The trend of consumers seeking to lead healthier lifestyles continued to impact the non-alcoholic drinks market in 2018, reflected in the growth of fortified/functional beverages. Fortified/functional beverages provide consumers with a product that promises to enhance their health and wellbeing or provide a functional benefit, such as an energy boost.
FF RTD tea saw significant growth following the introduction of Nature’s Way Natural Energy Tea in 2018. This new product development was likely inspired by the Kombucha trend, which incorporates the use of tea.
Reduced-sugar energy drinks registered strong growth in 2018. The reason for this strong growth was that consumers value the functional benefits of this type of drink and are looking for a healthier alternative to regular energy drinks.
The company’s share within fortified/functional beverages has increased since the start of the review period. The positive performance of the company is due to the growing share of Powerade within FF powder concentrates, with the brand’s share higher in 2018 than at the start of the review period, despite the growing share of “others” within the category.
Frucor Suntory’s V brand of energy drink continued to enjoy increasing popularity in 2018. This popularity translated into a slight increase in the company’s share within fortified/functional beverages in 2018.
Red Bull Australia’s share within fortified/functional beverages remained virtually unchanged in 2018. Like V, Red Bull benefits from consumers leading hectic lifestyles as well as the brand’s equity.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Australia with research from Euromonitor's team of in-country analysts.
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