Canadian consumers are becoming increasingly shrewd about the type of FF beverages they drink and are favouring products with clean labels and claims of naturalness. For example, FF sport drinks with natural colouring and no artificial flavours, sugar or preservatives, as in the case of the BioSteel brand, have proven more attractive than mainstream sports drinks, a category experiencing stagnation.
Regulatory changes to constrain calorie and sugar intake among Canadians are set to impact sales of FF beverages. During 2018, some Quebec municipalities adopted resolutions prohibiting the sale of energy drinks within their institutions, and Montreal is going to follow suit and ban various categories of soft drinks in public places such as swimming pools and arenas.
FF sports drinks and FF energy drinks are set to remain the largest categories in value sales terms, also comprising a significant volume proportion of FF beverages. Hectic lifestyles among Canadians are fuelling continued growth in these two product types, but concerns over high sugar content have shifted consumer preference towards products that bear claims of lower sugar content.
PepsiCo Beverages Canada, Coca-Cola Ltd and Red Bull Canada Ltd remained the top three leaders in FF beverages in 2018. Both PepsiCo and Coca-Cola have a large portfolio covering a wide range of consumers and categories in FF beverages, as part of their diversification strategy.
In light of the collective dominance of three major manufacturers in FF beverages, smaller players focus strongly on niches, positioning themselves in terms of naturalness, flavour profiles, functionality and more. In FF bottled water, the Karma brand offers active ingredients such as probiotics for digestive health and an innovative closure design to preserve freshness.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Canada with research from Euromonitor's team of in-country analysts.
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