Fortified/Functional Beverages

For decades, brands’ communication has been based on their fortification and use as a nutritional supplement. The message that products are fortified with vitamins and minerals dominates commercials and product packaging for other hot drinks. Popular…

During the COVID-19 pandemic, it has been widely believed by consumers that drinking products fortified with vitamins and minerals will strengthen their immune system to better protect against the virus. In addition, the prices of FF beverages are…

Fortified/functional (FF) beverages experienced solid current value growth in 2021, following a negligible decline in 2020. These performances were due to trends in the two categories that dominate FF beverages – FF energy drinks and FF sports…

FF energy drinks remained the best performing category in FF beverages during 2021 and account for bulk of retail volume sales of FF soft drinks. Increasing affordability is playing a role in this, with the unit price of FF energy drinks declining by…

FF energy drinks accounts for the majority of retail volume sales of FF beverages in Norway and the category continued to see strong growth in 2021. Sales continued to be boosted by reduced cross-border trade with Sweden for much of 2021 as a result…

There is increasing interest in products fortified with protein in Germany. Moreover, there is demand for plant-based proteins as increasing numbers of consumers attempt to reduce their meat intake or the consumption of animal-derived proteins in…

FF energy drinks remained the largest category within FF beverages in 2021 and continued to see dynamic growth. Within FF energy drinks there are currently four Red Bull brands in China. The largest is from Red Bull Vitamin Drink. The remaining three…

Fortified/functional beverages boom into triple-figure retail value sales in 2021, albeit sales also remained robust in 2020. FF other hot drinks is by far the largest sub-category in volume terms, with reduced sugar sports drinks seeing the…

FF beverages continued to decline in retail volume terms in 2021 for the second year running. A major factor behind this was the sharp decline in sales seen by the dominant category of FF sports drinks. These products are used to rehydrate and…

The growth in retail volume and current value sales of fortified/functional beverages continued in Spain in 2021, albeit at a slightly slower pace than in 2020. It should be noted that the category performance was enhanced considerably in 2020 due to…

The health and wellness trend has been growing in Hungary for some time and this has been further bolstered by the COVID-19 pandemic, as more consumers are now paying attention to their overall health. This has been largely beneficial for FF…

Having seen growth slowed down in 2020 by the dramatic changes to consumer lifestyles due to the COVID-19 crisis, fortified/functional beverages was expected to see a significant upturn in its performance in 2021. In 2020, the lack of sporting…

Fortified/functional beverages experienced a boom during the COVID-19 pandemic due to increased consumer focus on their immune systems. In fact, the COVID-19 pandemic resulted in more consumers looking for ways to boost their immune systems due to…

Devin AD and Coca-Cola HBC Bulgaria AD launched two new brands with accessible prices during 2020. These were Devin Mineral & Vitamins and Aquarius Water + Essential Minerals, respectively, and contributed to rising awareness and demand for FF…

The COVID-19 pandemic has had a major influence on the attitudes of Ukrainian consumers towards fortified/functional soft drinks. In particular, products with an immune support positioning that are fortified with a variety of beneficial trace…

During the pandemic, the consumer demand for on-the-go products, especially within FF soft drinks and FF sports drinks, came to a halt as consumers were restricted to spending most of their time at home. With gyms, sports centres, and leisure…

Fortified/functional beverages continued to post healthy current value and volume growth, driven by soft drinks and FF energy drinks in particular. Coca-Cola expanded its portfolio in 2021, with the launch of Predator Energy and Coca-Cola Energy…

Amongst the major fortified/functional (FF) beverages categories, FF bottled water has continued to see growth in the consumer base, and is set to see an exceptional double-digit retail current value increase in 2021, notably driven by the success of…

Fortified/functional beverages in Sweden is dominantly comprised of FF soft drinks in 2021, with FF hot drinks having a very minor share. This is because in coffee, which is by far the greatest category in hot drinks, consumers demand exotic flavour…

After a strong performance in 2020, there was a more muted performance in 2021, as a portion of value sales switched to foodservice, with outlets open once again. Beverages with immune boosting properties continued to be popular in 2021, as consumer…