In addition to regular health and wellness trends that were evolving over the review period, the emergence of COVID-19 increased consumers’ desire to be more proactive with regards to their own health. Many started to follow more active lifestyles wherever possible, including during lockdowns, by participating in more outdoor activities or following home-based fitness regimes in addition to maintaining a healthier, more balanced diet.
Demand for FF soft drinks, the largest retail volume category, continued to be dominated by sales of FF energy drinks. While these drinks tend to be consumed outside of the home, demand significantly improved in 2020, as home-confined consumers reached for alternative sources of energy to caffeinated beverages such as coffee to maintain focus whilst working or studying.
FF soft drinks with added vitamins were in particularly high demand during the pandemic, as they were considered by consumers to be a strong source of immunity-boosting nutrients. Most growth was therefore recorded by FF nectars (25-99% juice) and FF 100% juice.
With further evolving health and wellness trends in Austria, sales of fortified/functional beverages are set to remain at a higher level, whilst recording marginal growth rates. The strong boost in 2020 and still strong growth in 2021 as a result of the pandemic and the search for immune-boosting functionality, will likely have a limiting effect on future growth, resulting in very moderate or low increases overall.
As an increasing number of manufacturers will likely look to expand their portfolios with fortified/functional options due to their higher price points, awareness, availability and thus sales potential are set to growth further over the forecast period. While this will be mainly driven by FF soft drinks, some areas of FF hot drinks, such as FF fruit/herbal tea which also benefits from a general natural and healthy perception, offers further development opportunities.
Competition in terms of innovation within the category will mainly be limited to health and wellness positioned shots which are usually sold by chemists/pharmacies, with the latter offering less convenience compared to popular modern grocery retailers. FF bottled water is predicted to encounter declines due to fairly high levels of scepticism as to the main purpose and effectiveness of these beverages.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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