsequent restrictions on foodservice outlets and social/leisure establishments and opportunities fostered a spike in retail sales and at-home consumption occasions.
The closure of on-trade establishments in the wake of COVID-19 led to a shift from foodservice to retail sales. While retail sales spiked due to greater at-home consumption, restrictions on the out-of-home movements of consumers limited on-the-go and impulse consumption sales.
In 2021, BFY beverages is expected to see a temporary dip in retail volume and value (at constant 2020 prices) sales. One major reason is that many consumers hoarded products in 2020 out of fear of shortages and to ensure supply; therefore, many households will look to exhaust their stocks before buying new products.
After 2021, BFY soft drinks and tea will drive healthy sales growth, although reduced caffeine coffee is likely to return to pre-COVID-19 struggles to maintain sales. Consumers are less interested in this type of coffee.
The major companies in non-alcoholic drinks recognise that BFY beverages offers better prospects for volume sales growth as consumers look to reduce their sugar intake while maintaining their drinks preferences. Moreover, BFY offers higher value growth potential, with upward movement in average unit price terms more likely than in comparison with regular alternatives.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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