Fortified/Functional Beverages

Growth for fortified/functional (FF) products is stimulated by growing health and wellness concerns amongst Turkish consumers. One of the major factors that boosts the growth of FF beverages is the rising rate of urbanisation in the country, since ...

FF energy drinks saw dynamic growth in 2018 in part driven by the entry of Amway (China) Co Ltd’s XS brand of reduced sugar energy drinks. In retail volume terms only the US consumed more FF energy drinks than China in 2018, with these products ...

Thanks to increasingly hectic lifestyles, consumers are becoming increasingly stressed and fatigued, which is stimulating demand for fortified/functional beverages with energy-boosting properties. This trend is particularly strong among blue-collar ...

Players add vitamins and dietary fibre to drinks to add value and encourage consumers to purchase FF products rather than regular alternatives. However, numerous food scandals changed consumers’ perception of FF drinks – they lost trust in companies ...

The movement towards naturally healthy beverages has not come at the total exclusion of FF beverages, with FF beverages continuing to achieve growth in 2018. The extra benefits delivered by functional ingredients are increasingly accepted as a means ...

FF nectars, FF bottled water and FF energy drinks were the main drivers of growth in FF beverages current value sales in 2018. FF nectars benefited from increasing consumer interest in products fortified with vitamins A, B complex and C, which are ...

FF soft drinks in Vietnam is dominated by FF energy drinks and FF sports drinks. Both categories performed strongly in 2018 as the number of Vietnamese consumers who regularly play sports or partake in other types of physical exercise continued to ...

As consumers increasingly refrain from sweetened beverages such as cola, lime and juices, they look for healthier alternatives. Although bottled water is popular, regular versions do not provide a solution for when one wants something sweet. ...

In July 2017, the FSSAI (the Indian government’s food regulator) introduced new regulatory guidelines for companies to reduce the caffeine content in their beverages. According to the regulation, if a beverage has caffeine content greater than 145mg ...

FF energy drinks characterised the category in 2018 despite a strong trend towards products with natural ingredients. However, the category continues to be hampered by the imposition of a 100% excise tax on retail prices and consumers’ perception of ...

The sugar tax, introduced in 2017, had a significant impact on the performance of fortified/functional beverages in 2018, due to the characteristics of some of these products, which traditionally incorporate high amounts of added sugar. For instance,...

Sales of FF beverages continue to surge as Swedes constantly seek innovative options to boost their health and enable them to perform well at work and achieve good results when exercising, amid their increasingly hectic lifestyle. Hence, new soft ...

FF beverages continued to decline in 2018, driven by the value sales decline of its biggest component, FF fruit/vegetable juice. Despite the functional health benefits provided by FF fruit/vegetable juice, consumers associate it with non-FF ...

Consumers’ rising health awareness has led to more frequent demand for FF beverages. Drinking these products is an easy way to help satisfy the daily need for vitamins or minerals. Moreover, FF beverages were more widely available in 2018 and they ...

FF beverages is a niche category in Romania, growing from a small base. During 2018, the main drivers of volume sales were rising consumer awareness of these types of products via promotions and also new product launches. The desire to live a healthy...

The ongoing trend towards sports and healthy living is encouraging greater interest among Russian consumers in natural and healthy drinks. In 2018, players in energy drinks endeavoured to improve the composition of their products and use of natural ...

The scrapping of the Goods and Services Tax (GST) and a rise in consumer confidence in 2018 helped drive sales of FF hot drinks, in turn supporting the recovery of FF beverages as a whole. This was due to consumers increasingly choosing FF hot drinks...

Although fortified/functional beverages managed to record strong current value growth in 2018, this was linked to higher unit prices, as volume sales declined....

Fortified/functional beverages recorded dynamic growth rates in both current value and volume terms in 2018, as the demand for drinks that give consumers an energy boost continued strongly in Norway. Reduced sugar energy drinks within FF energy ...

In 2018, FF beverages performed positively in sales terms, which can be explained to a great extent by the affordability of these products when compared with similar alternatives. A good example can be observed in FF fruit/vegetable juice where ...