Fortified/Functional Beverages in Hong Kong, China

PROSPECTS

Consumers showing an interest in products with FF claims

With the ongoing increasing health consciousness, consumers are keen on products that claim to offer them additional benefits, such as boosting energy or performance. Trade sources state that beverage companies are actively labelling their products with FF claims in order to capture sales share.

Supplementary benefits expected from non-alcoholic drinks

The consumer trend favouring products with FF claims is seeing non-alcoholic drinks companies responding by continuously seeking to add health supplement effects to their product offerings, such as adding water-soluble vitamins and minerals in a variety of beverage categories. For example, in bottled water Watsons introduced its new Alkaline Water 9.

FF energy drinks and sports drinks continue to record strong growth

FF energy drinks continued to see strong growth in 2019 thanks to their functional properties and support from players and retailers. Energy drink manufacturers have been targeting consumers who need to maintain concentration and/or energy levels for long periods of time, such as gym-goers, office workers, students and party animals.

COMPETITIVE LANDSCAPE

Otsuka Holdings leads FF beverages due to the popularity of Pocari Sweat

Otsuka Holdings remains the leading player in FF beverages due to the popularity of the Japanese company’s sports drink brand Pocari Sweat. The brand continues to benefit from the increasing interest of Hong Kong consumers in leading more active lifestyles, coupled with rising awareness of the benefits of FF sports drinks.

Ovaltine, Horlicks and Milo dominate FF plant-based and malt-based hot drinks

Ovaltine, Horlicks and Milo remain the three leading brands in the key category of FF plant-based and malt-based hot drinks. The category has a large consumer base, which covers all age groups.

New entrants in FF soft drinks will offer consumers more options

Entries of new players are more commonly seen in FF soft drinks than in FF hot drinks, due to the difference of dynamics in the two categories. FF energy drinks has seen the entry of new players and flavours, providing consumers with more options.

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