After seeing unprecedented double-digit growth in 2020, retail value sales of BFY beverages naturally decelerated in 2021, seeing low single-digit decreases in retail volume and current value terms. Nevertheless, despite the small decline, actual sales continued to be higher than pre-pandemic, showing that the demand for BFY beverages did not diminish significantly with the reopening of the on-trade, especially reduced sugar carbonates.
Despite the slight current value decline seen by BFY reduced sugar soft drinks in 2021, a few categories managed to maintain growth even after the spike in sales in 2020. For instance, reduced sugar nectars continued to increase as consumers started to become more aware of the high amount of sugar in juices.
A good performance continued to be seen by BFY reduced caffeine hot drinks in the UK in 2021, as more and more consumers looked to reduce their daily caffeine intake. Indeed, since the start of the pandemic, Britons increased their consumption of beverages due to more time spent at home.
BFY reduced sugar soft drinks is expected to see a strong performance throughout the forecast period. Consumers are likely to be even more cautious about their health and wellbeing post-pandemic, which will lead them to move away from regular soft drinks, particularly carbonates.
Besides the health aspect, the growth in BFY reduced sugar variants will also be driven by legislative changes that are expected to impact the soft drinks industry in the UK. It is likely that the HFSS, new legislation that will impose restrictions on promotions of products high in fat, sugar and salt, will benefit reduced sugar variants.
With consumers switching to decaffeinated options, BFY reduced caffeine hot drinks is expected to be a key driver of growth in black tea over the forecast period. Manufacturers have been increasingly willing to expand their decaffeinated ranges under their existing brands, making such products part of their core offering.
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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 DefinitionsThis report originates from Passport, our Better For You Beverages research and analysis database.
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